Networth and Chill with Your Rich BFF: Episode Summary

Episode Title: Clean Beauty to $228M: Tower 28's Amy Liu on Scaling a Sensitive Skin Empire
Host: Vivian Tu
Guest: Amy Liu, CEO and Founder of Tower 28 Beauty
Release Date: January 29, 2025

Introduction: Vivian Tu Shares Her Struggle with Eczema

Vivian Tu kicks off the episode by opening up about her personal battle with eczema, highlighting how sensitive skin impacts her confidence and daily life. This vulnerability sets the stage for a meaningful conversation about building a beauty empire tailored for sensitive skin.

Guest Introduction: Amy Liu’s Journey with Eczema and Entrepreneurship

Amy Liu joins Vivian to discuss her own experiences with eczema, which began in college. Amy explains how her skin condition fueled her passion for creating safe, clean beauty products.

Notable Quote:
"I think a lot about the relationship we, as women have with not just makeup and beauty products, but the way that we relate to confidence and the way that we look and how that affects the way we walk through the world."
— Amy Liu (03:39)

The Birth of Tower 28: Identifying a Market Need

Amy recounts the inception of Tower 28 Beauty, driven by her desire to find makeup that wouldn't exacerbate her eczema. Combining her 22 years of experience in the beauty industry with her personal struggles, she raised $500,000 from friends and family to launch the brand five years ago.

Key Points:

• Founder’s Motivation: Personal need for non-irritating beauty products.
• Initial Funding: Raised $500K from trusted circles before formalizing the business.

Notable Quote:
"We are creating a safe space for sensitive skin. We're the only brand that is 100% compliant with the National Eczema Association."
— Amy Liu (26:42)

Scaling the Empire: From Garage to Global Presence

Amy details the rapid growth of Tower 28, now present in all Sephora locations across the US and Canada, as well as Mecca in Australia. She reflects on strategic decisions, such as focusing on partnerships with key retailers like Sephora, which significantly contributed to the brand’s success.

Notable Quote:
"If you can pay attention, do one thing, and do it really well, I think there is a real benefit to that, especially when you're small and you're not like, this huge conglomerate."
— Amy Liu (18:10)

Marketing Mastery: Leveraging Social Media for Organic Growth

Amy attributes much of Tower 28’s success to effective use of social media. During the pandemic, with traditional sales channels disrupted, the brand pivoted to digital marketing, focusing on authentic, relatable content that resonated with consumers.

Strategies Discussed:

• Authentic Storytelling: Sharing personal and brand milestones to build emotional connections.
• Influencer Partnerships: Collaborating with genuine influencers to amplify reach.
• Viral Campaigns: Creating engaging content, such as the emotional Sephora end cap reveal, which garnered over 3.3 million views organically.

Notable Quote:
"Social is about either you're educating someone or you're entertaining them. And the more people relate to people, the more they want to know what the stories are."
— Amy Liu (35:18)

Building a Resilient Team: Hiring for Growth and Culture

Amy emphasizes the importance of hiring versatile, curious individuals who align with the company’s values. She explains that as Tower 28 grows, so does the need for specialized expertise while maintaining a cohesive, positive culture.

Key Points:

• Early Team Characteristics: "Swiss army knives" who can handle multiple roles.
• Growth Mindset: Team members must adapt and deepen their expertise as the company scales.
• Cultural Fit: Maintaining a positive, collaborative environment is crucial for long-term success.

Notable Quote:
"They have to believe in you, and they have to believe in what you're trying to do. And I think that's really important."
— Amy Liu (36:14)

Mentorship and Giving Back: The Clean Beauty Summer School

Amy highlights Tower 28’s initiative, the Clean Beauty Summer School, a mentorship program aimed at supporting women, people of color, and LGBTQ individuals in the beauty industry. This program offers education in areas like content creation, marketing, and finance, fostering a more inclusive and diverse beauty landscape.

Notable Quote:
"If I can help impact the probability of success for some of these BIPOC or minority founders in general, that is the way that we will ultimately see the face of beauty change."
— Amy Liu (44:14)

Personal Insights and Financial Wisdom

Amy shares valuable lessons from her entrepreneurial journey, including the importance of betting on oneself, embracing risk, and not taking things personally. She reflects on her financial decisions, such as early investments and managing risk with the support of her family.

Key Takeaways:

• Betting on Yourself: Transitioning from relying on others to self-investment.
• Risk Management: Balancing personal and professional risks with family support.
• Mindset Shifts: Moving from survival to thriving, emphasizing community and personal fulfillment.

Notable Quotes:
"You have to be happy. The best budget is the one you can actually stick to."
— Amy Liu (48:41)

Conclusion: Inspirational Takeaways and Final Thoughts

Amy concludes with a personal mantra inspired by "The Four Agreements": not to take things personally and to avoid the trap of comparison. She encourages listeners to define their own version of richness and success, emphasizing community and personal happiness over societal expectations.

Notable Quote:
"Comparison is the thief of joy. What is the Sergeant key for you? What does it mean to be rich?"
— Amy Liu (50:04)

Where to Find Amy Liu and Tower 28 Beauty

• Amy Liu’s Instagram: @amylou
• Tower 28 Beauty Instagram: @tower28beauty
• Tower 28 Beauty TikTok: @tower28beauty
• Retail Locations: Available at all Sephora stores in the US and Canada, and Mecca in Australia.

Special Offer: Use the discount code YourRichBFF from the show notes to receive a special discount on Tower 28 products.

Key Quotes with Timestamps

1. "I think a lot about the relationship we, as women have with not just makeup and beauty products, but the way that we relate to confidence and the way that we look and how that affects the way we walk through the world."
   — Amy Liu (03:39)

2. "We are creating a safe space for sensitive skin. We're the only brand that is 100% compliant with the National Eczema Association."
   — Amy Liu (26:42)

3. "If you can pay attention, do one thing, and do it really well, I think there is a real benefit to that, especially when you're small and you're not like, this huge conglomerate."
   — Amy Liu (18:10)

4. "Social is about either you're educating someone or you're entertaining them. And the more people relate to people, the more they want to know what the stories are."
   — Amy Liu (35:18)

5. "They have to believe in you, and they have to believe in what you're trying to do. And I think that's really important."
   — Amy Liu (36:14)

6. "If I can help impact the probability of success for some of these BIPOC or minority founders in general, that is the way that we will ultimately see the face of beauty change."
   — Amy Liu (44:14)

7. "You have to be happy. The best budget is the one you can actually stick to."
   — Amy Liu (48:41)

8. "Comparison is the thief of joy. What is the Sergeant key for you? What does it mean to be rich?"
   — Amy Liu (50:04)

Final Thoughts

This episode of Networth and Chill with Your Rich BFF offers an inspiring look into Amy Liu’s journey from struggling with eczema to building a multi-million dollar beauty brand. Amy's insights on entrepreneurship, marketing, team building, and personal growth provide valuable lessons for anyone looking to navigate the complexities of scaling a business while maintaining authenticity and personal well-being.

Note: For a discount on Tower 28 Beauty products, use the code YourRichBFF available in the show notes.