From Humble Beginnings to Beauty Empire: Amy Liu's Journey with Tower 28

Table of Contents

1. Key Highlights:
2. Introduction:
3. The Formative Years: From Gift Wrapping to Cold Calling
4. The Leap of Faith: Overcoming Self-Doubt and Embracing Entrepreneurship
5. The Power of Presence: Driving Representation and Authentic Beauty
6. The Art of Discernment: Filtering Opinions and Staying True to Vision
7. Operational Excellence and Strategic Partnerships: The Engine of Growth
8. The Privilege of Purpose: Living the Dream Job
9. FAQ:

Key Highlights:

• Amy Liu, founder of Tower 28, spent two decades in the beauty industry before launching her brand, which is celebrated for its sensitive-skin-friendly products and inclusive vision.
• Liu's career trajectory, from early sales roles at ADP and telemarketing to founding a successful beauty company, underscores the importance of problem-solving, resilience, and filtering external opinions.
• Tower 28 champions representation and authenticity in beauty, exemplified by its collaboration with "CEO of blush" Toni Bravo, and aims to empower consumers and aspiring entrepreneurs alike.

Introduction:

The beauty industry, a dynamic and ever-evolving landscape, often appears from the outside as a realm of glamour and effortless perfection. Yet, beneath the polished surface lies a rigorous world of innovation, strategic thinking, and profound dedication. For founders like Amy Liu, the journey to establishing a successful brand is paved not only with creative vision but also with two decades of hard-won experience, entrepreneurial spirit, and a deep understanding of consumer needs. Liu, the driving force behind Tower 28, a brand now lauded by figures such as Hailey Bieber and endorsed by the National Eczema Association, exemplifies this complex path. Her story is one of transformation, evolving from early roles in direct sales and telemarketing to becoming a CEO who prioritizes inclusivity, authentic problem-solving, and a genuine connection with her audience. This comprehensive exploration delves into the pivotal experiences, guiding philosophies, and strategic choices that have shaped Amy Liu’s remarkable career, culminating in the creation of a beauty brand that resonates deeply with a diverse and loyal customer base.

The Formative Years: From Gift Wrapping to Cold Calling

Every entrepreneurial journey has its genesis in early experiences that, at the time, might seem disconnected from future aspirations. For Amy Liu, her first forays into the workforce provided foundational lessons in sales, customer interaction, and the subtle art of persuasion. Her initial role in high school involved gift-wrapping at Papyrus, a seemingly simple task that instilled in her a crucial understanding of presentation's impact. This early exposure to the retail environment, where the aesthetic appeal of a wrapped gift could enhance its perceived value, offered a tangible lesson in the power of visual appeal—a principle that would later become central to her work in the beauty industry.

Beyond the retail counter, Liu's college years introduced her to a more challenging, yet equally instructive, aspect of sales: cold calling. Working for ADP, a payroll services company, she was tasked with identifying leads by directly approaching small businesses, such as a local taco shop. This experience stripped away any illusions about sales, revealing it in its purest, often uncomfortable, form. Approaching individuals who had no prior expectation or desire to engage, Liu honed her ability to initiate conversations, quickly assess needs, and articulate value propositions. This direct, face-to-face interaction, devoid of the pre-warmed leads typical in many sales environments, forced her to develop resilience, adaptability, and an acute sense of how to navigate initial resistance.

A particularly inventive tactic she employed at ADP involved distributing freshly baked Otis Spunkmeyer cookies. This simple gesture, a small act of unexpected generosity, served as an icebreaker, transforming a potentially awkward cold call into a more approachable interaction. The cookies became a tangible representation of her willingness to connect on a human level, softening the inherent resistance often met in unannounced sales pitches. This creative approach to overcoming barriers highlighted the importance of unique engagement strategies, demonstrating that even in the most transactional environments, personal touches can forge connections and open doors.

These early roles, though far removed from the glamour of the beauty world, provided an invaluable education. They taught Liu that sales, at its core, is about understanding people and their pain points. As a business school professor once advised her, "If you really want to do well, don’t sell a vitamin. Sell a painkiller." This philosophy underscores the need to identify and address genuine problems rather than merely offering something "nice to have." A vitamin, while beneficial, is often seen as a supplement; a painkiller, however, addresses an immediate, pressing need. This distinction became a guiding principle for Liu, influencing her approach to product development at Tower 28, where she aimed to create solutions for sensitive skin, addressing a clear and often frustrating "pain point" for many consumers.

The "worst jobs" Liu encountered also played a crucial role in her development, albeit in a different way. Her summer typing business cards for a pop-up tent manufacturer taught her the drudgery of purely administrative, repetitive tasks, emphasizing the importance of finding work that offers intellectual engagement and purpose. Similarly, a high school telemarketing job, disguised as survey collection, forced her to master the art of sustained, engaging conversation over the phone. Despite the competitive environment and the challenge of keeping callers engaged for five to six minutes, she learned to be personable, resilient, and most importantly, how to gracefully move on from rejections. This ability to "let things go and move on to the next number" proved instrumental in cultivating the mental fortitude required for entrepreneurship, where setbacks are an inherent part of the journey. These experiences, both good and bad, collectively built a robust foundation of sales acumen, resilience, and a deep-seated understanding of consumer psychology, all of which would serve her well in building Tower 28.

The Leap of Faith: Overcoming Self-Doubt and Embracing Entrepreneurship

For two decades, Amy Liu honed her skills within the established structures of the beauty industry, working for various brands and gaining extensive experience. Yet, the idea of venturing out on her own, of stepping into the uncertain world of entrepreneurship, remained a daunting prospect. This hesitation stemmed from a common human tendency: the comfort of proficiency within an existing system. Liu was, by her own admission, a "good student," adept at earning "gold stars" within corporate hierarchies. The idea of trading this proven competence for the unpredictable terrain of founding a company was a significant mental hurdle.

A pivotal moment in overcoming this self-doubt arrived in an unexpected form: Mindy Kaling’s book, Why Not Me? The title itself resonated powerfully with Liu, prompting a profound internal question: Why not me? This simple query served as an impetus, challenging her ingrained narratives of needing to be "prepared" or to "learn enough" before taking such a monumental leap. It illuminated the realization that while accumulating knowledge and experience is vital, there comes a point where continued preparation can become a form of procrastination. The book provided the push she needed to reframe her perspective, shifting from a mindset of seeking external validation for readiness to one of internal empowerment.

Liu's journey to entrepreneurship was also deeply influenced by her family background. Her father, an immigrant entrepreneur whose primary language was not English, built his own business out of necessity, a stark contrast to the corporate ladder. He often expressed the desire for his children to avoid the inherent risks and instability of entrepreneurship, even advising Liu to "quit while you're ahead" even after Tower 28's success. This firsthand observation of her father's entrepreneurial highs and lows, including the painful experience of his business failing during the 1990s financial crisis, offered a raw, unfiltered view of the volatile nature of self-employment.

Conversely, her mother, an auditor, represented a life of stability and predictability, characterized by a consistent schedule and a professional detachment from her work. This dichotomy presented Liu with a clear choice. She observed her mother's lack of passionate engagement with her job and realized her own desire for something more profound. Liu consciously chose the path of emotional investment, embracing the "highs and the lows" that come with truly caring about one's work. This craving for engagement, for a job where she could "give a shit," became a powerful motivator, pushing her towards a career where her efforts would directly impact a product and a community she genuinely believed in.

The two decades spent working for others were not wasted; they were, in fact, crucial. Liu acknowledges that her ability to manage effectively today is directly linked to her understanding of the employee perspective. She learned the intricacies of team dynamics, operational challenges, and market demands from the inside out. Moreover, her corporate career allowed her to cultivate an invaluable network of contacts, a "community of people to ask questions" when facing uncharted entrepreneurial territory. This network provided mentorship, advice, and support, mitigating some of the isolation often associated with starting a business. The leap of faith was not blind; it was informed by extensive experience and fortified by a strategically built support system, enabling her to transition from a successful corporate professional to a confident, purpose-driven founder.

The Power of Presence: Driving Representation and Authentic Beauty

Amy Liu's journey with Tower 28 is profoundly shaped by a commitment to representation and authenticity, principles that extend far beyond marketing slogans. Her belief that "if you can do something, you should" underpins her drive to create a brand that not only offers effective products but also champions a more inclusive vision of beauty. Growing up, Liu rarely saw individuals who looked like her in positions of business leadership, highlighting a significant void in representation. This personal experience fuels her conviction that visibility matters—that seeing someone who shares your background succeed can inspire and empower others to pursue similar paths.

A particularly impactful moment for Liu was encountering a speech by Jamie Kern Lima, the founder of IT Cosmetics. Kern Lima’s address, delivered to industry professionals, underscored their collective responsibility for shaping perceptions of beauty and self-image. This message resonated deeply with Liu, reinforcing her own long-held belief that the beauty industry wields significant influence over how people view themselves. Having spent years in the industry, Liu candidly recalls instances where she might have been complicit in perpetuating unrealistic beauty standards, such as editing out "crow's feet" or "wrinkles" from images. This self-awareness spurred a desire to "do something a little bit different" with Tower 28.

Her brand's ethos is therefore rooted in presenting diverse images that reflect the true spectrum of beauty, free from artificial enhancements or unattainable ideals. Liu understands that "you have to see it to be it"—a concept that applies both to consumers seeing themselves reflected in beauty campaigns and to aspiring entrepreneurs seeing people of color in leadership roles. By consciously featuring a wide range of skin tones, body types, and ages, Tower 28 actively challenges conventional beauty norms and fosters a sense of belonging and validation among its audience. This commitment to genuine representation not only distinguishes Tower 28 in a crowded market but also aligns with a growing consumer demand for brands that reflect their values.

This philosophy extends to strategic partnerships, as exemplified by Tower 28’s collaboration with content creator Toni Bravo, known on social media as the "CEO of blush." This partnership was not merely a marketing ploy; it was born from a shared vision of inclusivity and a genuine understanding of product needs. Bravo's authentic journey of having to blend multiple shades to achieve her desired blush color highlighted a significant gap in the market for diverse, wearable blush shades that flatter a wide range of skin tones without appearing "ashy, blue, or even yellow." Liu recognized Bravo as a true "authority" with a "genuine connection with her community" and a thoughtful perspective on what was missing from existing product offerings.

The collaboration went "deep into the details of testing, swatching, and adjusting" to perfect the shades, ensuring they were "bold, joyful, and still feel wearable." This meticulous process reflects Tower 28’s commitment to quality and consumer satisfaction, demonstrating that authenticity is not just about image but about delivering on product promises. The partnership also celebrated a shared identity, with both Liu and Bravo being "proud L.A. girls," adding another layer of personal connection to the brand's narrative. This kind of authentic collaboration, driven by shared values and a commitment to addressing real consumer needs, amplifies Tower 28’s message of inclusivity and reinforces its position as a brand that genuinely sees and serves its diverse audience.

The Art of Discernment: Filtering Opinions and Staying True to Vision

A critical skill for any leader, particularly an entrepreneur, is the ability to discern valuable feedback from noise. Amy Liu has cultivated this art of discernment, recognizing that while external input is essential for growth, not all opinions are equally relevant or constructive. She lives by the principle of "blinders up" when it comes to unfiltered, potentially derailing advice, a lesson she learned through various experiences, including a particularly difficult former manager who was "the last person who had her ear." This manager’s inability to make firm decisions, constantly shifting her stance based on the most recent advice, illustrated the chaos that ensues when a leader lacks a clear filter for feedback.

Liu's approach to feedback is nuanced: she actively listens to her team and external voices, understanding that "I’m literally hiring all these people because I want their feedback." This indicates a genuine openness to diverse perspectives and a recognition of the collective intelligence of her team. However, this openness is coupled with a strong filtering mechanism. She considers the source of the feedback, their perspective, and their relevance to the specific issue at hand. For example, she cites the scenario of asking a team member who rarely wears makeup to test a full-coverage foundation. While that individual's feedback might be valid for her preferences, it wouldn't necessarily be representative of the target audience for such a product. In this instance, Liu would filter that feedback, understanding that for this specific product, a different perspective might be more relevant.

This filtering process is crucial for maintaining momentum and a cohesive vision. If a leader were to act on every piece of advice, particularly contradictory ones, progress would stall, and the brand's identity would become muddled. Liu emphasizes, "If I listened to everybody, we would never move forward." This pragmatic approach allows Tower 28 to remain agile and focused, ensuring that decisions are made strategically, guided by core principles and market insights, rather than being swayed by every passing opinion.

The challenge lies in striking the right balance: being receptive enough to glean valuable insights, but strong enough to remain steadfast in the brand's core mission. Liu's experience, from her brother's aesthetic critique of her early logo—a comment she filtered because he wasn't her demographic—to navigating diverse team opinions, has refined this skill. It's about respecting individual perspectives while maintaining a clear understanding of the target audience, brand identity, and long-term objectives. This discernment is not about arrogance; it's about strategic leadership, ensuring that every decision, every product, and every campaign aligns with Tower 28's overarching vision of inclusive, skin-friendly beauty.

Operational Excellence and Strategic Partnerships: The Engine of Growth

Beyond visionary leadership and a compelling brand philosophy, the practicalities of running a successful business demand operational efficiency and strategic alliances. Amy Liu's insights into her "inbox strategy" and her groundbreaking partnership with Toni Bravo offer a glimpse into the operational realities and growth drivers behind Tower 28's success.

Liu candidly admits to not being an "inbox zero" person, a relatable confession for many busy professionals. Her pragmatic approach involves utilizing tools like Superhuman to filter out "junk" and establishing clear internal communication protocols. By designating Slack for internal conversations and reserving email for "large pieces of information or external [communications]," she streamlines communication flow, reduces clutter, and ensures that critical information is accessible while everyday discussions don't overwhelm her primary communication channel. This organizational discipline, while seemingly minor, is crucial for a CEO who needs to maintain focus on high-level strategy and external relationships without getting bogged down in granular internal discussions. Efficient communication systems are the backbone of any growing company, enabling teams to collaborate effectively and respond swiftly to market demands.

The partnership with Toni Bravo, the "CEO of blush," stands as a testament to Tower 28's innovative approach to product development and market penetration. For Tower 28, creating new shades with a content creator was a significant departure from their usual practice, signaling a strategic move to leverage the power of authentic influence. This was not a superficial endorsement deal but a deep collaboration born from Bravo's genuine connection to the brand and her authority on blush. Bravo's personal story of needing to blend shades to achieve her desired "red berry and orange" hue highlighted a real unmet need in the market. This resonated with Tower 28's core mission of inclusivity and addressing consumer pain points.

The collaboration process itself was rigorous, involving "deep into the details of testing, swatching, and adjusting." This hands-on approach ensured that the co-created products, the GetSet formula blushes, were not just aesthetically pleasing but also met high standards of performance and wearability across a "wide range of skin tones." Bravo's keen "eye for color" and her ability to instantly identify whether a shade would appear "ashy, blue, or even yellow" were invaluable, bringing a level of expertise rooted in direct consumer experience. This collaborative model, where a content creator is integrated into the product development process, ensures that the resulting products are genuinely desired by the community they serve.

This partnership underscores several key strategic elements:

• Authentic Influencer Marketing: Instead of simply paying an influencer for promotion, Tower 28 chose a true collaborator whose expertise and community connection were integral to the product itself. This built-in authenticity resonates far more powerfully with consumers.
• Addressing Market Gaps: The partnership specifically targeted a demonstrable gap in the market for inclusive blush shades, aligning with Tower 28's commitment to representation.
• Leveraging Niche Authority: Toni Bravo's status as the "CEO of blush" provided an unparalleled level of specialized authority, ensuring that the new shades were not just pretty but expertly crafted for their intended purpose.
• Community Engagement: By involving a beloved content creator, Tower 28 directly engaged with a passionate community, fostering loyalty and excitement around the new launch.

These operational choices and strategic partnerships are not merely about driving sales; they are about building a sustainable brand that is responsive, innovative, and deeply connected to its audience. They demonstrate Liu's ability to balance big-picture vision with the practical execution required to bring that vision to life.

The Privilege of Purpose: Living the Dream Job

In a world often fixated on the pursuit of an idealized "dream job," Amy Liu offers a refreshing and grounded perspective: she is doing her dream job, yet acknowledges that "any job is still called work for a reason." This nuanced understanding highlights that even the most fulfilling roles come with challenges and demands. Her perspective is one of profound gratitude and privilege, recognizing the unique opportunity she has to combine passion with purpose.

Liu articulates the core of her satisfaction in two primary ways: the tangible impact of her products and the collaborative spirit of her team. She finds immense joy in "mak[ing] products that make people feel really happy and good," a sentiment that speaks to the emotional connection consumers often have with beauty items. More significantly, she emphasizes the functional benefit of Tower 28's offerings: "in the best-case scenario, do save people’s skin." This speaks directly to the brand's origin and its commitment to sensitive skin, addressing genuine dermatological concerns and providing solutions that alleviate discomfort and build confidence. This problem-solving aspect, reminiscent of her "painkiller" philosophy from her early sales days, is a profound source of meaning for her.

Beyond product efficacy, Liu cherishes the team she has built. The ability to assemble and lead a group of individuals who share her vision and contribute their expertise is a significant reward in itself. She notes that having this team and achieving "all these things that I always thought I wanted" doesn't mean the journey is without its difficulties. Entrepreneurship is inherently demanding, requiring constant adaptation, problem-solving, and resilience in the face of setbacks. The "work" component of a "dream job" involves navigating these complexities, making tough decisions, and consistently pushing forward.

Liu's outlook serves as an inspiration for aspiring entrepreneurs and professionals alike. It redefines the concept of a "dream job" from an effortless, utopian state to one of deep engagement, meaningful impact, and the willingness to embrace both the triumphs and the trials. Her journey underscores that true professional fulfillment often lies not in the absence of challenges, but in the profound satisfaction derived from overcoming them in pursuit of a purpose greater than oneself. For Amy Liu, that purpose is building a beauty brand that not only delivers high-quality products but also champions inclusivity, solves real skin concerns, and fosters a sense of joy and confidence for its diverse community. Her continued dedication to these principles ensures that Tower 28 remains a brand with both substance and soul, embodying the very ideals she sought when she chose to "give a shit" about her work.

FAQ:

Q1: What inspired Amy Liu to start Tower 28 after 20 years in the beauty industry?

A1: Amy Liu was inspired by a combination of factors. Having spent two decades working for other beauty companies, she felt ready to strike out on her own, partly motivated by Mindy Kaling's book Why Not Me? which challenged her self-doubt. Additionally, her entrepreneurial father and auditor mother presented a stark contrast in career paths, leading Liu to desire a job she was deeply passionate about, willing to embrace both its highs and lows. She also felt a strong responsibility to create a brand that offered genuinely sensitive-skin-friendly products and promoted diverse, authentic beauty, a gap she observed in the industry.

Q2: How did Amy Liu's early jobs contribute to her success as a founder?

A2: Liu's early jobs provided foundational skills crucial for entrepreneurship. Her gift-wrapping role at Papyrus taught her the importance of presentation. Working in cold sales for ADP, she learned direct communication, lead generation, and the art of understanding customer needs ("selling a painkiller, not a vitamin"). A telemarketing job honed her ability to engage strangers, persist through rejection, and "let things go and move on." Even a manual data entry job taught her the value of meaningful work. These diverse experiences built her resilience, sales acumen, and understanding of human psychology, all vital for building and leading a company.

Q3: What is Tower 28's philosophy regarding sensitive skin and inclusivity?

A3: Tower 28 is built on the philosophy of creating fun, effective skincare and makeup products that are specifically safe for sensitive and eczema-prone skin. The brand is endorsed by the National Eczema Association, reflecting its commitment to gentle formulations. Beyond product efficacy, inclusivity is central to its brand identity. Amy Liu believes in the importance of representation, aiming to show diverse images in beauty campaigns so that people "can see it to be it." This commitment extends to product development, ensuring shades flatter a wide range of skin tones, as exemplified by collaborations like the one with Toni Bravo, the "CEO of blush," to create inclusive blush shades.

Q4: How does Amy Liu handle external opinions and feedback?

A4: Amy Liu believes in actively listening to feedback from her team and external sources but employs a strong filtering mechanism. She considers the perspective and relevance of the person offering the feedback, preventing her from being swayed by every opinion. Her strategy is to gather diverse insights from her team but ultimately make decisions based on what aligns with Tower 28's core vision and target demographic. She emphasizes that without this filtering process, a company "would never move forward."

Q5: What lessons can aspiring entrepreneurs learn from Amy Liu's journey?

A5: Aspiring entrepreneurs can learn several key lessons:

1. Embrace Early Experiences: Every job, no matter how seemingly small, offers valuable lessons in sales, customer service, or resilience.
2. Challenge Self-Doubt: Don't wait for perfect preparedness; sometimes, the best way to learn is by taking the leap, as inspired by Liu's "Why Not Me?" moment.
3. Find Your "Painkiller": Create products or services that solve a genuine problem for your audience, rather than just being "nice to have."
4. Prioritize Purpose: Seek work you genuinely care about, as passion fuels perseverance through challenges.
5. Build a Network: Cultivate relationships and a community of mentors and peers to lean on for advice and support.
6. Filter Feedback Strategically: Be open to opinions but learn to discern which feedback is relevant and constructive for your specific vision and goals.
7. Champion Inclusivity: Build a brand that reflects and serves diverse communities, as representation is increasingly important to consumers.