How Amy Liu’s Sensitivity Sparked TOWER 28’s Beauty Revolution
IPSY Editors
Let’s get real—founding a beauty brand isn’t all about flawless selfies and perfectly dewy skin. For Amy Liu, founder of TOWER 28, it’s a mix of consulting gigs, eczema, and a healthy dose of psychic readings. Yep, you read that right. Liu’s beauty journey may not have been your typical “aspiring beauty mogul” story, but it’s one filled with lessons, laughs, and a serious passion for sensitive skin.
It's about glam time you treated yourself.
Join IPSY
Why You Need to Tune In to This Episode of Hitting Pan
If you’ve ever wondered how to start a beauty brand without a built-in fan base like a Kardashian, or you’ve dealt with skin that just doesn’t play nice, this episode is for you. In this episode of Hitting Pan, Liu gets to the bottom of what it’s like to juggle entrepreneurship, family, and a beauty empire while proving you don’t need perfect skin to create a brand that changes the industry. Check out one of our favorite moments from her episode below, then head to Spotify to catch the full thing.
Key Takeaways: Building a Brand When You’re “Sensitive”
Risk-Averse Rebel: Liu grew up with frugal, immigrant parents who believed in zero debt and minimal risks. Yet, she went ahead and did the most risky thing—started her own beauty brand. Spoiler: It worked out.
From Number 2 to Number 1: Liu’s secret to success? Learning on someone else’s dime. She spent 22 years in beauty working for brands like SMASHBOX, KATE SOMERVILLE, and JOSIE MARAN, figuring out how to not blow her own money.
SOS to the Rescue: TOWER 28’s SOS Rescue Spray is Liu’s pride and joy, saving skin worldwide from angry flare-ups. Turns out, creating a cult-favorite product might be as satisfying as calling your psychic for validation.
Additional Resources & Products Mentioned
Final Thoughts
Amy Liu’s journey to creating TOWER 28 is a refreshing reminder that you don’t have to fit the mold to make it in beauty. Whether you’re juggling eczema, self-doubt, or that all-too-familiar pressure that you should’ve “made it” by 25, her story proves it’s okay to be sensitive—both in business and in life.
New episodes of Hitting Pan drop every Thursday. Follow Hitting Pan on Spotify to catch the full episodes, or listen on Apple Podcasts, iHeart, or wherever you get your podcasts. And don’t forget to follow IPSY on Instagram and TikTok for all the latest Hitting Pan news (plus so much more!).
Want in on all the IPSY fun? Take our Beauty Quiz now to get started with your own IPSY beauty subscription. Already an IPSY member? Refer your friends to earn points, which you can use toward products.
Like this article? Share it with your friends by clicking the icons below!
Liked this post? Share!
Related Stories
IPSY 101
We Need to Talk About Fall's IPSY Ultimate Box Lineup
3 min read
IPSY 101
Get a First Look Inside the IPSY Ultimate: Summer Collection
3 min read
IPSY 101
When Does My IPSY Ship? We Have Your Answer
4 min read
IPSY 101
IPSY Ultimate FAQ: We’ve Got Answers to All of Your Ultimate Questions
3 min read
IPSY 101
How IPSY Original Choice Works (and Why You’ll Love It)
2 min read
IPSY 101
Is IPSY Worth the Hype? Let’s Break It Down (Spoiler Alert: It Is!)
3 min read
IPSY 101
What Real Members Are Saying About IPSY
3 min read
IPSY 101
Everything You Need to Know About IPSY Extra
2 min read
Beauty Picked Just for You
Get 5 products worth up to $70
Exclusive access to epic deals up to 80% off
Starting at just $15/month. Cancel anytime.