Our Story

Our founder, Elina Sofia Wang, struggled with stomach ulcers throughout her teenage years, sparking a wellness journey in her early twenties. She shifted her dietary choices to whole foods and healthier alternatives and also made switches with her beauty routine, opting for clean skincare. Through these lifestyle changes, she encountered a gap in the market—a lack of skincare with both clean, effective formulas and a focus on healthier ingredients.

With nearly a decade of experience in the beauty industry working for her family business, Elina established her brand with a clear mission. She aspires to create sustainably-made skincare featuring non-toxic ingredients, with vegan and cruelty-free formulations, all inspired by the foods & beverages that aided her in her wellness journey. 

Our Timeline

Swipe through time at ESW Beauty
The Idea Was Born

The Idea Was Born

After embarking on a wellness journey, our founder Elina decided to combine her two passions, skincare and better-for-you foods & beverages, sparking the creation of ESW Beauty
Our First Product Launch

Our First Product Launch

In November of 2019, our Raw Juice Sheet Mask line was born. With her years of work experience in the beauty industry and her passion for clean skincare & healthy living, she was able to launch her first line inspired by a five day juice cleanse.
Whole Foods Market Launch

Whole Foods Market Launch

By July of 2021, our Raw Juice Cleanse Sheet Masks were in Whole Foods Markets across the country, Elina's dream retailer. Now you can conveniently shop your healthy foods and skincare in the same store.
Facial Tools Newly Arrived

Facial Tools Newly Arrived

From 2021-2022 we introduced the launches of our soothing tea inspired facial tools and Plant-Based Milk Sheet Mask line where we also included a big update of certifying all ESW Beauty sheet masks for composting
New Plant-Based Milk Masks

New Plant-Based Milk Masks

In October of 2022, we launched a new line of sheet masks, our Plant-Based Milk Masks. Inspired by creamy plant-based milk and their unique flavors, this line includes premium plant water which provides an enhanced experience for your skin with its rich and nutrient full serum
A New Category: Lip Treatments

A New Category: Lip Treatments

In August 2023, we launched our Smoothie Lip Treatments, which soon became one of our top-selling products. Formulated with key ingredients such as peptides, hyaluronic acid, vitamin E, and shea butter, and available in three tints, we set out to provide our customers with both a flawless look and deeply nourished lips.
Our Target Launch

Our Target Launch

In February 2024, ESW Beauty officially launched three SKUs in Target, marking a major retail achievement for our brand. This exciting milestone bringing our overall retailer presence to 6500+ stores nationwide, made our sheet masks more accessible to a wider audience, while showcasing our commitment to clean, sustainable beauty.
4500 Walgreens Stores

4500 Walgreens Stores

Launching in 4,500 Walgreens stores nationwide is a significant achievement in our journey to make ESW Beauty products more accessible and convenient for a larger community. This expansion brings our clean skincare directly to the shelves of one of the largest drugstore chains, allowing more people to experience the benefits of our sheet masks & lip treatments
New Latte Eye Patches

New Latte Eye Patches

In September 2024, we announced our new Latte Eye Patches, featuring the Strawberry Matcha Latte and Iced Chai Latte Eye Patches. We aimed to bring our community the quality and formula innovation that ESW Beauty is known for with our sheet masks to this new product line to help tackle & treat the under-eye area.

In The Press

Discover all the latest media coverage and press highlights featuring ESW Beauty and our products

Our Mission

At ESW Beauty, our mission goes beyond skincare—we’re here to uplift and empower our Dreamers to love themselves fully, chase their dreams, and embrace life with confidence and authenticity.

We believe glowing skin is a reflection of self-love and self-care, starting with products that nurture both your skin and the earth. By putting your well-being at the heart of everything we do, we help you feel confident and ready to pursue your passion. When you care for your skin, you’re not just glowing—you’re thriving, and nothing can hold you back.

Our Core Values

ESW Beauty is a women-owned skincare brand dedicated to creating clean, vegan, and cruelty-free products with a focus on sustainability. Our commitment to using eco-conscious packaging and ethically sourced ingredients reflects our passion for both skincare and the environment. We empower women through our brand ethos and proudly partner with organizations like Girls Inc. NYC to support future generations of strong, confident women.

Why We Empower

Elina's passion goes beyond building ESW Beauty—she's deeply committed to empowering other young women to pursue their dreams and become their best selves. Having faced the challenges of being an aspiring female entrepreneur herself, Elina is devoted to supporting and uplifting girls as they navigate their journeys toward success.

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