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Amy Liu, Founder of Tower 28 | Building a Beauty Empire While Raising a Family
On this weeks episode, we sit down with Amy Liu — founder & CEO of Tower 28 Beauty, mom of three, and one of the most authentic voices in the clean beauty space.
Amy opens up about the real journey behind building one of Sephora’s fastest-growing brands while navigating motherhood, marriage, identity, burnout, and the pressure to be “everything” to everyone.
From launching Tower 28 with a Shopify template and an iPhone…
to dealing with imposter syndrome in rooms filled with powerhouse women…
to raising kids inside the business…This conversation is a masterclass in founder grit, resilience, mothering while building, and choosing yourself — without losing what matters most.
If you're a mom building a business, a founder searching for purpose, or someone craving a real look behind the highlight reel… this episode will stay with you.
CHAPTERS
00:00 — Introduction
01:40 — The Eczema Story That Started Tower 28
04:04 — The Loneliness of Building Something From Scratch
05:51 — Why Amy Never Felt “Obsessed” With Makeup
07:59 — Imposter Syndrome at a Room Full of Founders
09:45 — The Unexpected Impact of Tower 28 on Young Girls
12:21 — Hustle, Grit & Building While Mothering
13:56 — Taking Four Years Off & Reinventing Herself
16:04 — The Moment Her Husband Said “Why Don’t You Just Quit?”
18:08 — Finding Her First Investor
20:25 — The Power of Saying Your Dreams Out Loud
23:14 — Launching Tower 28 With a Mood Board & an iPhone
24:38 — The Emotional Story of Her Friend Who Passed Away
26:47 — How Tower 28 Landed in Every Sephora in a Year
27:26 — Walking Into Sephora and No One Knew Her Brand
29:11 — Naming Tower 28 & Its California Roots
30:33 — Raising Kids Inside the Business
31:20 — How Marriage Became the Foundation for Her Success
33:04 — Building a True Partnership at Home
38:31 — Mom Guilt, Parties, Pressure & Perspective
40:06 — What Her Kids Think of Her Work
41:06 — Why Female Friendships Matter More Than Ever
44:23 — The Women Founders Who Inspire Her
45:41 — The Struggle to Be Present with Your Kids
48:04 — Clean Beauty Summer School & Giving Back
52:34 — Why Community Matters More Than Competition
Connect with Amy : https://www.instagram.com/amyliu_t28
Connect with Keesha : https://www.instagram.com/keeshawscott
View all episodes
By Keesha Scott
5
66 ratings
On this weeks episode, we sit down with Amy Liu — founder & CEO of Tower 28 Beauty, mom of three, and one of the most authentic voices in the clean beauty space.
Amy opens up about the real journey behind building one of Sephora’s fastest-growing brands while navigating motherhood, marriage, identity, burnout, and the pressure to be “everything” to everyone.
From launching Tower 28 with a Shopify template and an iPhone…
to dealing with imposter syndrome in rooms filled with powerhouse women…
to raising kids inside the business…This conversation is a masterclass in founder grit, resilience, mothering while building, and choosing yourself — without losing what matters most.
If you're a mom building a business, a founder searching for purpose, or someone craving a real look behind the highlight reel… this episode will stay with you.
CHAPTERS
00:00 — Introduction
01:40 — The Eczema Story That Started Tower 28
04:04 — The Loneliness of Building Something From Scratch
05:51 — Why Amy Never Felt “Obsessed” With Makeup
07:59 — Imposter Syndrome at a Room Full of Founders
09:45 — The Unexpected Impact of Tower 28 on Young Girls
12:21 — Hustle, Grit & Building While Mothering
13:56 — Taking Four Years Off & Reinventing Herself
16:04 — The Moment Her Husband Said “Why Don’t You Just Quit?”
18:08 — Finding Her First Investor
20:25 — The Power of Saying Your Dreams Out Loud
23:14 — Launching Tower 28 With a Mood Board & an iPhone
24:38 — The Emotional Story of Her Friend Who Passed Away
26:47 — How Tower 28 Landed in Every Sephora in a Year
27:26 — Walking Into Sephora and No One Knew Her Brand
29:11 — Naming Tower 28 & Its California Roots
30:33 — Raising Kids Inside the Business
31:20 — How Marriage Became the Foundation for Her Success
33:04 — Building a True Partnership at Home
38:31 — Mom Guilt, Parties, Pressure & Perspective
40:06 — What Her Kids Think of Her Work
41:06 — Why Female Friendships Matter More Than Ever
44:23 — The Women Founders Who Inspire Her
45:41 — The Struggle to Be Present with Your Kids
48:04 — Clean Beauty Summer School & Giving Back
52:34 — Why Community Matters More Than Competition
Connect with Amy : https://www.instagram.com/amyliu_t28
Connect with Keesha : https://www.instagram.com/keeshawscott
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