Amy Liu (Tower 28) on Life-Changing Pitches, Picking the Right Partners and Standing Out in a Crowded Industry

Some say cult-favorite beauty brand Tower 28 is an “overnight success”— but founder Amy Liu is here to share how the brand’s success was years in the making. Today, Sammi and Amy dive into the real story behind Tower 28’s rise: from Amy’s scrappy Sephora pitch and pandemic launch to lessons from her friends and family fundraising round. Amy also gives her take on the perfect morning routine and the importance of picking the right partners— in business and in life. This episode was taped 4.23.25. Follow Sammi on Instagram Subscribe to the Social Currency newsletter Follow Tower 28 on Instagram 00:00 Amy Liu’s Social Currency 01:33 The Myth of Overnight Success 01:57 From Employee to Founder 04:21 Learning from Experience 05:57 The Role of Beauty in Confidence 09:15 Lessons Learned from Early Ventures 12:00 Raising Funds from Friends and Family 15:08 The Iconic Sephora Pitch 21:12 Launching During a Pandemic 25:14 Discovering the Power of Skincare 26:23 Building a Family Business 28:54 The Importance of Choosing the Right Partner 30:10 Creating a Strong Team Culture 34:26 Engaging with the Community 39:44 Morning Routines and Personal Systems 41:18 Creating Original Content 44:10 Advice for Aspiring Entrepreneurs 46:54 How to Show Social Currency Some Love All investing involves the risk of loss, including loss of principal. Brokerage services for US-listed, registered securities, options and bonds in a self-directed account are offered by Public Investing, Inc., member FINRA & SIPC. Public Investing offers a High-Yield Cash Account where funds from this account are automatically deposited into partner banks where they earn interest and are eligible for FDIC insurance; Public Investing is not a bank. Cryptocurrency trading services are offered by Bakkt Crypto Solutions, LLC (NMLS ID 1890144), which is licensed to engage in virtual currency business activity by the NYSDFS. Cryptocurrency is highly speculative, involves a high degree of risk, and has the potential for loss of the entire amount of an investment. Cryptocurrency holdings are not protected by the FDIC or SIPC. *APY as of 6/30/25, offered by Public Investing, member FINRA/SIPC. Rate subject to change. See terms of IRA Match Program here: public.com/disclosures/ira-match. Learn more about your ad choices. Visit megaphone.fm/adchoices