When I started Tower 28, I knew I wanted to build more than a clean beauty brand.

I wanted to build a company I’d actually want to work for—a place where people felt seen, supported, and excited to grow. A team where culture wasn’t performative. And where leadership meant something deeper than just title or tenure.

I didn’t always get it right. But what I’ve learned since launching in 2019 is this: team is everything.

So here’s what I’ve learned about how to hire, build, and lead with heart—especially when you’re doing it for the first time.

1. You Don’t Have to Know It All—But You Do Need to Hire with Intention

When I raised my first $500k, I didn’t have the luxury of hiring senior executives. So I leaned into what I did have: time, knowledge, and a clear vision.

I hired three young women who had never had full-time jobs—but they had heart, hustle, and curiosity. I brought in consultants when I needed deep expertise. That blend of junior energy and fractional experience gave us momentum without blowing the budget.

What matters most in the beginning?

  • Curiosity
  • Integrity
  • Flexibility/ Swiss Army Knives 

Later, as your business scales, you’ll need depth. But in the early days, hire for potential, not just credentials. Will, not just skill!

2. Culture Is Not Perks. It’s How People Feel.

Every founder says they care about culture. But most of us don’t think about how we create it.

Here’s what we do at Tower 28:

  • Weekly all-hands led by me, with a view from the top including look back, look forward and announcements.
  • “User manuals” so teammates know how each person works best
  • Skip-level meetings with junior staff so I hear the unfiltered truth
  • Kaizen cash ($1,000/year per employee) to support ongoing learning
  • Birthday confetti (yes, literally post-it notes with love on your desk)

Culture isn’t a one-off retreat or an HR policy. It’s how you make people feel on an ordinary Monday.

3. Your Job as CEO? Be the Culture Keeper.

I still interview every single person we hire. I still lead onboarding. Because culture doesn’t come from a deck—it comes from how you show up.

If you want a team that’s driven, collaborative, and values-aligned, you have to model it.I say it all the time: hire slow, fire fast. The wrong hire doesn’t just cost time and money—it drains your energy, and quietly shifts the entire company’s culture.

4. Performance Reviews Don’t Matter If You Don’t Give Regular Feedback

You can’t just check in twice a year and expect alignment. At Tower 28, we’ve built a culture of continuous feedback, both structured and informal.

We hold “PD chats” (personal development) outside the office with a coffee stipend.
We ask three simple questions:

  • What do you like about your job?
  • What’s not working?
  • Any advice for me?

It’s not always easy—but it’s how you build trust. And trust is what unlocks performance.

5. Letting Someone Go Is the Hardest Part of the Job—And the Most Important

I’ve had to fire people I cared about. It never gets easier. But I’ve also learned this:

If it’s not working for you, it’s probably not working for them either.
And dragging it out doesn’t help either of you.

Respect the person. Be direct. And when possible, offer a glide path or support. We’re building businesses—but we’re also building our reputations, our legacies, and our humanity.

Final Thought: Team is the Product

At the end of the day, your people are your only moat. 

Great branding will get you attention. Great product will get you repeat customers. But a great team is what turns early momentum into a lasting brand.

So choose your people like you choose your packaging: with care, intention, and love.

Amy Liu is the founder and CEO of Tower 28 Beauty. After two decades as a beauty executive and a lifelong struggle with eczema, she launched Tower 28 to create clean, accessible beauty that doesn’t compromise on performance or inclusivity. She lives in LA and still interviews every hire herself.