The Big Move · 2026-01-27 · 38 min
Amy Liu is Founder and CEO of best-selling sensitive skin-friendly beauty brand Tower 28. After graduating from the University of California San Diego, Amy got her MBA in marketing and entrepreneurship from the University of Southern California. She led a successful 20+ year career as a beauty executive, building some of the fastest-growing prestige brands including Smashbox, Kate Somerville, and Josie Maran Cosmetics. But as a longtime eczema sufferer, she couldn’t enjoy the best part of working in beauty: trying out all the products! She saw this challenge as an opportunity, and so in 2019, Amy launched Tower 28: a beauty company designed to be a safe space for sensitive skin. Tower 28’s award-winning SOS skincare line is the first to earn seals of approval from the National Psoriasis Foundation, National Rosacea Society, and National Eczema Association - a testament to its commitment to skin-safe, effective formulations. It’s also the only beauty brand to 100% adhere to the National Eczema Association’s Ingredient Guidelines across all skincare and color products, ensuring the entire line is free of every known skin irritant.
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