96 - Amy Liu, Tower 28 Beauty

Earned: Unlocking the Power of the Creator Economy

In Ep. 96 of Earned, Conor sits down with Amy Liu, founder and CEO of fast-growing clean beauty brand Tower 28. We dive into Tower 28’s success both online and off, and Amy shares the past investments she’s made that are now paying off. We hear why she believes you have to earn your reputation, and how investing in people and products have fueled much of the beauty brand’s success. Next, we take a step back and learn why Amy was grateful to get laid off from Accenture in her early 20s, because it forced her to evaluate what she wanted to do. Her path led her to USC business school, and then into the beauty industry. After running marketing teams at Smashbox, Kate Somerville, and Josie Maran (where she grew sales 5x in three years), we learn why Amy decided to take time away from her career to focus on family, before going all in on her own brand, Tower 28 Beauty. Amy reveals why she’s happy she waited to found her brand, before explaining why she created the Clean Beauty Summer School, a professional development program designed to accelerate small, BIPOC-owned clean beauty businesses. As we wrap up the show, we discuss Tower 28’s thoughtful, personalized approach to building relationships with relevant creators, and Amy gives her take on where the influencer marketing landscape is headed next.

In this episode, you will learn:

• Why investing in people and high-quality products fueled much of Tower 28 Beauty's success
• How Amy's unexpected career trajectory inspired her to launch her own brand
• Tower 28's thoughtful, personalized approach to building relationships with creators

Resources:

• Tower 28 Beauty

Connect with the Guest(s):

• Amy Liu’s LinkedIn

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley
• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics
• CreatorIQ Instagram - @creatoriq
• CreatorIQ TikTok - @creator.iq
• CreatorIQ Twitter - @CreatorIQ