Tower 28: How Amy Liu Built a Trusted Beauty Brand for Sensitive Skin

Table of Contents

1. Key Highlights
2. Introduction
3. A Personal Problem Becomes a Business Solution
4. Third-Party Testing: The Gold Standard in Execution
5. Rapid Growth and Market Penetration
6. Creating a Narrative: Authentic Content Marketing
7. Building Authority in Sensitive Skin Solutions
8. The Importance of Product Quality Over Marketing Gimmicks
9. Maintaining an Accessible Brand
10. Conclusion: A Bright Future for Tower 28
11. FAQ

Key Highlights

• Founder’s Journey: Amy Liu transformed her personal battles with eczema into a multimillion-dollar beauty brand.
• Third-Party Verification: Tower 28’s products are backed by rigorous testing and certification from reputable bodies, including the National Eczema Association.
• Market Positioning: Launched in April 2019, Tower 28 rapidly secured shelf space in Sephora by focusing on accessibility and authenticity in its product offerings.
• Commitment to Quality: The brand maintains an affordable price point while emphasizing product excellence through evidence-based claims.

Introduction

In the crowded landscape of the beauty industry, which often thrives on flashy marketing and ambiguous ingredient claims, it can be challenging for brand-new entrepreneurs to break through. Yet, Tower 28 Beauty stands out not just as another “clean” brand but as a beacon of trust and authenticity. Founded by Amy Liu, who gained first-hand experience as a lifelong eczema sufferer, Tower 28 leverages rigorous scientific validation to gain consumer trust. Liu’s formidable background in beauty product development, combined with her personal narrative, has not only shaped Tower 28’s ethos but also propelled it to a multimillion-dollar success in just a few years.

A Personal Problem Becomes a Business Solution

Amy Liu's journey into the beauty industry was informed by her own struggles. With eczema impacting her skin throughout her adult life, she became acutely aware of the inadequacies of existing beauty products for sensitive skin. "I've had eczema my entire adult life," Amy recounts, "and I was always a person going to Sephora, bringing them the next innovation in foundation or skin care...but yet I was like, 'Don't look at my skin.'" This lived experience laid the groundwork for her passion project, Tower 28.

While most beauty brands make bold claims without substantiation, Tower 28 distinguishes itself by requiring rigorous testing that goes beyond general consumer feedback. Amy recognized early on that third-party verification was crucial in building the trust necessary for a sensitive-skin brand. As she articulates, “I’m not a dermatologist. I’m not a toxicologist. You shouldn’t believe me if I just say this is safe for sensitive skin.”

Third-Party Testing: The Gold Standard in Execution

The foundation of Tower 28’s credibility lies in its commitment to transparent, third-party testing. As the only beauty brand fully compliant with the National Eczema Association, Tower 28 follows a demanding certification process that includes:

1. Ingredient Safety: Avoiding ingredients that are commonly known to irritate sensitive skin.
2. Rigorous Testing: Formulating products tested on a diverse group of over 100 participants with eczema and sensitive skin.
3. Expert Review: Submitting all findings to dermatologists and toxicologists for validation.

“We're the only beauty brand that is 100% compliant with the National Eczema Association,” Amy states proudly. This meticulous approach transforms typical marketing language into evidence-backed reliability, placing Tower 28 significantly ahead of its competitors.

Rapid Growth and Market Penetration

Founded in 2019, Tower 28 was built on a vision that allowed it to secure shelf space in Sephora’s notable stores almost immediately. “We launched in April of 2019 and by September, we were on sephora.com,” Liu recalls, noting the rapid trajectory of her brand. By March of 2020, Tower 28 was available in all Sephora locations, completing a remarkable journey from concept to retail powerhouse within a year.

Achieving such rapid growth was facilitated not only by Amy's industry experience but also by maintaining accessible price points. Unlike many high-end beauty brands that signal quality through premium pricing, Tower 28 stands firm on offering effective products at competitive prices—an ethos that resonates well with price-sensitive consumers.

Creating a Narrative: Authentic Content Marketing

While some brands rely on influencer marketing or celebrity endorsements, Tower 28 focuses on cultivating genuine relationships with its consumer base. Documenting real results became a pivotal marketing strategy. During the COVID-19 pandemic, for example, the brand's SOS Daily Rescue Facial Spray was recognized as a life-saver for essential workers suffering from skin irritations caused by prolonged mask-wearing. Amy explained how she swiftly pivoted to address this unexpected consumer need, stating, “We started sending it to essential workers and hospitals.”

As users began sharing their personal results, Liu seized the opportunity to amplify these authentic stories. “Someone would post it and comments would say, ‘Show me a before and an after.’ They would post their before and afters...if you really love it, can I use your before and after and I’ll give you another bottle?” This grassroots approach added a genuine element to the brand's marketing and served to deepen its credibility.

Building Authority in Sensitive Skin Solutions

As Tower 28’s reputation grew, Amy Liu sought to bolster her brand’s credibility further by joining the board of directors for the National Eczema Association. “By formally connecting myself with the leading organization in my product's niche, I elevate Tower 28 from simply a commercial brand to an authority in sensitive skin solutions,” Amy added. This strategic move not only enhances her credibility as an industry leader but also positions Tower 28 at the forefront of sensitive skin advocacy and research.

The Importance of Product Quality Over Marketing Gimmicks

A core belief that drives Amy Liu is that great marketing is a short-term solution, whereas great product is a long-term strategy. This philosophy is reflected in Tower 28’s operational choices and product development. With her extensive background working at major beauty corporations, Amy recognizes that lasting success is predicated on high-quality products rather than superficial gimmicks.

“I’ve learned from my time working at major beauty brands that there has to be something about what you’re doing that is really unique and that people resonate with. I really believe in the problem-solution concept,” she says. Her commitment to excellence through rigorous testing has helped Tower 28 set itself apart in an oversaturated market.

Maintaining an Accessible Brand

In a landscape rife with brands that price their goods at premium rates to assert quality, Tower 28 takes a decidedly different route. Amy's mission is to make her products accessible to a broader audience. “For me, that means I still want to shop at Sephora...but then I also want to be $16 for our lip gloss instead of $30,” Amy iterates. This thoughtful pricing policy has been strategically calibrated to appeal to a wider array of consumers, showcasing Amy’s understanding of market dynamics.

Conclusion: A Bright Future for Tower 28

Five years after its launch, Tower 28 is not just a brand; it is a movement focused on making beauty accessible and safe for everyone, especially those with sensitive skin. Amy Liu’s ability to brings her unique perspective as both a beauty industry expert and a personal advocate for those with skin conditions has cultivated a brand deeply rooted in empathy, transparency, and quality.

As Amy puts it, “There has to be something about what you’re doing that is really unique and that people resonate with.” With the right foundation, any brand can not only survive but thrive in today’s competitive marketplace. Tower 28 is, without question, a prime example of this principle in action.

FAQ

What is Tower 28 Beauty? Tower 28 is a beauty brand founded by Amy Liu focused on creating safe, effective products for sensitive skin, including individuals with eczema.

What makes Tower 28 different from other beauty brands? Tower 28 differentiates itself through rigorous third-party testing and certification, transparency in ingredient selection, and a personal connection to its audience.

How did Amy Liu secure funding and market presence for Tower 28? Amy leveraged her 20 years of industry experience and existing relationships within the beauty sector to gain quick access to funding and significant retail partnerships.

What certifications does Tower 28 hold? The brand is recognized for being 100% compliant with the National Eczema Association, undergoing extensive testing and expert review to validate its claims.

How can I trust the products from Tower 28? All products undergo a rigorous testing process and are validated by dermatologists, fostering a commitment to integrity and consumer trust in all claims made by the brand.