Amy Liu, the Skinboss Behind Tower 28

She transformed her personal battle with eczema into a pioneering beauty brand that champions inclusivity, clean formulations, and fun.

The Origin Story

Amy Liu’s entry into beauty was anything but superficial. After 15+ years in the industry at Smashbox, Kate Somerville, and Josie Maran, Amy had built brands she couldn’t even use—her eczema-prone skin simply couldn’t tolerate them.

“I couldn't use the brands I was helping to build,” she shared. “It felt like the industry didn't have space for people like me—brown, reactive, real-skinned.”
— Second Life Podcast

In 2019, she changed that narrative. Named after a lifeguard tower in Santa Monica that symbolizes safety and community, Tower 28 was created as a haven for sensitive skin—with clinical integrity and California cool.

The Climb

Tower 28 launched with four glosses and one goal: make clean beauty feel fun and actually work for sensitive skin. Amy didn’t take outside funding at first—she wanted to let the customer speak first.

“I wanted to prove the concept first—because if no one buys it, nothing else matters.”
— Second Life Podcast

It worked. The ShineOn Lip Jelly quickly found a fan base, but it was SOS Daily Rescue Spray—a hypochlorous acid mist for flare-ups—that made Tower 28 a TikTok phenomenon.

In 2023, Tower 28 saw 110% growth. Amy’s customer-first instincts continue to drive the brand forward as it expands into international markets and new categories.

Her Product Philosophy

Amy believes “clean” should mean safe, not restrictive. Her products are always:

• Dermatologist-tested

• Allergy-tested

• National Eczema Association approved

• Designed with real skin conditions in mind

“So many 'clean' brands exclude people with real skin conditions. We formulate for skin that actually needs help, not just Instagram.”
— Beauty Independent

Top sellers include:

• SOS Daily Rescue Spray – “I use it 3–5 times a day, especially post-workout.”

• ShineOn Lip Jelly – The OG. Glossy, cushiony, hydrating.

• SunnyDays Tinted SPF – The first makeup product to earn the NEA seal.

“We reformulated SunnyDays six times before it passed. There are no shortcuts with sensitive skin.”
— Glossy

The Now & What’s Next

Today, Tower 28 is one of the fastest-growing clean brands at Sephora, with new launches in the works and a fiercely loyal customer base. Amy continues to stay close to the community, often replying to customer DMs herself.

“I want us to be the Glossier of sensitive skin—but with real clinical receipts.”
— Glossy

She’s also changing the founder pipeline with the Clean Beauty Summer School, a mentorship + grant program for BIPOC entrepreneurs.

“Part of my mission is making space—so it’s not just one of us at the table.”
— The Dream Podcast

Skinboss Shelfie: Amy’s Top 5

1. SOS Daily Rescue Spray – “My holy grail. Calms irritation fast.”

2. Tatcha Indigo Cream – “This saved my skin before I had my own brand.”

3. EltaMD UV Clear SPF 46 – “A sensitive skin staple with no white cast.”

4. True Botanicals Pure Radiance Oil – “Gives me that healthy glow without flare-ups.”

5. Aquaphor Healing Ointment – “Still unbeatable for eczema patches.”

“I used to hide my skin. Now I build for the millions of us who shouldn’t have to.”
— Hitting Pan Podcast

Why We Love Her

• Built a beauty brand for people who never felt seen by beauty

• Champions integrity over hype

• Making the clean category radically more inclusive

✨ Want your favorite Skinboss featured? Email our own Skinboss-in-Chief at julie@skinboss.com. Meet Julie Pefferman, the beauty chemist behind SKINBOSS. ✨