In a space where clean beauty can often feel clinical or exclusive, Tower 28 is a breath of fresh air—welcoming, playful, and rooted in purpose. At the helm is founder and CEO Amy Liu, a seasoned beauty executive turned visionary entrepreneur who launched the brand in response to a deeply personal need: safe, effective products for her eczema-prone skin that didn’t feel like a prescription.
What began as a mission to make clean beauty more accessible has grown into something even bigger—a cultural reset. Tower 28 is now not only the first and only makeup brand to be fully approved by the National Eczema Association, but a leader in building an inclusive beauty space where everyone feels welcome, seen, and celebrated. With bright packaging, serious skincare cred, and a community-first approach, Liu has created a brand that’s just as joyful as it is thoughtful.
As an Asian-American founder, Amy is also helping shift the narrative around representation in beauty—showing that identity can be both deeply rooted and wonderfully fluid. Her products are a reflection of her lived experience growing up in L.A.—a mix of California ease, high-performance formulation, and a whole lot of heart.
We caught up with Amy to talk about building a brand with purpose, redefining sensitive skin, the rituals that keep her grounded, and what “living well” really means as a founder, mom, and modern beauty leader.
Living Well With Amy Liu, Founder and CEO of Tower 28
Tower 28 has such a clear voice and mission—what was the first spark that made you feel like this was the brand you needed to build? Tower 28 was born from my own personal experience as someone battling eczema. I’d spent years working in the beauty industry, on a lot of exciting brands and products! But my personal routine always had to stick to clinical, uninspiring products because I never knew what would irritate my sensitive skin. That’s when I saw an opportunity to create a brand that’s designed for sensitive skin, but made for all.
You named the brand after a real lifeguard tower in Santa Monica, symbolizing a safe space. Why was creating a “safe space” in beauty so important to you? Growing up, I never felt represented in the beauty space, especially as an Asian-American living in the midst of the blonde hair, blue eyed beach culture in LA. The idea of a lifeguard tower as a symbol for safety really resonated with me because, just like at the beach where anyone and everyone can enjoy it, I wanted to create a brand where everyone would feel welcome. Beauty should feel inclusive of all skin tones, skin types, budgets, and beauty philosophies, and that’s what we’re setting out to build with Tower 28.
What were some of the earliest challenges you faced getting Tower 28 off the ground—and how did you move through them? One of the biggest challenges was breaking into an industry that is notoriously saturated with competition, especially when we had no built-in audience or influencer backing. We overcame this daunting entry into the beauty market by having a very clear point of differentiation from the start, and staying in our lane in pursuit of our mission.
The clean beauty space is crowded these days. What do you think sets Tower 28 apart at the formulation and brand level? I’m really proud of the work we’ve done to deliver clean, yet high-performing products that are 100% safe for sensitive skin. We’re proudly the only beauty brand whose entire range of skincare has earned the approval of all three major organizations focused on sensitive skin: the National Eczema Association, the National Psoriasis Foundation, and the National Rosacea Society.
But what also really sets Tower 28 apart is that it’s fun! A lot of brands that cater to the sensitive skin community can feel clinical and a bit boring. We’ve made it a priority to create products that not only work, but also bring joy—through vibrant packaging and a welcoming inclusive vibe that makes sensitive skin feel seen and celebrated.
You’ve created some real cult favorites—what’s one Tower 28 product you think is still underrated and deserves more love? To be fair, our SOS Recovery Cream does get a lot of love, but it’s honestly one of our products that I couldn’t live without! It was always a struggle to find a simple, reliable moisturizer that actually worked for my sensitive skin. This one checks all the boxes—it’s loaded with ceramides and hyaluronic acid, absorbs quickly, and never feels sticky.
If someone’s new to the brand, where should they start? What’s your go-to ‘starter kit’ for a first-time Tower 28 customer? For skincare, I would recommend starting with our SOS Rescue Spray: it’s our hero product that works wonders for any sort of angry skin you might experience (thanks to the key ingredient, Hypochlorous Acid!). And for makeup, you can’t go wrong with our BeachPlease Tinted Balm for an incredibly easy pop of color that works for both lips and cheeks.
What’s your go-to beauty ritual when you’re short on time but need to feel pulled together? I keep it simple! I start by refreshing my skin with a few spritzes of our SOS Rescue Spray, then follow with the SOS Recovery Cream to lock in hydration for the day. Next, I apply our SunnyDays Tinted SPF for lightweight coverage and sun protection, followed by a quick dab of Swipe Concealer to brighten up my under-eyes. I add a wash of BeachPlease on my cheeks for a healthy flush, then layer our new GetSet Blush on top to lock in the color—it doubles as a setting powder, which I love. To finish, I swipe on a little MakeWaves Mascara and ShineOn Lip Jelly, and I’m good to go!
You’re a mom, a CEO, and a founder—how do you actually prioritize wellness day-to-day?Wellness is all about boundaries. It’s something I’ve had to be intentional about, especially with everything I juggle. I make sure to take time for myself in the mornings, even if it’s just a quiet coffee or a walk with my dog. And spending time with my family helps me stay grounded. I also remind myself that I can’t do everything at once, and that’s okay!
As an Asian-American founder, how do you think representation in the beauty industry has shifted since you launched? Representation in beauty has definitely come a long way, but there’s still more work to be done. Since launching Tower 28, I’ve noticed a meaningful shift—more diversity on shelves and in marketing, which is so important. I’m proud to be part of that progress, but I also hope we continue to amplify diverse voices—not just as a trend, but as a lasting and genuine change in the industry.
I also think we’re starting to broaden the definition of what diversity looks like. For example, there was once an expectation that if you were an Asian founder, your brand had to be rooted in traditional Asian ingredients or rituals. But that narrative is evolving. Tower 28 is a reflection of who I am—an Asian American founder—and it’s shaped just as much by my California lifestyle as it is by my cultural identity.
You’ve landed on major shelves—Sephora, Credo, etc. What advice would you give to early-stage founders about navigating retail partnerships? Relationships are key. Retail partnerships are about much more than just the product. It’s about connecting with the team, understanding their needs, and showing up as the best partner you can be.
What’s one belief or value that you hold close, no matter how much the world around you changes? I believe in doing business with integrity. Reputation is everything, and I strive to make decisions that align with my values, even when it’s difficult. I truly believe that you earn your reputation, and that’s something that will always guide my actions.
Complete this sentence: Living well means…
Living well means embracing the journey, being kind to yourself and others, and making sure your actions align with your values. It’s about balance: finding joy in the small things, making time for the people who matter, and staying grounded while pursuing your dreams.
