Beginning a magnificence model is one factor, however reshaping a complete class is one other—and that’s precisely what magnificence trade veteran Amy Liu did when she based Tower 28 Magnificence.
The make-up and skin-care model is made with delicate and eczema-prone pores and skin in thoughts, nevertheless it goes past that: As an alternative of treating sensitivity as an afterthought, Tower 28 places it on the middle of the whole lot it does. Although Liu has handled power eczema herself, she didn’t consider that meant make-up and skincare needed to really feel scientific or boring.
That’s precisely what Tower 28 is: a joy-sparking model you really look ahead to utilizing, with merchandise designed for all pores and skin varieties. Fan favorites embrace the SOS Rescue Spray ($28), Swipe Serum Concealer ($24), BeachPlease Cream Blush ($20) and lots of extra.
In honor of Asian American and Pacific Islander Heritage Month, we sat down with Tower 28 founder Amy Liu to debate how her id has formed her relationship with magnificence, the hole she noticed out there for eczema-prone and delicate pores and skin, what excites her concerning the subsequent era of AAPI model founders and extra.
As an Asian American founder, how has your id formed the way in which you method magnificence, wellness and skincare?
“Growing up in California during the peak of beach culture, I always felt like an outsider because I didn’t see anyone who looked like me in pop culture. That experience deeply shaped the way I approach beauty today. I wanted to build a brand that felt inclusive in every sense, inclusive of skin tone, skin type, sensitivity, budget and beauty philosophy.
As someone who has had eczema my entire adult life, I also know what it feels like to feel excluded from beauty because you are relegated to using products that are ‘safe’ but boring. That’s why Tower 28 was created to be a safe space for sensitive skin, but still joyful, colorful and aspirational. Beauty should make people feel seen, not left out. And the products have to work!”
Are there any values out of your upbringing or tradition that proceed to information the way in which you lead your organization as we speak?
“My parents immigrated from Taiwan to the Midwest and raised me with a strong work ethic and hustle. My dad was an entrepreneur by default, and I watched him build a life for us and make his way in the world. He would not have been successful without his Asian American community and network. That sense of collaboration over competition is something I believe in deeply, and it’s become a huge part of our culture at Tower 28. Whether it’s through partnerships or the way we support causes important to our community, I really believe we are better together. I also think there’s a strong sense of resilience and resourcefulness in many immigrant families, and that mindset has definitely helped me as a founder.”
Earlier than you launched the model, did you all the time think about it might be a model centered on delicate pores and skin and eczema-prone pores and skin?
“I spent my career working in beauty and constantly felt frustrated that I couldn’t fully participate in the industry because of my eczema. I couldn’t test products the way everyone else could, and so many formulas marketed as ‘clean’ still made my skin flare up. I knew firsthand there was a huge gap between products that were safe and high-performance. I didn’t want to create something clinical or boring. I wanted to create products that performed beautifully but were intentionally made for sensitive skin from day one.”
What was the second you realized there was a niche out there for delicate pores and skin and eczema-friendly merchandise?
“Twenty years ago, when clean beauty was first introduced, I remember thinking maybe that was the answer for my eczema. I tried to make the switch and found that ‘clean beauty’ wasn’t necessarily safe beauty. Poison ivy is natural, too! A lot of ‘clean beauty’ just irritated my skin and wasn’t as high-performance either. I was using the NEA [National Eczema Association] to help me navigate which products to use for detergent, hand soap, etc. And I wondered why it didn’t exist [for makeup or skin care]. We are proudly the first and only brand to be 100 percent compliant with the NEA Seal of Acceptance guidelines and still high performance!”
Tower 28 was one of many first status magnificence manufacturers to essentially middle the eczema group. What does that illustration imply to you?
“I feel really proud that Tower 28 has helped expand the definition of inclusivity in beauty. So many people have told me that our products made them feel seen for the first time, and now they can feel safe wearing our makeup and skin care. Finally, a brand that makes sensitive skin feel like they can have fun, aspirational beauty as well.”
How do you hope somebody with eczema or extremely delicate pores and skin feels once they use Tower 28 merchandise for the primary time?
“I hope they feel safe. I know what it feels like to be nervous trying a new product because you’re worried your skin will react. Beauty should be fun. It should feel empowering and expressive, not stressful. When I hear from customers that SOS Rescue Spray ($28) changed their skin or helped them feel confident again, those are the moments that remind me exactly why I started this company.”
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Have there been moments in your profession the place you felt underestimated? And the way did that form the way in which you constructed Tower 28?
“I grew up watching my dad be an entrepreneur, but he often said that he became an entrepreneur by default, not by choice. With English as his second language, he didn’t have the same opportunities. When I started Tower 28, he was the first to tell me not to do it. He just couldn’t imagine that a woman, much less an Asian American woman, could be a successful entrepreneur, given the challenges, but also how hard it is. In many ways, he’s not wrong. But I truly believe you have to see it to be it, and honestly, his doubt encouraged me to work even harder to make this dream a reality.”
You created a model for folks with eczema and delicate pores and skin whereas nonetheless making magnificence really feel enjoyable and aspirational. Why was that stability vital to you?
“Because people with sensitive skin deserve beautiful things too! For so long, products for sensitive skin felt clinical, medicinal or honestly a little depressing. I never wanted Tower 28 to feel like that. I wanted bright colors, glossy lips, fun textures, beautiful campaigns and all the things people love about beauty, but created in a way that’s safe and accessible. Having sensitive skin shouldn’t mean opting out of the fun part of beauty culture.”
Did your personal relationship with make-up or skincare change due to eczema?
“Eczema made me much more intentional about what I put on my skin and taught me that ingredients and formulation really matter. There were periods where I felt disconnected from beauty because my skin was so reactive. But it also made me appreciate the emotional side of skin care and makeup in a much deeper way. When your skin is flaring, it impacts your confidence and how you move through the world. That’s why I’ve always approached product development through both a functional and emotional lens.”
Once you take a look at the subsequent era of AAPI magnificence founders, what excites you most?
“I’m really excited by how community-oriented this next generation feels. There are so many founders bringing their full identities, stories and cultural perspectives into beauty in ways we didn’t see as often before.”
