Our Story

Once upon a time in 2014, at 16, I was packing orders, pitching K-Beauty, and testing sheet masks in the back room of my mom’s small New Jersey distribution company where I fell in love with skincare, even though nothing felt like me. Around the same time, I was juggling college at Babson and multiple jobs, running on stress and little sleep, until my body gave out and I landed in the ER with severe stomach ulcers.

During a year off to heal, I discovered whole foods, raw juices, and plant-based ingredients—and the idea clicked: what if I combined wellness and skincare into one brand?  With passion, creativity, and the belief that we could learn anything we needed to, my co founder and I took a leap. We borrowed $25K, created the first Raw Juice Cleanse Masks, and our first trade show opened the door to major retailers.

Today, ESW Beauty is the #1 natural mask brand in the U.S., backed by a team of 20 and sold in 19K+ stores. My mission has never changed, to create your dream formulas with clinical actives and juicy nourishing ingredients inspired by my own healing journey, and to inspire our community of Dreamers to believe in themselves and pursue their passions just as I did

About ESW Beauty

At ESW Beauty, we create wellness-inspired skincare infusing our signature sensorial energy into formulas thoughtfully themed around nourishing beverages and foods. Each product is created with clean, gentle formulations powered by clinical actives and is always non-toxic, cruelty-free, and fully vegan.

clean, vegan, & cruelty-free
drink-inspired sensorial skincare
solution-oriented formulas
proven formulas, clinical actives
women owned & led
made in korea

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.

how it started...

<p><strong>Idea was born </strong>(early 2019)</p>

Idea was born (early 2019)

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
<p><strong>Launched brand and RJ </strong>(Nov 2019)</p>

Launched brand and RJ (Nov 2019)

In November of 2019, our Raw Juice Sheet Mask line was born. With Elina's 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.
<p><strong>First anchor retailer WFM</strong> (July 2021)</p>

First anchor retailer WFM (July 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.
<p><strong>Lip Treatment Launch</strong> (Aug 2023)</p>

Lip Treatment Launch (Aug 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.
<p><strong>Target </strong>(Feb 2024)</p>

Target (Feb 2024)

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.
<p><strong>Hello Eye Patches! </strong>(Sept 2024)</p>

Hello Eye Patches! (Sept 2024)

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.
<p><strong>Kourtney Kardashian Moment </strong>(Feb 2025)</p>

Kourtney Kardashian Moment (Feb 2025)

During Alabama’s 24-hour Twitch stream, ESW Beauty took center stage in multiple segments! In one part, Kourtney Kardashian joined Alabama to showcase our lip treatments and eye patches, sharing their love for the products on camera.
<p><strong>BoF Finalist </strong>(June 2025)</p>

BoF Finalist (June 2025)

ESW Beauty was named a finalist in the Business of Fashion Global Beauty Awards, an international program by BoF, the leading authority on the global fashion and beauty industry, recognizing the most innovative and impactful brands shaping the future of beauty.
<p><strong>First Licensing Partnership Liquid Death </strong>(July 2025)</p>

First Licensing Partnership Liquid Death (July 2025)

In July 2025 we were so excited to announce our first ever licensing partnership with edgy water brand Liquid Death. Inspired by their bestselling waters, we created face masks with deadly good hydration.
<p><strong>All New Lip Tints!</strong> (Nov 2025)</p>

All New Lip Tints! (Nov 2025)

Building on the success of our first lip treatments, we expanded the collection with new tints and textures—each powered by our signature lip-loving, active-infused formulas.
<p><strong>Rebrand </strong>(Jan 2026) </p>

Rebrand (Jan 2026) 

With our rebrand, we’ve reimagined ESW to better reflect our community—introducing a bold new look, a sharper voice, and a renewed commitment to inclusivity, empowerment, and playful, Gen Z–inspired beauty.
<p><strong>Full Size Skincare </strong>Coming Soon</p>

Full Size Skincare Coming Soon

Building on the love for our masks and lip treatments, ESW is expanding into full-size skincare in 2026—introducing innovative, K-beauty–inspired essentials that bring our signature sensorial, clean, wellness-driven approach to a complete routine, starting with facial mists.

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 Responsibility

At its core, clean beauty refers to products made with safe, ethical ingredients that are beneficial to your skin. At ESW Beauty we create products with a strict standard where our skincare is formulated with non-toxic ingredients and is made in a sustainable way.