How to Build a Viral Beauty Brand Beloved by Celebrities and Sephora
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.
Executive Summary (TL;DR)
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.