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
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