Amy Liu

Amy Liu is Founder and CEO of best-selling sensitive skin-friendly beauty brand Tower 28. After graduating from the University of California San Diego, Amy got her MBA in marketing and entrepreneurship from the University of Southern California. She led a successful 20+ year career as a beauty executive, building some of the fastest-growing prestige brands including Smashbox, Kate Somerville, and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t enjoy the best part of working in beauty: trying out all the products! She saw this challenge as an opportunity, and so in 2019, Amy launched Tower 28: a beauty company designed to be a safe space for sensitive skin. Tower 28’s award-winning SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society, and National Eczema Association - a testament to its commitment to skin-safe, effective formulations. It’s also the only beauty brand to 100% adhere to the National Eczema Association’s Ingredient Guidelines across all skincare and colour products, ensuring the entire line is free of every known skin irritant.

Amy’s pioneering work in the industry - leading initiatives like mentorship + education program Clean Beauty Summer School to support minority-owned beauty brands and content creators - has earned widespread recognition. Since launching Tower 28, she has been honoured with numerous accolades, including the USC Entrepreneur of the Year Award, the CEW Visionary Award, the Create & Cultivate 100 List, WWD’s 2023 Power Brands, and Inc’s 2023 Female Founders 200 List. In 2024, she received the EY Entrepreneur of the Year Greater Los Angeles Award and was most recently recognized as one of the Most Exceptional Entrepreneurs at the Goldman Sachs Builders and Innovators Summit.

In addition to these honours, Amy was recently invited to join the National Eczema Association’s Board, where she will help shape strategies, policies, and initiatives to improve the lives of those living with eczema. She is a member of YPO Los Angeles, a premier global leadership organization that fosters engagement, learning, and growth. Beyond these roles, Amy actively contributes as a mentor and teacher with the Sephora Accelerate incubation program, supporting the next generation of beauty entrepreneurs.

By adhering steadfastly to Tower 28’s mission (sharing a reminder that #ItsOkayToBeSensitive along the way), Amy has grown Tower 28 into a household name, beloved by countless customers, makeup artists, tastemakers, and celebrities alike. Amy lives in Los Angeles, CA, with her husband and Tower 28’s CFO Victor and their three children, where they enjoy the beach culture that inspires Tower 28.