Amy Liu’s journey to redefining clean beauty started in her own skin. As someone with eczema, she knew firsthand the struggle of finding beauty products that were both safe and effective. The industry was full of promises, but few products delivered results without irritation.  

After years of working behind the scenes at Smashbox, Kate Somerville, and Josie Maran Cosmetics, Amy found herself at a crossroads. She had built brands for others, but what about a brand built for people like her? People who wanted beauty without compromise? At 40, she took the leap and launched Tower 28, the first and only beauty brand 100% compliant with the National Eczema Association’s ingredient guidelines.  

In this episode, Nancy and Amy unpack the highs and lows of entrepreneurship—overcoming the fear of failure, scaling a business while staying true to her mission, and bringing her husband on board as CFO. Recognized as Ernst & Young’s Entrepreneur of the Year for Greater Los Angeles and one of Goldman Sachs’ most exceptional entrepreneurs, Amy has proven that success doesn’t have to come at the cost of integrity.  

This is a conversation about resilience, leadership, and the power of collaboration over competition. Above all, it’s a story about turning a personal struggle into a movement that’s changing the face of beauty.

Timestamps:

[00:00] Introduction

[04:26] Struggling with eczema and the need for safe beauty products

[05:52] Discovering the flaws in clean beauty

[07:38] Why it took her so long to start her own business

[08:54] Getting her first investment and launching Tower 28

[10:42] Why launching at 40 was the right decision

[11:58] The myth of overnight success and why experience matters

[13:21] The role of a CEO and why she chose to stay in the position

[14:47] Challenges of balancing leadership with business growth

[16:32] Bringing her husband in as CFO and working with a spouse

[18:15] Breaking through the crowded beauty market

[19:44] The philosophy behind Tower 28’s product development

[21:18] Why sensitive skin testing sets Tower 28 apart

[22:53] Expanding at Sephora and becoming a top-performing brand

[24:36] When to raise money and how to choose the right investors

[26:24] Private equity, beauty playbooks, and scaling successfully

[28:10] The challenges of hiring and building the right team

[30:28] Leadership lessons and learning from mistakes

[32:42] Creating Clean Beauty Summer School and supporting founders

[34:20] The importance of representation in the beauty industry

[36:08] Why collaboration is more powerful than competition

[38:35] Advice for struggling entrepreneurs in a competitive market

Resources Mentioned:

Tower 28 | Website

National Eczema Association | Website

Sephora Clean | Website

Goop Clean | Website

Credo Clean | Website

Clean Beauty Summer School | Website

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