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Tower 28’s Amy Liu: From Stay-At-Home Mom to Best-Selling Sephora Powerhouse at 40 - How She Bet On Herself and Won
Amy Liu, founder and CEO of Tower 28 Beauty, is redefining what it means to bet on yourself, build quietly, and scale authentically in the beauty industry. From quitting her corporate job and taking a four-year hiatus to launching one of Sephora’s most successful clean beauty brands at 40, Amy’s story is one of resilience, vision, and choosing power on her own terms.
She opens up about the money dynamics in her marriage, the shift when her husband became CFO of her company, and how she gained the freedom to take risks. She shares why she’s never relied on celebrity partners, the importance of building a brand that feels safe without being boring, and what it means to create products that empower people with sensitive skin to finally feel included in mainstream beauty.
From leaving her corporate job and fighting against the naysayers, to the messy middle of running a fast-growing team, to the moments that nearly broke her, this is Amy Liu like you’ve never heard her before.
What you’ll learn in this conversation:
Why betting on yourself doesn’t have an age limit (Amy launched at 40)
The truth about overnight success (23 years in the making)
How money and power dynamics shift in marriage when women lead
Why Tower 28 chose not to rely on celebrity endorsements
The story behind Tower 28’s hero products and community-driven growth
The role of eczema and authenticity in shaping Amy’s brand and mission
How to build a company that’s both profitable and culturally relevant
Why women can “have it all” — but not all at once
This is the episode every entrepreneur, founder, and creative needs to hear.
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This episode is sponsored by:
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Published on 3 weeks ago