The Art of Intentions With Amy Liu, Founder and CEO of Tower 28
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.
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