Growing up in ’90s Los Angeles, I didn’t see faces like mine reflected in popular culture, much less beauty – especially not in the glossy, beachy, blonde-haired ideal that dominated the time. As a Chinese-American daughter of immigrants, I felt like an outsider to that archetype, even though I was living right in the heart of it. I loved the beach and I loved beauty – but I didn’t feel like either of those worlds were made for me.
Fast-forward to today and Tower 28 is proudly rooted in that same beach culture, just reimagined. Inclusive, communal, joyful. I built this brand to reflect what the beach really looks like here in LA: a vibrant mix of people, cultures and skin tones. It’s a love letter to anyone who has ever felt left out of the beauty conversation.
Before launching Tower 28 in 2019, I spent more than 20 years working in the beauty industry at brands like Smashbox, Josie Maran and Kate Somerville. And while I’m grateful for those experiences, I couldn’t ignore that – despite being in leadership positions – I still struggled with eczema and couldn’t use many of the very products I was helping bring to market.
Growing up in ’90s Los Angeles, I didn’t see faces like mine reflected in popular culture, much less beauty – especially not in the glossy, beachy, blonde-haired ideal that dominated the time. As a Chinese-American daughter of immigrants, I felt like an outsider to that archetype, even though I was living right in the heart of it. I loved the beach and I loved beauty – but I didn’t feel like either of those worlds were made for me.
Fast-forward to today and Tower 28 is proudly rooted in that same beach culture, just reimagined. Inclusive, communal, joyful. I built this brand to reflect what the beach really looks like here in LA: a vibrant mix of people, cultures and skin tones. It’s a love letter to anyone who has ever felt left out of the beauty conversation.
Before launching Tower 28 in 2019, I spent more than 20 years working in the beauty industry at brands like Smashbox, Josie Maran and Kate Somerville. And while I’m grateful for those experiences, I couldn’t ignore that – despite being in leadership positions – I still struggled with eczema and couldn’t use many of the very products I was helping bring to market.
So I created Tower 28 with a mission: make clean beauty that’s actually safe for sensitive skin, but fun and affordable, too. We are the only beauty brand that is 100 percent compliant with the National Eczema Association seal of acceptance, with formulas designed to soothe – not irritate. It’s personal, because I’m our customer, too.
From day one, Tower 28 has been about more than skin. It’s about community. It’s about feeling seen. In the early days, people were often surprised to learn an Asian woman was behind this beachy LA brand and while I’ve always felt welcomed in the industry, I’ve definitely felt underestimated at times. That experience of not seeing yourself reflected back, or that feeling of being the exception, motivated me to build a space where everyone feels like they belong.
One of the most surreal moments in our journey was when our SOS Daily Rescue Spray went viral on TikTok. What started as my own holy-grail product suddenly became everyone’s. Seeing people with eczema, breakouts, or redness share their before-and-afters? That meant everything. It wasn’t about chasing a trend – it was about solving a real problem and having it resonate.
To me, viral success is about connection. It's not just about the numbers, or having a sell-out product, it’s about knowing people are using and loving something you created with intention.
That’s also why I launched Clean Beauty Summer School in 2020 – a mentorship and grant program for early-stage BIPOC beauty founders. I know first-hand how important access, support and community are when you’re starting out. This industry is competitive, but it doesn’t have to be exclusive.
If I could tell one thing to the younger version of myself – or to any young person of colour looking to break into the beauty industry – it would be this: you don’t have to wait for permission. You belong here. Your perspective matters. And what makes you different? That’s your strength.
Tower 28 is still just getting started. But every award, every retail milestone, every DM from someone saying “this finally worked for me” – those are the moments that remind me we’re building something meaningful. Not just a brand, but a movement. Beauty should be for everyone.
That’s also why I launched Clean Beauty Summer School in 2020 – a mentorship and grant program for early-stage BIPOC beauty founders. I know first-hand how important access, support and community are when you’re starting out. This industry is competitive, but it doesn’t have to be exclusive.
If I could tell one thing to the younger version of myself – or to any young person of colour looking to break into the beauty industry – it would be this: you don’t have to wait for permission. You belong here. Your perspective matters. And what makes you different? That’s your strength.
Tower 28 is still just getting started. But every award, every retail milestone, every DM from someone saying “this finally worked for me” – those are the moments that remind me we’re building something meaningful. Not just a brand, but a movement. Beauty should be for everyone.
Founder of Tower28, Amy Liu experienced chronic eczema for most of her adult life and struggled to find makeup that didn’t worsen her skin sensitivities, often feeling confined to boring, uninspiring products. Amy set out to create the brand she wished she always had; a colourful range of makeup with gentle, non-irritating formulas that felt accessible and inspiring. Her story sits as proof that beauty’s future is being written by women who transform exclusion into belonging.
Founder of Tower28, Amy Liu experienced chronic eczema for most of her adult life and struggled to find makeup that didn’t worsen her skin sensitivities, often feeling confined to boring, uninspiring products. Amy set out to create the brand she wished she always had; a colourful range of makeup with gentle, non-irritating formulas that felt accessible and inspiring. Her story sits as proof that beauty’s future is being written by women who transform exclusion into belonging.
