Tower 28 Founder Amy Liu Risked It All For Her Beauty Brand

On this episode of the Driving Her Empire podcast, host Yasmin Nouri sat down with Amy Liu, the founder and CEO of Tower 28, an reasonably priced, irritant-free elegance brand.

Prior to setting up her possess beauty model, Liu labored as an executive for some of the greatest names in beauty: Smashbox, Kate Somerville and Josie Maran Cosmetics. Still Liu, who has eczema, could not use the products and solutions she experienced a hand in promoting.

The practical experience would inspire her to produce an affordable magnificence manufacturer that is aware of pores and skin tones and textures, vegan and absolutely free of every recognised skin irritant.


A native Minnesotan, Liu is the boy or girl of immigrants. From a younger age, she imagined herself adhering to in her father’s footsteps by getting to be an entrepreneur.

“My dad actually liked what he did. But he felt all of it, you know, the highs and the lows,” she states, “So I consider I have this track record of looking at it, wanting it. … And then alternatively I think my respond to was just to prepare for [risk].”

But when it was time to go to school, Liu felt shed.

“I experienced this thought of entrepreneurship,” she says, “That did not really exist in a way that felt like it was achievable.”

Her cousin, a Harvard graduate, advisable majoring in consulting – but Liu understood her heart was not in it. As a substitute, she went to business school.

However it was only immediately after performing for other corporations that she began to place her master’s diploma in entrepreneurship into observe. By the time she launched Tower 28, she was 40, married, with a few kids in private faculty and a house loan.

“I feel what definitely did occur was I bought an option, and… it felt like it would be ridiculous if I didn’t chase it.”

In spite of founding a thoroughly clean elegance line that features a broad assortment of pores and skin tones, Liu would not contemplate herself a “makeup junkie.”

So, what enthusiastic her to develop a natural beauty brand that is vegan and cost-free of every identified pores and skin irritant? The ability to see her item make some others delighted and self-confident.

“I imagine the thing I actually really like about make-up is make-up helps make persons pleased. And it makes them sense much more self-assured about by themselves,” she claims. “And I truly do imagine that if you truly feel additional self-assured, the way that you stroll by way of the entire world is distinctive. And your ability to do matters and tactic life is improved.”

Engagement and Generation Intern Jojo Macaluso contributed to this article.

Hear a lot more of the At the rear of Her Empire podcast. Subscribe on Stitcher, Apple Podcasts, Spotify, iHeart Radioor where ever you get your podcasts.

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