![]() These, as a family of products, are our bestselling products. Our Lip Jelly is really just another way of saying a lip gloss or lip oil. So much that we launched a serum version, which is basically a concentrated version of the hero. It comes in three different sizes and it’s been incredibly popular for us. But, if that is the case, I think having products that are nourishing and also thoughtful about skin conditions is really good for Canadians.Ī: We have three major heroes. I’ve been told there are higher incidences of eczema in Canada, which I don’t know if that’s true. The weather changes can make your skin quite sensitive. Q: What makes the brand a good fit for Canada?Ī: I think, for Canada specifically, there are a lot of weather variations. And, around that, we have a strong point of view and a strong product philosophy that we’ve really leaned into.Ī: What we see when we’re on Instagram, what we see on TikTok, and I see when I am in stores, is that we actually have a wide range of people using the products. But, at the end of the day, I genuinely believe that you have to have good product. So, the idea that this could take is not one I for sure felt comfortable about. ![]() I’m not a hairstylist or a makeup artist, or a dermatologist or an esthetician. I’m not famous, I’m not an influencer and I’m not even an expert. I raised only friends-and-family capital. I didn’t know it could become what it is today … We’re an indie brand with no institutional funding. If you had asked me five years ago, I would have said the same thing. I’ve worked in the industry for 20 years, and I’ve never seen the industry more competitive than it is today. Q: Has there been anything that’s surprised you while building the brand?Ī: I’ve been surprised almost the whole way. Instead, we comply with the National Eczema Association, which says just don’t use them at all because people generally have problems with them. We don’t use any essential oils, but there are some essential oils that I’m fine with. We avoid a lot of things, some of which don’t bother me at all. What I believe in is third-party verification. If you are trying to make this bridge that 98 per cent natural is actually better for you than something else, I don’t actually think that’s true. Because, a lot of those products have essential oils in them and plant botanicals, so it was harder for me to use those products … But that’s also why I started Tower 28, because ‘clean,’ back then, was also really sensitizing to me. Q: As a beauty industry insider, are there any lingering misconceptions surrounding the word “clean”?Ī: When I was working for Josie Maran (Cosmetics), which was one of the pioneering clean beauty brands, I remember on every box we would write, “98 per cent natural” or “97 per cent natural.” That’s what ‘clean’ meant back then. And, in addition to that, we try to make sure that our products are reasonably priced. We make sure that the products are high-performance. But, in addition to that, we put in ingredients that are good for you. We put a lot of effort into what we don’t put into our products. Which means that we test for it, and also, we are the only beauty brand that is 100 per cent compliant with the National Eczema Association. Today, all of our products are clean … and we’re also safe for sensitive skin. This advertisement has not loaded yet, but your article continues below. But, if your skin is like mine, and it’s very open, like an open wound, I wanted a little extra assurance that what I was putting on my body was actually good for my skin - and wasn’t making my skin condition worse. The reason why the ‘clean’ part mattered to me is because, if you have a functioning barrier, your skin is able to block out bad things from your system. ![]() But I couldn’t find makeup that was both clean and safe for sensitive skin. I wanted to be able to cover up all of my skin issues. When you work in beauty, and you have a problem like eczema where your skin isn’t perfect, sometimes it can feel kind of embarrassing. Specifically, I’ve also had eczema my entire adult life. But yet, I always had a dream of wanting to be an entrepreneur and starting my own business. I worked in prestige beauty brands my entire career. SephoraĪ: I am a longtime beauty executive. Tower 28 Beauty SOS Daily Skin Barrier Redness Recovery Moisturizer, $33 at Sephora. Speaking virtually from an event in Toronto at Sephora, we caught up with Liu to learn more: Tower 28 - named after a lifeguard tower at the intersection of Santa Monica and Venice Beach - was her answer to sensitive skin needs. “At the end of the day, beauty is about identity as much as it is about the product.” “I felt the brands made me feel like a patient, or didn’t feel very cool or very fun,” Liu recalls of the products on offer at the time.
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