From Telemarketing to Beauty: Amy Liu's Journey as the Founder of Tower 28

Table of Contents

1. Key Highlights:
2. Introduction
3. A Foundation in Sales: Early Experiences
4. The Worst Job: Lessons in Persistence
5. Confronting Personal Fears: The Leap into Entrepreneurship
6. Passion for Inclusivity: The Drive Behind Tower 28
7. Filtering Feedback: The Balance of Listening and Decision-Making
8. The Inbox Strategy: Organization in a Dynamic Environment
9. A Dream Realized: Finding Joy in Leadership

Key Highlights:

• Amy Liu, founder of Tower 28, shares insights from her diverse职业生涯 in the beauty industry, emphasizing the significance of genuine representation and inclusivity.
• Her early jobs in telemarketing and selling gift wrap highlighted essential sales skills and the importance of problem-solving in entrepreneurship.
• Liu's entrepreneurial spirit was inspired by her father's experiences as a small business owner, motivating her to create products that resonate with and empower individuals of all skin types.

Introduction

Amy Liu's journey from the sidelines of corporate America to her role as an influential entrepreneur and advocate in the beauty industry exemplifies a blend of personal tenacity, empathy, and a vision for inclusivity. Liu, the founder and CEO of Tower 28, has crafted her brand into a haven for skincare and make-up that caters especially to those with sensitive skin. With major endorsements—including a nod from Hailey Bieber and recognition from the National Eczema Association—Tower 28 stands out in a saturated beauty market. Liu's personal experiences, from her formative years in telemarketing to the nuanced world of beauty, underpin her approach to product development and brand philosophy. This article examines the pivotal phases of Liu's career, the influences shaping her entrepreneurial mindset, and her commitment to inclusivity in the beauty industry.

A Foundation in Sales: Early Experiences

Liu's first foray into the workforce came during high school when she took a position at Papyrus, a stationery retailer known for its intricate gift wrapping services. This initial role instilled in her a key lesson: "presentation is so important." This understanding has remained with her as she built Tower 28, where packaging and aesthetic appeal play critical roles in marketing beauty products.

Transitioning into her college years, Liu landed a challenging position at ADP, where she engaged in cold calls to small businesses. This experience was confronting as she often approached potential leads unwilling to engage; yet it provided invaluable insights. By combining her selling tactics with a personal touch—offering freshly baked cookies while discussing payroll management—she learned that understanding the needs of clients could turn obstacles into opportunities.

Liu reflects on the impact of this experience, stating, "Everyone should learn how to sell because all your life, you are selling yourself." The essence of sales involves diagnosing needs and offering solutions, abilities Liu would carry forth into her entrepreneurial endeavors.

The Worst Job: Lessons in Persistence

Despite her early successes, not all of Liu's job experiences were uplifting. One summer, she worked for a company manufacturing pop-up tents, where her sole duty involved entering contact details from business cards into a system—a monotonous task that she described as dreadful. This job taught her about the value of diversity in responsibilities and the importance of stimulating work environments.

In high school, she had another taxing role as a telemarketer, which carried its own set of challenges. This position often required her to engage with uninterested respondents on the phone, cultivating her ability to foster conversation even amidst adversity. "You learned how to let things go," Liu shares, indicating that resilience is central to overcoming setbacks, a quality she believes is essential for all entrepreneurs.

These experiences—marked by long hours and discouragement—taught her the virtues of persistence and adaptability, both of which she would need in her future ventures.

Confronting Personal Fears: The Leap into Entrepreneurship

Liu's path to entrepreneurship was not without its self-doubts. Initially, she felt apprehensive about stepping out on her own, often attributing her ability to work for others rather than leading a company. "The story I kept telling myself was: If I work hard and get a seat at the table, I’ll learn enough to be prepared to become a founder," she recalls.

It was a book by Mindy Kaling, titled Why Not Me?, that catalyzed a shift in her mindset. The empowering question—"Yeah, why not me?"—inspired Liu to consider her potential as an entrepreneur more seriously. This newfound confidence was bolstered by experiences in managerial positions and a supportive network of fellow business leaders who provided guidance and camaraderie.

Her father's legacy as a business owner also influenced Liu's trajectory. Watching her father work tirelessly as an entrepreneur, facing both triumphs and tribulations, imbued her with a desire to pursue a career that was both fulfilling and impactful. Liu's narrative underscores a belief that a fulfilling job is one where professionals are deeply engaged and invested—echoing her father's sentiments as he advised her to prioritize passion over stability.

Passion for Inclusivity: The Drive Behind Tower 28

In founding Tower 28, Liu aimed not only to create high-quality beauty products but also to foster inclusivity in a traditionally exclusive industry. Growing up, she lacked representation—especially of people of color—in business and the beauty world. Inspired by figures like Jamie Kern Lima, the founder of IT Cosmetics, Liu acknowledges the responsibility that comes with visibility, stating, "You have to see it to be it."

This commitment to representation profoundly shapes the development of Tower 28's products. The brand focuses on serving diverse customers, particularly those with sensitive skin, ensuring that all products cater to the unique needs of various skin types and tones. Liu aims to challenge conventional beauty standards by promoting a more authentic portrayal of beauty—one that showcases different races, ages, and abilities.

Through her leadership, Tower 28 actively engages in creating dialogues around inclusivity, shifting perspectives on how beauty is marketed and perceived. Liu’s determination to showcase authentic beauty goes far beyond aesthetics; it is a critical step toward reshaping societal norms and empowering individuals.

Filtering Feedback: The Balance of Listening and Decision-Making

As a leader, Liu emphasizes the importance of filtering feedback—a skill developed through her myriad experiences in corporate settings. She vividly recalls instances where unqualified opinions could derail progress. For example, a manager who constantly shifted decisions based on her most recent conversation created confusion and stagnation within her team.

For Liu, it’s essential to listen to feedback, but also important to identify which voices align with the brand's vision. She hints at experiences with team dynamics, explaining, "I’m hiring all these people because I want their feedback, but that doesn’t mean I don’t filter it." This balanced approach allows her to incorporate valuable insights while staying true to her core brand values.

Employing this strategy has facilitated innovative product developments at Tower 28. Liu’s keen ability to discern relevant feedback led to strategic collaborations—like the recent partnership with social media influencer Toni Bravo, known as the "CEO of blush." Their shared vision for inclusivity and representation guided the creation of striking, wearable shades designed for diverse skin tones.

The Inbox Strategy: Organization in a Dynamic Environment

Liu admits that she struggles with maintaining an "inbox zero" philosophy, indicating the challenges of managing a growing business amidst the chaos of daily operations. She utilizes Superhuman, an email management tool, to help streamline her communications by filtering out junk messages.

In her company, an internal rule has emerged favoring real-time communication via Slack, reserving email for substantial updates or necessary external communications. This strategic approach reflects her understanding of the fast-paced nature of business and the need for an adaptable communication style.

A Dream Realized: Finding Joy in Leadership

Despite the inevitable trials of entrepreneurial work, Liu describes her current role as her "dream job." She relishes the opportunity to create products that enrich the lives of her customers and bolster their self-esteem. In her perspective, even as work consistently presents challenges, the joy derived from helping others is paramount.

Liu embodies a blend of practicality and passion, thriving in her unique position within the beauty industry. She aims to transcend conventions and create lasting impacts through cosmetic products designed to promote skin health and confidence.

FAQ

What inspired Amy Liu to start Tower 28? Amy Liu founded Tower 28 to create inclusive beauty products tailored for sensitive skin, driven by her father's entrepreneurial spirit and her desire for representation in the industry.

How do Amy Liu's early jobs influence her current business approach? Early experiences in sales and telemarketing taught Liu essential skills in communication, resilience, and understanding customer needs—skills that continue to help her as a business leader.

What challenges has Liu faced as a woman of color in the beauty industry? Liu has faced the challenge of representation, pushing her to ensure that Tower 28 reflects diversity and inclusivity, ultimately advocating for a broader definition of beauty.

What are some highlights of Tower 28's product philosophy? Tower 28 focuses on creating vibrant, functional products for sensitive skin, emphasizing the use of non-toxic ingredients and ensuring that the brand is accessible and relatable to a diverse range of customers.

How does Liu approach feedback within her team? Liu believes in filtering feedback to maintain a clear vision for the brand while valuing the insights of her team members, ensuring they contribute to the collective goals of Tower 28.