Elina Sofia Wang Shares the Story Behind Her Wellness-Focused Clean Skincare Brand, ESW Beauty
ESW Beauty is one of those brands right at the intersection between irresistible aesthetics and unmatched performance, offering clean and nurturing vegan skincare in some of the cutest packaging imaginable.
Of course, ESW starts with its namesake founder, Elina Sofia Wang. After struggling with stomach ulcers as a teenager, Elina was inspired to make some big changes to her lifestyle, embarking on an important wellness journey that continues to this day. That started with the foods she ate and trickled out into other aspects of her routine, including her skincare. Soon, that led Elina to craft her own non-toxic skincare brand, with products inspired by the foods and drinks pivotal to her pursuit of wellness. Today, ESW Beauty is beloved for transforming skincare into an act of self-care, empowering customers to step into every day as their most confident selves. We had the pleasure of chatting with Elina herself to learn more about her story and what makes ESW stand out in the crowded beauty world.
Name: Elina Sofia Wang
IG handle: @elinasofiawang
Hometown: Holmdel, New Jersey
(via ESW Beauty)
1. Elina got her start in the beauty business working for her mom, who owned a K-beauty distribution company.
"This gave me the chance to explore a wide range of products, and I quickly developed a deep passion for sheet masks. After trying hundreds of them, I saw numerous opportunities for improvement in areas like formula, sustainability, packaging and branding. I knew this was the ideal product category for me to craft a unique story, refine and ultimately leave my mark on the industry."
-Elina Sofia Wang
2. Her personal health journey also informed the trajectory of her brand.
"I struggled with stomach ulcers for years, and in early 2018, I made a shift towards a cleaner lifestyle. I became more mindful of the ingredients I used in cooking, aiming for a more wholesome meal plan. Along with this change in my approach to food, I also started transitioning my beauty routine to include clean skincare products. It was during this time that I realized there were no sheet mask lines on the market that offered non-toxic formulas with a focus on healthier ingredients."
-Elina Sofia Wang
(via ESW Beauty)
3. ESW Beauty gets its name from Elina's initials.
"This brand is deeply personal to me, with every product and decision reflecting my own vision. Many of the products are inspired by my own past struggles with beauty and skincare, driving my desire to create solutions that can improve my skin and others."
-Elina Sofia Wang
Also read about: 5 Tips and Tricks for Maintaining Soft, Luscious Lips
4. ESW's mission goes way 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 focus on more than just our products; we strive to influence and inspire our community through healthy living, positivity and female empowerment."-Elina Sofia Wang
5. Lately, Elina's go-to product has been ESW Beauty's White Pitaya Coconut Smoothie Lip Treatment.
"With the winter chill, my lips get really dry, so I apply it as an overnight lip repair treatment to heal and moisturize. It's always by my desk while I'm working; its blend of ingredients, including hyaluronic acid, makes it perfect for keeping my lips hydrated!"
-Elina Sofia Wang
(via ESW Beauty)
6. The best advice she ever received was to attend trade shows.
"It was there that I had the chance to meet industry professionals and share my brand. I connected with store buyers and secured opportunities to get my products on shelves."
-Elina Sofia Wang
7. The habit of being a problem-solver has gotten her to where she is today.
"To be good at self-teaching and finding solutions when I don't have the answers. And when I'm stuck, I know who to turn to ask for help. (this is what I look for when I hire new team members)."
-Elina Sofia Wang
Also read about: Want Dewy Skin? Follow These Skincare Steps
8. Her favorite skincare tip is to wear sheet masks during plane travel.
"I always wear a mask and even use under-eye patches; it's my go-to routine to arrive with glowing, refreshed skin."
-Elina Sofia Wang
9. She says the most rewarding thing about her work is reading reviews from her Dreamers and hearing their positive feedback about ESW Beauty's products.
"When they share how our sheet masks have improved their skin or how our lip treatments enhance their makeup, it makes me the proudest."
-Elina Sofia Wang
(via ESW Beauty)
10. One thing Elina wants everyone to know about her is that she started her business with no formal corporate experience during a year off from college.
"If I could build this brand into what it is today, you can achieve anything you set your mind to."
-Elina Sofia Wang
Dealing with dry winter skin? Click HERE to learn about 12 mistakes you might be making—and how to remedy them.