Beauty Boss: Amy Liu, Founder of Tower 28
Amy Liu.
Our latest Beauty Boss is Amy Liu, Founder of Tower 28—a line of clean beauty and skin care products that has developed a cult following. Named after a lifeguard tower in Santa Monica, Tower 28 is designed for sensitive skin and is non-toxic, non-irritating, vegan and cruelty-free. Made in the United States, the beauty brand’s products are rigorously dermatologist and allergy tested, and its formulas strictly adhere to the National Eczema Association’s ingredient guidelines.
A former beauty executive with more than 15 years of experience working in the industry, Liu decided to create her own line after suffering with eczema for years, and created a company that was inclusive of all skin tones and types, budgets, and beauty philosophies. Less than a year old, Tower 28 has already become massively popular and is quickly expanding, recently entering 500 brick-and-mortar Sephora stores nationwide and in Canada.
We chatted with Liu, who shares the inspiration behind the brand, favorite wellness and beauty tips, best advice, and more.
When was Tower 28 founded and what does the name mean?
I finished raising my pre-seed round of fundraising on February 2, 2018 and launched the brand on April 16, 2019. Both dates are huge milestones!
I’ve lived in West L.A. for a long time now and have always loved beach culture—specifically the point where Santa Monica and Venice Beach meet, because you can literally see every kind of person (ethnicity, socio-economic, etc.) at that point on the beach. And I just love that the beach is a place where everyone gets to enjoy a healthy lifestyle.
When I was trying to figure out a brand name, I wanted it to connote a feeling of safety without being medicinal. Lifeguard towers are an obvious sign of safety and are numbered 1 through 30 from Malibu to Santa Monica. The tower I have always met friends at is Tower 28. One day I got the text, “Meet me at Tower 28” and it was my a-ha moment! A name that conveys safety, community, accessibility, and fun for all!
What inspired the creation of the brand?
I’ve been in the beauty industry for a long time, working for brands like Smashbox, Kate Somerville, Josie Maran and more…but for even longer, I’ve suffered from chronic eczema (literally my entire adult life). As someone with a history of sensitive and unreliable skin, I’m acutely aware of the struggles that come with skin issues.
There was a time I wouldn’t even wear anything above the knee because my eczema would dry into scars that looked like bruises. Strangers were asking me if I was okay! You can cover up your face with makeup, but that would make me feel guilty that I was making it worse. Wanting beauty products that were both clean (non-toxic) and safe for sensitive skin inspired me to start Tower 28—plus wanting it to be fun!
Does Tower 28 have a hero product?
To be honest, all our products are productive at this point. They’re all really good! But, SOS Daily Rescue Facial Spray is the highest price point at $28, so it contributes the most to revenue.
The hero ingredient in SOS is hypochlorous acid, which as an ingredient has been around forever. In fact, hospitals have been known to use it for wound care because of its soothing, antimicrobial, and healing properties. The issue with it historically has been its stability, so the shelf life was questionable.
I got turned onto hypochlorous acid by a friend who heard about it and recommended it because of my eczema. My team and I scoured labs to find someone who could make it stable and once we found someone, we tested different pH and concentration levels. Once we had a formula that worked on my skin, both face and body, we got 100 bottles to send out to anyone who was willing. The feedback was amazing and we heard testimonials about how it helped to instantly calm redness, de-stress, and help heal a myriad of skin issues—from acne to sunburn, post-procedure, piercings/tattoos, etc. It’s really through testimonials and reviews that we have learned so much about what the product does.
Speaking for myself, not until I started using SOS has my skin ever been so reliable. I still get bouts of eczema but SOS stops it in its tracks. I haven’t used any oral or topical steroids since I started using it, which says a lot!
What are your favorite products from the brand?
Um, all of them? It’s like asking me who my favorite kid is! But on a daily basis, I reach for SOS Daily Rescue Facial Spray (AM/PM, plus throughout the day if i’m going through something), BeachPlease Luminous Tinted Balm in Magic Hour and ShineOn Lip Jelly in Fire. Plus I always keep SuperDew Highlighter Balm in my bag to make my skin look dewy!
Where are your products sold?
Besides our own website, Tower 28 is sold at Sephora online and in all stores in the USA and Canada (500+ stores), Credo Beauty online and in stores (10 stores including Fred Segal), and on revolve.com.
Future plans for the brand?
It’s still early days! The goal is to focus on building brand awareness and product trials. Plus, launch more amazing products that fill a void that we can meet: non-toxic, non-irritating, $28 and under, plus fun!
Tower 28 is a line of non-toxic vegan and cruelty-free makeup and skin care.
Who inspires you?
Both my husband and my best friend. My husband because he is literally the best person I know with the most integrity. One of his favorite pieces of advice is, “Don’t do anything you wouldn’t want to see written about you on the front page of the newspaper.” He’s my north star plus an amazing father, partner and cheerleader. I couldn’t do this without him.
My best friend is one of those people who always seems to have it together. She does everything to perfection—parenting, interior decorating, her job, and more. But it only happens because she is a lifelong learner and so committed to evolving herself and getting better. That balance of striving, doing and being vulnerable to change is inspiring.
Secret to success?
No one does anything alone. I very sincerely have an attitude of gratitude and I think it makes me both happy and hopefully, a better person to work with. I really love my team and appreciate them. It’s not just about how hard they work, but also how much I enjoy their creativity and their company. It makes it so much more fun to be able to build something if you enjoy the people you’re doing it with.
Beauty secrets?
Use SOS! But seriously, figure out how your own skin works. For me, I’m super sensitive to certain essential oils and to what I eat. For other people, it might be fragrance or other irritants. That’s why we avoid so many irritants (including all essential oils, fragrance, and the rest of the National Eczema Association blacklist). And then some people tell me they have skin like leather and they can do anything! I think it’s really specific to the individual. And don’t over-exfoliate!
Wellness tips?
I really do find that drinking celery juice and eating less sugar, gluten, and dairy makes a difference. That said, I never go one day without drinking coffee! And in general, I think being happy and less stressed goes a long, long way. Part of leading a healthy lifestyle is keeping non-toxic people out of your life, too!
Best advice?
Someone once told me, “You can have it all, you just can’t have it all at once,” and I really believe it. Self-acceptance, self-care—all those things are real. I have spent so much of my life worried about what’s next and if I was going to be okay or enough. In retrospect, I wish I would have just enjoyed things and been more present, so I’m really trying to do that now. I’m trying to be more patient with myself.
How do you like to relax?
I try to wake up an hour before my family does. It’s my magic hour when I drink my coffee, write down a few things I’m grateful for, read a little, and just generally spend some time alone with my thoughts. Sometimes I even go on a walk! Life can be so busy and full of distractions, it’s nice to take a moment and reflect.
For more information, visit tower28beauty.com and follow them on Instagram: @tower28beauty
[Images courtesy of Tower 28]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk