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When a personal wellness journey transforms into a thriving clean beauty brand, you know there’s a special story behind it. After battling health issues, Elina Wang realized the need for skincare that’s both fun and sustainable, and that’s how ESW Beauty was born. From blending her favorite ingredients to creating eco-friendly packaging, Elina has built a brand that’s as effective as it is playful.
Ahead, Elina shares the transformative moment that sparked her entrepreneurial journey, how she keeps skincare fun while staying eco-conscious, and her advice for young entrepreneurs.
What was the “aha” moment when you realized you needed to create your own clean beauty brand, and how did your favorite ingredients inspire your hero products?
The inspiration for ESW Beauty came during a pivotal moment in my personal wellness journey. After years of battling stomach ulcers, I adopted a cleaner lifestyle and became more mindful of what I was putting in my body and on my skin. I started searching for skincare products that aligned with my commitment to health and sustainability, but I couldn’t find a brand that struck the right balance. That’s when I knew I had to create ESW Beauty.
My favorite beverages, like Pink Juice and Vanilla-flavored Oat Milk, inspired The Pink Dream and Vanilla Oat Milk masks. Ingredients like pineapple, guava, oat milk, and watermelon—rich in antioxidants and skin-loving nutrients—became the foundation of our hero products. These ingredients not only remind me of the smoothies and juices I enjoy daily but also provide a refreshing and nourishing experience for the skin.
@esw.beauty Hi Dreamers ☁️ 💖 this is how I started a clean beauty brand at 22 and launched my product in over 8500 stores nationwide….. . . . . . . #eswbeauty #eswdreamers #skincare #inspiring #inspirational #founder #founderstory #inspirational #love #nostalgia #memory #trends @Elina Sofia Wang ♬ original sound - esw.beauty
How do you strike the perfect balance between eco-friendly practices and making skincare fun? Is there a product that really embodies this combination?
At ESW Beauty, we believe that sustainability and fun can go hand in hand. From the beginning, it was essential for us to create eco-friendly packaging while also making skincare fun and approachable. We use materials like compostable mask fabrics and recyclable packaging, and we’ve made our designs playful by embracing a healthy beverage theme. This combination allows our Dreamers to enjoy their skincare routine, knowing they’re making sustainable choices.
The Pink Dream Moisturizing Raw Juice Mask perfectly embodies this balance. Its playful, juice-inspired packaging makes it fun to use, and the clean, sustainable ingredients make it a product people can feel good about.
Congrats on expanding into Target and over 8,500 retail doors! What was it like seeing your products on shelves, and how do you keep that momentum going?
Thank you! Expanding into Target and over 8,500 retail doors has been an incredible milestone. Seeing our products on the shelves of such iconic retailers felt surreal—it was a moment I had always dreamed of. It’s a powerful reminder of how far we’ve come.
We keep the momentum going by continuously launching new and exciting products. Next year, we have several releases lined up, and we’re introducing new displays and collaborations. Most importantly, we stay connected with our Dreamers, ensuring that we create products that are not only effective but also align with their skincare needs.
What advice would you give to young entrepreneurs looking to bootstrap their own businesses and stay true to their vision?
My biggest advice is to stay patient, resilient, and focused on your vision. Bootstrapping requires resourcefulness, so it’s important to be strategic with your spending and reinvest in areas that drive growth. Surround yourself with a supportive network—mentors, peers, and team members who believe in your mission—because having people in your corner can make all the difference.
If you had to pick one product from the ESW Beauty lineup that everyone needs to try, which would it be and why?
If I had to choose one, it would be The Pink Dream Moisturizing Raw Juice Mask. This mask is formulated with hydrating ingredients like watermelon, rose water, and grapefruit. It’s perfect for anyone looking to nourish dry skin. The watermelon is packed with vitamins and antioxidants, while rose water soothes and calms the skin, and grapefruit brightens the complexion. It’s a must-try for a refreshing, hydrating experience that leaves your skin feeling revitalized.
