What It Means to be Seen: My Journey as an Asian American Beauty Founder
Do you have a dream you have yet to pursue? Goals, both personal and profession, but feel like something is holding you back? Then this post is for you.
If you’re a skincare lover, then you’ve probably heard of Tower 28, the clean beauty and makeup brand backed by board-certified dermatologists. Especially if you have sensitive skin, this is a brand you have to try.
The founder, Amy Liu, is here today to tell us about her journey to entrepreneurship, representation in the industry, and how to execute and go for it.
Let’s welcome Amy to the blog.
+++
Over 20 years ago, I found myself in the middle of what I lovingly refer to as my quarter-life crisis. Like many children of immigrants, I grew up with a clear definition of success: get good grades, go to the best college you can get into (UCSD, go Tritons!), and land a “good” job. So I did all those things—checked every box.
My first job out of college was at a big consulting firm, the kind you take mostly because someone you admire tells you it’s what you should do. But after a couple of years, I was laid off—and for the first time, I felt completely lost.
At the time, I didn’t know what I wanted to do, let alone who I was. I read all the “find yourself” self help books and ultimately went to grad school—not because I had it all planned out, but because it felt like a safe bet. Looking back, I was just trying to avoid making the wrong choice. But even then, I had this small, persistent feeling that there had to be more for me.
If I’m being honest, I didn’t grow up seeing people who looked like me in leadership roles. And I don’t just mean Asian Americans—I mean women, too. In pop culture and the media, success looked like tech CEOs Meg Whitman or Carly Fiorina—powerful women, yes, but with a kind of masculine energy I didn’t personally identify with. Meanwhile, the only version of Asian women I saw in the mainstream were characters from The Joy Luck Club. None of it felt like me.
But then, I had a moment that changed everything.
I was attending a roundtable event in business school when I saw Jenny Ming’s name listed as one of the speakers. Jenny was a founding team member and President of Old Navy—and she looked like me. That may not sound revolutionary, but at the time, it was. She was the first Asian American woman I had seen in a major leadership position in the retail and fashion world. I had to meet her.
Out of hundreds of attendees, only a small group would be seated at her table. I told my then-boyfriend (now husband), Victor, that I was determined to sit with her. He gently pointed out that the odds weren’t in my favor, but somehow, fate stepped in—and I did end up at her table. I sat right next to her. And what did I do with this magical, full-circle moment? I totally blacked out. I barely said a word. But I remember what it felt like to be in her presence. It was the first time I could truly picture myself in a similar role. Seeing her gave me permission to dream bigger than what I thought was possible.
That’s why I’m sharing this now.
Sometimes, just showing up can mean the world to someone else. Jenny Ming probably doesn’t remember that conversation—or even know who I am—but her presence that day shaped the course of my life. It made me believe that I could be more. That I could build something. And I did.
Today, as the founder and CEO of Tower 28, I carry that with me every day. I created Tower 28 because I wanted to build a beauty brand that was inclusive, accessible, and rooted in real skin—especially sensitive skin, like mine. But more than that, I wanted to create something that felt possible for people who never saw themselves represented in the beauty industry. I wanted to build the brand I didn’t have.
So if you’re reading this and feel a little unsure of where you’re headed, or if you’ve ever questioned whether you belong—you do. Your voice matters. Your story matters. And someone out there is looking at you the same way I looked at Jenny Ming: as proof that it’s possible.
Showing up for yourself is powerful. Showing up for your community? Even more so.
TIPS TO PUT YOUR IDEA INTO MOTION:
Progress over perfection: momentum matters more than having all the answers.
Collaboration > Competition: Find mentors, peers, or communities that lift you up and help you grow.
Know your lane: There is so much noise and feedback is a gift, but your authenticity is what will set you apart.
Keep showing up: Consistency builds trust—both with others and with yourself.
You can have it all but not all at once: You’re not behind, you’re not late. It all makes sense in hindsight.
+++
We hope this post gave you a bit of weekend inspo to take a step toward achieving your goals and pushing away whatever may be holding you back.
x, The Skinny Confidential team
+ Shop TSC’s Memorial Day sale here.
++ The best products for sensitive skin.
