Tower 28 Founder Amy Liu On Sensitive Skin, Wellness & Success | Forbes Talks Shop

Key Concepts

• Tower 28: A beauty brand founded by Amy Lou focused on clean, safe, and effective skincare for sensitive skin.
• Eczema: A chronic skin condition that significantly influenced the creation of Tower 28 and Amy Lou’s personal skincare needs.
• Hypochlorous Acid (HOCl): The active ingredient in Tower 28’s SOS spray, known for its antibacterial and anti-inflammatory properties.
• Skin Cycling: A skincare routine approach involving alternating between active ingredients and rest periods to optimize skin health.
• Consumer-Driven Inspiration: Amy Lou’s emphasis on direct feedback and experiences from customers, particularly those with sensitive skin, as a primary source of innovation.
• Separation vs. Balance: Amy Lou’s perspective on work-life integration, favoring clear boundaries between work and personal life over striving for perfect balance.

The Genesis of Tower 28 & Addressing Sensitive Skin Needs

Amy Lou, a 23-year beauty industry veteran, founded Tower 28 out of personal necessity. Having lived with eczema for even longer than her professional career, she consistently struggled to find products that were both “clean” (formulated without potentially harmful ingredients) and genuinely safe for sensitive skin, while still delivering desirable results. She observed a gap in the market for brands that catered to individuals with chronic skin conditions, moving beyond temporary fixes like oatmeal baths to a lifestyle approach focused on consistent, gentle care. Lou noted a rise in autoimmune issues, attributing it to modern stressors and a body in a perpetual “fight or flight” response, manifesting in conditions like eczema. Her goal was to create a brand embodying aspiration, fun, and high performance, all while prioritizing clean and sensitive-skin-friendly formulations.

Recent Collaborations & Product Success

Tower 28 recently launched a collaboration with Poppy, inspired by their limited-edition Cranberry Fizz flavor. The kit includes a lip jelly mirroring the flavor and a complementary blush shade. The brand’s most successful product to date is the SOS spray, featuring hypochlorous acid (HOCl). HOCl is described as a 100% gentle and 100% natural antibacterial and anti-inflammatory agent, making it uniquely effective yet non-irritating.

Daily Routine & Productivity Strategies

Amy Lou’s mornings begin with a walk with her husband and dog, aiming for 10,000 steps. While acknowledging the temptation to immediately check her phone, she prioritizes this walk for mental clarity and connection with nature. She is a dedicated coffee drinker, though she attempts to hydrate with water first. Her workday is typically “back-to-back” with a pre-determined schedule, but she emphasizes the importance of being present. Lou acknowledges the inherent accountability to stakeholders (retailers, employees, customers) that comes with entrepreneurship, and the lack of complete control over her time. She prefers working from the office for a sense of separation from her home life, especially as her husband also serves as the company’s CFO, creating potential boundary blurring. For important meetings, she favors a “power suit” and often incorporates color into her wardrobe to boost confidence, viewing makeup as a form of “armor” or self-expression. She relies on a physical to-do list and notes app, appreciating the satisfaction of checking off completed tasks.

Travel Essentials & Wellness Practices

When traveling, Amy Lou prioritizes headphones, a portable battery charger, and the Tower 28 SOS spray to combat the effects of varying climates and recirculated air. She’s currently navigating perimenopause and utilizes a combination of magnesium, ashwagandha, and melatonin to improve sleep quality, particularly when dealing with jet lag. She finds inspiration from direct interaction with consumers, specifically highlighting her experience at the National Eczema Association’s expo. Meeting individuals with severe eczema underscored the impact Tower 28 has on their lives, not just through product efficacy but also through a sense of feeling seen and validated.

Creative Inspiration & Consumer Connection

Amy Lou draws significant inspiration from her customers, particularly those with sensitive skin. Her involvement with the National Eczema Association led to a scholarship program and a powerful experience at their expo, where she connected with individuals facing extreme challenges with eczema. This experience directly influenced a forthcoming New York Times advertisement featuring a casting call for people with sensitive skin, aiming to further amplify their voices and representation within the brand. She values direct feedback and understanding the lived experiences of her consumer base.

Media Consumption & Evening Rituals

Amy Lou is an avid podcast listener, enjoying shows like Emma Aspire, Mel Robbins, Diary of a CEO, Acquired, How I Built This, and Amy Fuller’s Good Hang. Her evening routine includes skincare using Tower 28 products alongside other favorites like Shaunie Darden and Mara Beauty, and listening to podcasts while using a red light machine (Saluma) to aid sleep. She practices “skin cycling,” alternating between active ingredient-focused routines and rest periods to optimize skin health and prevent overstimulation. She prioritizes spending time with her family as a primary means of de-stressing, rather than relying on external indulgences.

This or That & Final Thoughts

Through a “This or That” game, Amy Lou revealed preferences for Pilates over strength training (though she’s recently incorporated more of the latter), unplugged weekends over catching up on work, pen-and-paper to-do lists over productivity apps, mascara over lipstick, tinted moisturizer over foundation, the beach over the mountains, coffee over matcha, sunrise over sunset, and tailored suits over classic black dresses. She ultimately emphasizes the importance of human connection and a supportive personal life as key components of her well-being and success.

Conclusion:

Amy Lou’s journey with Tower 28 exemplifies a commitment to addressing a specific, often overlooked need within the beauty industry – effective and gentle skincare for sensitive skin. Her success is rooted in a combination of personal experience, industry expertise, a consumer-centric approach, and a dedication to building a brand that not only delivers results but also fosters a sense of community and empowerment. Her emphasis on boundaries, presence, and prioritizing meaningful connections provides valuable insights for aspiring entrepreneurs and anyone seeking a more balanced and fulfilling life.