19 Questions With Amy Liu
by The Candidly Team
This article is part of our series called "People We Like," in which we highlight interesting women, across all walks of life.
Leaders, great cooks, doctors, parents, writers; people who inspire us.
Today, we’re highlighting Amy Liu, founder of Tower 28 Beauty, a clean beauty brand that makes some of our favorite cream blushes and lip glosses, all with a focus on sensitive skin.
The Candidly Questionnaire
1. What’s your most compelling quality?
Curiosity, continuous learning, and personal growth. I listen to a lot of podcasts.
2. What’s your worst quality, according to your friends?
I’m forgetful and absent-minded. I can never find my phone, my keys, or remember anyone’s birthday.
3. What’s an overrated value you don’t buy into?
Fairness. Life isn’t fair. But maybe that’s the Mom in me talking.
4. How do you feel about cilantro?
Loooove it!
5. Are essential oils anything?
Essential oils can be beautiful and effective – depending on your skin type. Tower 28 is designed for sensitive skin and made for all, so as a rule we 100% avoid it in our products. That said, I love essential oils for aromatherapy.
6. What's the most effective beauty trick you know?
I skip a step and don’t use a cleanser in the morning because I don’t want to strip away any important oils. My skin is dry enough as it is. Instead, I use our SOS Daily Rescue Spray first thing.
7. How do you get your self-esteem?
When I’m in service to others, it really bolsters my own self-esteem. I love collaborating with other female founders and truly believe in collaboration over competition.
8. What meal can you make the hell out of?
Roast chicken with vegetables— the ultimate comfort food.
9. How do you handle conflict?
I am pretty conflict averse, but I’ve learned over time that clear communication is kinder than avoidance (and more productive, too). I’m actively working on being a better listener and allowing space for silence, especially in tough conversations.
10. What’s something you’ve changed your mind about in the last year?
Working remotely. As a longtime office worker (and someone who just signed a lease in January 2020), I never thought being remote could work, but my team has fully embraced Slack and Zoom. We even do a fun virtual team hangout every month.
11. Who is someone in your field of work that you admire?
Margarita Arriagada, former Chief Merchant at Sephora.
When I was getting ready to launch Tower 28, I asked her if I could pay her to advise me. She said she would not accept money but asked that I pay it forward and help someone else when I have the chance. I’ve taken it to heart, and that same spirit is what led me to start Clean Beauty Summer School – a mentorship/education program targeted at BIPOC founders.
12. What Insta account speaks to you deeply?
I love following along with @asianamericangirlclub. Ally Maki has built a truly amazing community and I’m grateful to be part of it.
I’m also recently obsessed with @itsmetinx (as is the rest of my team). We hired her early on to do some copy for us because we thought she was so funny, and it’s been so great to watch her blow up.
13. What quote or phrase has stayed with you?
“You can have it all, but you can’t have it all at once.” There were times in my life I felt like I was in such a rush. I just wanted so badly to know I was going to be okay, to be successful, that I was on the right path. Now, I realize it’s all part of the journey and it’s okay if you invest more deeply in different parts of your life at different points.
14. What’s your favorite movie from the last ten years?
Crazy Rich Asians – it meant a lot that my kids got to see a movie with an all-Asian cast that wasn’t Mulan (although that was good, too).
15. What’s the most interesting thing you’ve learned about yourself as a leader?
That my energy (good or bad) really affects the team (good or bad), so I need to be really mindful.
16. What’s the most delicious bite of food you’ve ever had?
Capo’s Rigatoni Truffle Meat Sauce.
17. Is social media ruining our brains?
Depends what accounts you look at. All good things in moderation.
18. Describe your actual bedtime routine.
My husband has always had a hard rule about no TV in the bedroom, and we try to put aside time at the end of every night to connect and talk.
My nighttime skincare routine is pretty minimal; cleansing balm, our SOS Daily Rescue Facial Spray, and Mara Beauty face oil.
19. What’s your relationship with bangs?
PTSD. After my first baby was born, I suffered from hair loss. In an attempt to cover it, I cut bangs…but when that hair started to grow back, my bangs had to jump over the new hair, and it was just BAD.
What is your single favorite:
Wellness product that *actually* works: This workout app called Presence that has live training— it’s great for accountability and motivation.
Lip balm: Tower 28’s ShineOn Lip Jelly.
Jeans brand: RE/DONE.
Mascara: Working on one! Shhhhh.
Sweats: Tower 28 Merch.
Effective “lady” product: Thinx underwear.
Last minute gift: Farmgirl Flowers.
Bra: What’s that? I live in sports bras and bralettes (Lululemon and Calvin Klein).
Shampoo: Playa.
Comfortable shoes: Furry Birkenstocks.
Splurge skincare: Furtuna Skin’s Serum.
Drugstore skincare: CeraVe Moisturizer.
Everyday bag: MaxMara Tote.
Guilty-pleasure TV show: Gilmore Girls.
Drink: Oat milk cappuccino with cinnamon.
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We have to eat.
