Amy Liu built Tower 28 to change the beauty conversation, making products that are safe for sensitive skin without losing the fun. What started with her own struggle with eczema has grown into a brand leading with inclusivity, accessibility, and joy. Here, Amy shares the intentions behind Tower 28, how she’s pushing the industry forward, and the everyday practices that keep her rooted.

What intention first inspired you to launch Tower 28, and how has that original vision evolved?

The inspiration behind Tower 28 came from my own experience living with eczema and working in beauty for almost 20 years. I loved the beauty world, yet the irony was that I couldn’t use most products without my skin flaring up. I wanted to create beauty that was safe for sensitive skin, affordable, and fun, so no one had to feel left out the way I often did. That mission has not changed, but it has deepened. Tower 28 is still the only makeup brand to 100% follow the National Eczema Association’s ingredient guidelines, and since launching we have earned seals of approval from the National Eczema Association, National Psoriasis Foundation, and National Rosacea Society across our entire SOS skincare collection. We are continuing to double down by working with other authorities in sensitive skin to further our mission. I now serve on the National Eczema Association’s board, and we have established a Medical Advisory Board at Tower 28 to ensure every product meets the highest standards of safety and efficacy.

When you think about the beauty industry at large, what intentional change do you hope to see in the next decade?

I hope the industry continues to move away from exclusivity and perfection and toward authenticity, inclusivity, and accessibility. We have made some progress in representation, but there is still so much more to do. Beauty should reflect all people, and I want that to become the norm rather than the exception. That is also why I started Clean Beauty Summer School, to help open doors for underrepresented founders and creators. The more diverse voices we have shaping this industry, the more truly inclusive beauty will become.

What philosophies guide your decision-making as a founder from product development to partnerships?

We always begin with the why. Is this product or partnership truly needed, and does it solve a problem or bring joy (fun is really important to us!). From there, safety, efficacy and high performance are non-negotiable. Every product has to fully follow the National Eczema Association’s ingredient guidelines and pass rigorous testing. Beyond that, we prioritize accessibility by keeping everything under 34 dollars and authenticity by making sure our community is at the center of our decisions.

Tower 28 is known as the only beauty brand to fully adhere to the National Eczema Association’s ingredient guidelines, avoiding all known irritants and allergens. What was the intention behind taking such a disciplined approach from the start?

It was very personal for me. I know what it feels like to have your skin react to something that was meant to make you feel good. For me, clean was not enough — I wanted Tower 28 to be a safe space for even the most sensitive skin types. By adhering to the NEA’s guidelines across all skincare and color cosmetics, we remove the guesswork for our community. They can trust that every single product is designed to be gentle, effective, and truly inclusive of sensitive skin.

What wellness rituals do you rely on to keep yourself grounded and clear-minded?

I am a mom of three, so life is full and messy. To stay grounded, I turn to simple things like hot yoga, long beach walks with my family, and quiet moments with my morning coffee before the house wakes up. These rituals are small but they remind me to slow down and be present.

You have said before that inclusivity has to be more than a marketing line, it has to be lived. What is one decision you have made that really tested that commitment?

Pricing was one of the biggest decisions. Making sure every single product is under 34 dollars was a deliberate choice even though it meant tighter margins. Accessibility is part of inclusivity, and we wanted sensitive skin-friendly products to be available to everyone, not just those who can afford luxury price points. Sticking to that commitment has not always been the easiest path, but it is the one I am most proud of.

If you could give one piece of advice to a young founder about living with intention and purpose, what would it be?

Say your goals out loud and build community around them. So much of my journey has been shaped by the people I have met, the mentors who guided me, and the peers who cheered me on. Living with intention means knowing your why, but also being open enough to let others support you along the way.

Finish this sentence. Living with intentions is...

Living with intentions is aligning your daily actions with your deeper values even when it is hard and even when no one is watching.

Keep up with Amy and see what she’s building on Instagram.