Tower 28 Founder Amy Liu Shares the Products She Actually Buys for Her Sensitive Skin

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With brands sending free stuff to the microest of influencers, we decided it’s high time for a roundup series that includes exclusively products that have been purchased and loved outright by people you know, people you follow, and people you’ve definitely heard of. Think of Receipts as a fun-things-only money diaries.

Tower 28 founder Amy Liu built one of beauty's most beloved brands by solving a problem she knew firsthand: sensitive skin shouldn't mean settling for boring products. That same thoughtful approach carries over to everything she buys, from the calming skincare she reaches for on repeat to the accessories and everyday essentials that make her routine a little easier. In this edition of Receipts, Liu shares the products she actually spends her money on, the rituals that keep her grounded while running a fast-growing beauty brand, and why consistency is her ultimate beauty philosophy.

Before The Receipts

TQE: Tower 28 has become synonymous with sensitive skin and accessible beauty. How have your own experiences shaped the way you approach product development and the brand as a whole?

AL: Tower 28 exists because I truly couldn't find products that worked for my own sensitive skin. I've had eczema my whole life, and for years I felt like I had to choose between products that were fun to use and products my sensitive skin could actually tolerate. That experience shaped everything about how we approach PD which is why we are the only brand that is 100% compliant with the NEA seal of acceptance. Every product starts with a real problem we're trying to solve, and we don't compromise on performance just because something is made for sensitive skin. I want people to feel excited to use our products, not like they're settling. Making beauty more accessible means designed for sensitive skin, made for all including easy to use and at an attainable price point (everything is $34 and under!).

TQE: What's a typical day in your life right now?

AL: No two days are exactly the same, which is one of the things I love most about being a founder. I start every morning with a walk with my husband (and my dog Luigi!) before the day gets going. It's my favorite way to clear my head and spend quality time together. My husband is also our CFO, so we spend a lot of time talking shop! Then it's usually a full day at the office packed with meetings, whether we're reviewing future product launches, talking marketing strategy, working through product development, or thinking about retail and distribution. I genuinely love working with our team. They're incredibly smart, passionate, and mission-driven, and being surrounded by people who care so deeply about what we're building makes even the busiest days energizing.

TQE: If someone only knew Tower 28, what would surprise them most about Amy Liu outside of work?

AL: I'm obsessed with fortune tellers! Psychic readings, tarot cards, astrology, numerology—you name it, I've probably tried it. I think it's fun, and I love hearing different perspectives, even if I don't take everything literally. That said, the biggest part of my life outside of work is my family. As much as I love building Tower 28, spending time with the people I love is what keeps me grounded and is always my top priority.