I Created TikTok's Favorite Face Spray—My 10 Skincare Saviors and the One Step I Skip

Tower 28 Beauty Amy Liu

(Image credit: @amyliu_t28)

The Lineup is a monthly series where we're giving you an inside peek at the beauty lineups of cool fashion people, editors, makeup artists, hairstylists, and estheticians—all the people we trust the most. Get ready for a behind-the-scenes look at all the can't-live-without products that make their worlds go 'round.

I've been a beauty editor for two years now, so it's time for me to share my controversial hot take: After testing hundreds of products, I've realized that most brands have a few standouts, and the rest are just kind of… mid. Brands rarely have gems across different product categories, so unless you read WWW religiously, it can be a little tricky to decipher what's really worth shopping. But luckily, I've discovered what I believe to be the exception to this rule: Tower 28 Beauty. From the TikTok-viral SOS spray to the adorable LipSoftie balms to the tinted sunscreen that looks like an IRL beauty filter, every formula is just perfection. I genuinely can't imagine my routine without this ultra-soothing, high-performing makeup and skincare.

Tower 28 Beauty Amy Liu

(Image credit: @amyliu_t28)

I had the opportunity to chat with Tower 28 Beauty founder Amy Liu to hear the story behind her brand. "I had a 20+ year career in beauty, but despite my role promoting all sorts of products, I continued to struggle with irritated skin and severe eczema," she explained. "I recognized a gap in the market for clean, inclusive beauty that kept the needs of sensitive skin in mind, so I launched Tower 28 in 2019." Curious about the name? I was too. "The name actually comes from a real lifeguard tower here in Santa Monica," Liu told me. "I've always believed the beach represents a healthy, inclusive lifestyle, and that's the essence we aim to create."

Liu was always drawn to West Coast beach culture, but she never saw her Chinese heritage represented in it. "That experience ended up influencing Tower 28's mission: to create a safe place for people of all skin tones, types, and beauty philosophies to feel represented and heard," she said. "With the devastating fires here in L.A., it's been so inspiring to see our community rally behind those affected by the disaster. It's a proof point of the importance of building a brand with intention, purpose, and heart." Amen to that. Keep reading to see Liu's lineup of gentle, soothing skincare (including her just-launched Red Bean Mochi LipSoftie), as well as the common skincare step she skips.

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Emma Walsh
Beauty Editor, Branded Content

Emma is a beauty editor on the branded content team. She’s a passionate writer who loves all things beauty, wellness, and personal growth. Before pursuing writing, she worked in influencer marketing at Gallery Media Group, which owns digital brand PureWow. She lives in New York City, where you can usually find her running to a Pilates class or sipping on a green juice in the park.