Amy Liu, Founder of Tower 28 | Building a Beauty Empire While Raising a Family
Amy Liu, Founder of Tower 28 | Building a Beauty Empire While Raising a Family  
Podcast: Cake For Dinner
Published On: Mon Nov 17 2025
Description: On this weeks episode, we sit down with Amy Liu — founder & CEO of Tower 28 Beauty, mom of three, and one of the most authentic voices in the clean beauty space. Amy opens up about the real journey behind building one of Sephora’s fastest-growing brands while navigating motherhood, marriage, identity, burnout, and the pressure to be “everything” to everyone. From launching Tower 28 with a Shopify template and an iPhone… to dealing with imposter syndrome in rooms filled with powerhouse women… to raising kids inside the business…This conversation is a masterclass in founder grit, resilience, mothering while building, and choosing yourself — without losing what matters most. If you're a mom building a business, a founder searching for purpose, or someone craving a real look behind the highlight reel… this episode will stay with you. CHAPTERS 00:00 — Introduction 01:40 — The Eczema Story That Started Tower 28 04:04 — The Loneliness of Building Something From Scratch 05:51 — Why Amy Never Felt “Obsessed” With Makeup 07:59 — Imposter Syndrome at a Room Full of Founders 09:45 — The Unexpected Impact of Tower 28 on Young Girls 12:21 — Hustle, Grit & Building While Mothering 13:56 — Taking Four Years Off & Reinventing Herself 16:04 — The Moment Her Husband Said “Why Don’t You Just Quit?” 18:08 — Finding Her First Investor 20:25 — The Power of Saying Your Dreams Out Loud 23:14 — Launching Tower 28 With a Mood Board & an iPhone 24:38 — The Emotional Story of Her Friend Who Passed Away 26:47 — How Tower 28 Landed in Every Sephora in a Year 27:26 — Walking Into Sephora and No One Knew Her Brand 29:11 — Naming Tower 28 & Its California Roots 30:33 — Raising Kids Inside the Business 31:20 — How Marriage Became the Foundation for Her Success 33:04 — Building a True Partnership at Home 38:31 — Mom Guilt, Parties, Pressure & Perspective 40:06 — What Her Kids Think of Her Work 41:06 — Why Female Friendships Matter More Than Ever 44:23 — The Women Founders Who Inspire Her 45:41 — The Struggle to Be Present with Your Kids 48:04 — Clean Beauty Summer School & Giving Back 52:34 — Why Community Matters More Than Competition Connect with Amy : https://www.instagram.com/amyliu_t28 Connect with Keesha : https://www.instagram.com/keeshawscott