Launch Date: November 2019
Geography: Hazlet, New Jersey, US
Founders:
2025 Full Year Projected Revenue: $8M - $10M, according to industry estimates
Primary Category: Skincare
Other Category: Tools/Devices
Funding: Self-Funded
Primary Distribution Channel: Mass
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 10,000+
ESW Beauty was founded with a mission to bring clean, effective skincare into the heart of modern self-care. After struggling with stomach ulcers and embracing a healthier lifestyle, founder Elina Wang saw a gap in the beauty space—products that aligned with wellness values but still delivered real results. She set out to create a solution.
Inspired by nutrient-rich drinks like raw juices and smoothies, ESW Beauty offers sheet masks, eye patches, and lip treatments made with clean, plant-based ingredients. We believe skincare should be fun, sustainable, and transparent—free from toxins, packaged responsibly, and always high performing.
Insights: Elina Wang, Co-Founder + CEO
Why now and why you?
Why now: Consumers today are more conscious than ever—they’re reading ingredient labels, demanding transparency, and prioritizing wellness in every part of their lives, including skincare. The shift toward clean beauty isn’t a trend—it’s a lifestyle. And yet, there’s still a lack of products that feel fun, indulgent, and wellness-driven without compromising on quality or sustainability. The timing is right because the demand is real, and the market is ready for affordable skincare that’s both effective and playful!
Why me: My journey is personal. After struggling with stomach ulcers, I changed my lifestyle—clean eating, wellness routines, and self-care became essential. But I couldn’t find skincare that matched that same standard. With my background in beauty (worked for a K-beauty distribution business since I was 16), I had the vision to create something better. ESW Beauty isn’t just a brand—it’s an extension of my story, values, and commitment to offering clean, playful skincare that resonates with today’s consumer (we call them our “Dreamers”).
What fuels your competitive advantage?
What fuels our competitive advantage is a combination of factors. First, our strong network and supply chain in South Korea give us access to some of the best skincare R&D in the world—Korean beauty innovations are truly unmatched.
On top of that, my keen eye for branding and deep understanding of what consumers want help us create products and experiences that resonate authentically. This blend of cutting-edge formulation and thoughtful brand strategy sets ESW Beauty apart in the market.
What are you most proud of accomplishing to date?
What I’m most proud of so far is getting ESW Beauty products into retail stores, making clean, wellness-focused skincare accessible to everyone. From the very beginning, my goal was to move beyond online sales and put our products where people could easily discover and experience them in person. Seeing ESW Beauty on the shelves at Target, Whole Foods Market, Sprouts, and Walgreens is a huge milestone—something my high school self would hardly believe and might even pinch herself over.
What is the one thing you wish someone had told you?
One thing I wish someone had told me is that partnering with retailers is way more expensive and complex than you might expect. Beyond just getting shelf space, there are costs like slotting fees, chargebacks, promotional allowances, and other hidden expenses that can add up quickly. Understanding these financial and operational challenges early on would have helped me plan better and navigate retailer relationships more strategically.
What would you tell your past self before starting this journey?
If I could go back and give advice to my past self, it would be to prioritize surrounding yourself with the right people from the very beginning. Having mentors, a dedicated team, and a supportive community is crucial for growth and success. These relationships provide guidance, push you to grow, and help bring your vision to life. Building that network early makes the journey smoother and opens doors you didn’t expect.
For a long time, I tried to do everything on my own. It wasn’t until I moved from New Jersey to New York City in 2023 that I shifted my mindset and learned the importance of opening up and building a network. I realized that not only did ESW Beauty need a community, but I did too.
What does success look like in the next 3-5 years?
Success for ESW Beauty in the next 3-5 years means growing into a trusted, go-to clean beauty brand both in the US and internationally. A major milestone will be expanding into our dream retailer, Ulta Beauty, which aligns perfectly with our mission to bring wellness-driven skincare to a wider audience. Beyond that, we’re excited to enter new markets like Canada and the EU, making our products accessible to more people who value clean, effective skincare. We also plan to build out a full skincare line, extending beyond sheet masks and lip treatments to offer a complete, cohesive self-care routine rooted in wellness.
What's one industry trend that is overhyped, and what's being overlooked?
One industry trend that feels overhyped is the obsession with viral or exotic ingredients. Brands often chase the newest “must-have” ingredient without focusing on whether it truly benefits all skin types or works well within a thoughtful formula. This can lead to products that are more about hype than real results. What’s often overlooked is the power of minimalist, effective formulations—simple, plant-based ingredients combined thoughtfully to deliver lasting benefits. At ESW Beauty, we believe clean, well-crafted formulas inspired by everyday wellness rituals provide genuine, sustainable results without unnecessary complexity.
How do you think the industry needs to evolve?
I believe the beauty industry needs to evolve by embracing more authenticity and originality. Too often, brands follow the same trends and formulas, which can make the market feel repetitive and less inspiring. What consumers really want is something genuine—brands that stand out by being true to their unique stories, values, and innovations.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, I would launch ESW Beauty in Ulta Beauty. Ulta Beauty has become a destination for beauty lovers who care about both performance and clean ingredients—it’s where wellness-minded and mainstream consumers meet. I believe ESW Beauty belongs on those shelves because we offer something truly unique: fun, effective skincare rooted in wellness, with clean formulas and sustainable packaging.
Being in Ulta Beauty would not only allow us to reach more Dreamers, but also help educate more consumers on what clean, intentional self-care can look like. It would be a huge step in making wellness-driven beauty more accessible, while staying true to the heart of our brand.
