Amy Lieu launched her clean beauty brand, Tower 28, in 2019, creating a plethora of irritant-free, derm-approved products laced with fun.
The beauty scene is constantly evolving. In this edition of Women Who Launch, Amy Lieu sheds a light on her foray into the world of beauty, diving into everything from her brand's ethos to the challenges of being a female founder and her experience as a longtime eczema sufferer.
Please can you talk us through Tower 28’s story? How did your previous experience feed into the brand?
I spent over 20 years working in beauty with brands like Smashbox, Kate Somerville, and Josie Maran. But even while working in the industry, I struggled with eczema and couldn’t find products that were safe for my sensitive skin and fun to use. That disconnect stuck with me. I knew there was a white space for dermatologist-approved, accessible, and joyful products made specifically with sensitive skin in mind. So in 2019, I launched Tower 28, the brand I always wished existed for myself and others like me.
What have been some of the highs and lows of launching a new business?
The highs are so high, like connecting with our community and hearing that a product like SOS Rescue Spray changed someone’s skin, or seeing our products on shelves at Sephora. The lows are the challenges every founder faces, uncertainty, limited resources, and unforeseen challenges like COVID. But I’ve learned to see even the lows as part of the process, and honestly, they make the highs feel that much sweeter.
What’s been the most rewarding part of being a female founder?
Representation matters. For me, being able to show up as an Asian-American woman and build a brand from scratch is so meaningful, not just for myself, but hopefully as an example for my kids and other women who might be considering entrepreneurship. The most rewarding part is creating something that makes people feel seen, included, and confident.
What advice would you give to anyone looking to start their own beauty brand?
Invest in your community and your network. Be genuinely curious, ask questions, listen to people, and don’t be afraid to reach out for help. When I launched Tower 28, I leaned heavily on my network, and later I created Clean Beauty Summer School to pay that forward. And remember, collaboration over competition!
You created the brand in response to your own experience as a longtime eczema sufferer - how did you want to transform the market for eczema sufferers?
I wanted to prove that “clean” doesn’t always mean safe. Just because something is natural doesn’t mean it won’t irritate sensitive skin. My goal was to create products that were clinically tested, truly gentle, and certified by the National Eczema Association, while still being fun, affordable, and something you’d be excited to put in your makeup bag.
How difficult was it for you to come up with an array of products that are playful whilst also being suitable for eczema-prone skin?
It was definitely a challenge! The standards we hold ourselves to, meeting the NEA’s ingredient guidelines, passing third-party irritation testing, limit what we can use in our formulas. But those guardrails push us to be more creative. Our BeachPlease Cream Blush, for example, is colourful and playful but still safe for sensitive skin. It’s proof you don’t have to choose between performance and safety.
Can you tell us more about the inspiration behind the brand’s name and packaging?
Tower 28 is named after a lifeguard tower in Santa Monica that’s always been a meeting spot for my family and friends. For me, it symbolises safety, community, and that healthy California lifestyle. Our packaging is inspired by that same spirit, bright, playful, and approachable, but with formulas you can trust.
If you could only select one product from Tower 28’s offering to take on a weekend trip, which would it be?
SOS Rescue Spray, without a doubt. It’s my desert island product. I use it morning and night, and it helps calm everything from flare-ups to breakouts to bug bites. It’s the ultimate multitasker and something I never leave home without.
Your lip product, Lip Softie, launched at Sephora recently - was this a milestone moment for the brand?
Absolutely. LipSofties are such a special product for us - they combine skincare-level nourishment with a really fun wash of colour and flavour. And it’s actually our very first product with flavour in it, which feels like a big milestone for me personally. Because of my eczema and sensitive skin, I could never use flavoured lip products, they always made me flare. So to finally create one that’s safe, dermatologist-tested, and fun is incredibly meaningful. To see them launching at Sephora is a full-circle moment, and another way we get to meet the needs of our sensitive-skin community in a playful format.
How would you like your brand to evolve in 2026?
2026 is going to be a big year for us. We have some new launches planned that I can’t share just yet, but they’re products our community has been asking for, and I can’t wait to reveal them. Ultimately, my hope is that we continue to grow while staying rooted in our mission: making beauty safe, accessible, and joyful for sensitive skin.
Whether it’s a manicure with flair, a glow-inducing facial, or a much-needed skin reset, Lax. Retreat blends modern treatments with an Instagram-worthy aesthetic that makes self-care feel like an experience, not just an appointment.
