Amy Liu on Building Tower 28 Beauty After 40 and The Mindset Female Entrepreneurs Need to Weather The Storm
Tue Jan 27 2026
Amy Liu is Founder and CEO of best-selling sensitive skin-friendly beauty brand Tower 28. After graduating from the University of California San Diego, Amy got her MBA in marketing and entrepreneurship from the University of Southern California. She led a successful 20+ year career as a beauty executive, building some of the fastest-growing prestige brands including Smashbox, Kate Somerville, and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t enjoy the best part of working in beauty: trying out all the products! She saw this challenge as an opportunity, and so in 2019, Amy launched Tower 28: a beauty company designed to be a safe space for sensitive skin. Tower 28’s award-winning SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society, and National Eczema Association— a testament to its commitment to skin-safe, effective formulations. It’s also the only beauty brand to 100% adhere to the National Eczema Association’s Ingredient Guidelines across all skincare and color products, ensuring the entire line is free of every known skin irritant.
Follow Amy Liu hereFollow Tower 28 Beauty hereShop Tower 28 Beauty here - Use code THEBIGMOVE20 for 20% off your purchase at https://www.tower28beauty.com/
Follow The Big Move Podcast hereFollow Host Em here
Listener Note: This episode touches on sensitive topics, including febrile seizure in children and the Los Angeles fires, which may be hard to hear for some listeners.
More
Amy Liu is Founder and CEO of best-selling sensitive skin-friendly beauty brand Tower 28. After graduating from the University of California San Diego, Amy got her MBA in marketing and entrepreneurship from the University of Southern California. She led a successful 20+ year career as a beauty executive, building some of the fastest-growing prestige brands including Smashbox, Kate Somerville, and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t enjoy the best part of working in beauty: trying out all the products! She saw this challenge as an opportunity, and so in 2019, Amy launched Tower 28: a beauty company designed to be a safe space for sensitive skin. Tower 28’s award-winning SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society, and National Eczema Association— a testament to its commitment to skin-safe, effective formulations. It’s also the only beauty brand to 100% adhere to the National Eczema Association’s Ingredient Guidelines across all skincare and color products, ensuring the entire line is free of every known skin irritant. Follow Amy Liu hereFollow Tower 28 Beauty hereShop Tower 28 Beauty here - Use code THEBIGMOVE20 for 20% off your purchase at https://www.tower28beauty.com/ Follow The Big Move Podcast hereFollow Host Em here Listener Note: This episode touches on sensitive topics, including febrile seizure in children and the Los Angeles fires, which may be hard to hear for some listeners.