Like many successful entrepreneurs, Amy Liu’s journey in the beauty industry began out of frustration. As someone who has struggled with sensitive skin her entire adult life, Liu constantly looked for beauty products that fit her needs and, disappointingly, turned up empty-handed. Thus, Tower 28 Beauty was born. Liu is the founder and CEO of the modern beauty brand, where she works to cut through the red tape of industry buzzwords like hypoallergenic and fragrance-free. In fact, Tower 28 is the first and only beauty brand to 100% follow the National Eczema Association’s Ingredient Guidelines.
Tower 28 focuses on formulating products that are nontoxic, free of sensitizing irritants, and full of calming and nourishing ingredients without feeling overly clinical. Liu created products she believed in, and the rest of the industry did, too. Just one year after its launch, all of the products in the collection were recognized for awards, and the brand was picked up by one of the most covetable beauty retailers, Sephora.