At USC BCC, we’ve always been drawn to beauty brands that go beyond just creating products—they build communities, champion inclusivity, and lead with integrity. Tower 28 is a perfect example of a brand that stands for more than just makeup. Founded by Amy Liu, Tower 28 has made waves not only for its innovative, sensitive-skin-friendly makeup but also for its commitment to clean beauty and empowering the next generation of entrepreneurs. From their save-our-skin sprays to their ethos of transparency and care, Tower 28 has become one of our absolute favorite brands for its values as much as its products!
Amy Liu: Towering Among the Best
Amy Liu’s journey with Tower 28 is one that inspires us at USC BCC. Last spring semester, we were lucky enough to have Amy come to our club for a special panel discussion, where she shared her entrepreneurial story from the very beginning. Before founding Tower 28, Amy had built a strong foundation in the consulting industry, but despite her success, she felt a disconnect between her work and her passion. Her true calling was beauty—particularly clean, inclusive beauty for sensitive skin. Amy’s shift began when she transitioned from consulting into the beauty world, where she worked with well-known beauty brands and gained valuable industry experience. Recognizing the gaps in the market for products that were both clean and effective for sensitive skin, she decided to take her career to the next level.
Sugar Plum & More: Tower 28’s Latest Addition
The latest launch from Tower 28 is nothing short of sweet! The new shade, "Sugar Plum," has just been released as part of their Lip Softies set—a moisturizing lip balm collection that’s as good for your lips as it is for your look. Sugar Plum is joined by other beautiful shades in the set, including "Watermelon Kiwi," "Ube Vanilla," and "Dulce de Leche,” making it a perfect mix of subtle, everyday neutrals. We can’t wait to try them all!
Volunteering at Tower 28’s Clean Beauty Summer School (CBSS)
Our recent trip to Tower 28’s HQ for their Clean Beauty Summer School event was an unforgettable experience. As volunteers, we got the unique opportunity to help bring this incredible program to life: spending two days assisting with set-up and the execution of the event. The Clean Beauty Summer School aims to support aspiring beauty entrepreneurs by providing them with the mentorship, investments, and resources needed to start their own brands. We were able to listen to panels from top industry professionals, including USC's own Professor David Belasco, who shared how he once mentored Amy Liu during her time in MBA school. We were also inspired by another USC professor who spoke about spirituality, tying it back to mindfulness and balance in the corporate world with his background in Buddhist studies. Nevertheless, this event wasn’t just about beauty; it was about how inner wellness connects with outward confidence. We were truly grateful to be part of something so meaningful.
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