How to Build a Viral Beauty Brand Beloved by Celebrities and Sephora
Executive Summary
A Shopify Masters interview, with Amy Liu, founder of the makeup brand Tower 28 Beauty, who spent over 20 years in beauty at companies such as L'Oreal before starting her own. She says her own eczema and a gap for sensitive-skin makeup inspired the brand, which she says is 100 percent compliant with the National Eczema Association's standards and which she has since joined the board of. She describes how she chose vendors who can scale and act quickly, the first order that was not from someone she knew, hand-built lists of creators for small, craft-style PR boxes in 2019, landing on Sephora shelves, and an organic mention from Hailey Bieber. She closes on finding your own version of smart and surrounding yourself with complementary people. Sponsor: Shopify, which produces the show and is named in the description with a free trial offer. PARTIAL COVERAGE: this note is based on the opening, the career and eczema sections, the partner sourcing section, the early PR section and the closing, and may not cover every point in the roughly 45 minute video. Business and product claims are the guest's own and not independently checked. Nothing here is medical or skincare treatment advice.
Key Takeaways
A career before founding
The guest says she worked over 20 years in beauty at brands such as L'Oreal while wanting to be an entrepreneur like her immigrant father.
Why not me
She says she asked, why shouldn't I try to do this, and acted on the idea.
Sensitive-skin focus
She says her own eczema inspired the brand, and she says it is 100 percent compliant with National Eczema Association standards.
Purpose and the NEA
She says joining the association's board lets her see where money goes, including advocacy and research.
Choosing partners
She says people earn reputations, and vendors need to scale, act quickly and do what they say.
First stranger order
She says the first order from someone she did not know thrilled the team, and she kept the Shopify order sound on.
Small PR boxes
She says in 2019 her team hand-built lists of creators and sent small craft-mailer PR boxes instead of glamorous ones.
The Conversation Breakdown
A career before founding
⏱ Untimed topicThe guest says she worked over 20 years in beauty at brands such as L'Oreal while wanting to be an entrepreneur like her immigrant father.
Why not me
⏱ Untimed topicShe says she asked, why shouldn't I try to do this, and acted on the idea.
Sensitive-skin focus
⏱ Untimed topicShe says her own eczema inspired the brand, and she says it is 100 percent compliant with National Eczema Association standards.
Purpose and the NEA
⏱ Untimed topicShe says joining the association's board lets her see where money goes, including advocacy and research.
Choosing partners
⏱ Untimed topicShe says people earn reputations, and vendors need to scale, act quickly and do what they say.
First stranger order
⏱ Untimed topicShe says the first order from someone she did not know thrilled the team, and she kept the Shopify order sound on.
Small PR boxes
⏱ Untimed topicShe says in 2019 her team hand-built lists of creators and sent small craft-mailer PR boxes instead of glamorous ones.
Core Frameworks & Ideas
People earn their reputations - the guest's vetting rule
Judge hires, retailers and vendors by track record.
Vendor requirements - the guest's checklist
Look for scale, speed and people who do what they say.
Your version of smart - the guest's mindset
Find your strengths and surround yourself with people who complement them.
Actionable Next Steps
- ✓Check the guest's claims about certification and sales against the brand and the National Eczema Association.
- ✓List the vendor traits you need before choosing a production partner.
- ✓Plan a small, thoughtful outreach package for a creator and track the response.
- ✓Treat the advice as the guest's experience and not as skincare or medical advice.
Notable Quotes
“Why not me? Why shouldn't I go and try to do this?”
“people earn their reputations”
“you just have to figure out what your version of smart is”
The One Thing to Remember
The guest argues that solving a personal sensitive-skin need, choosing reliable partners and sending small, thoughtful PR boxes built her makeup brand.