In this episode of How They Scaled It, host Courtney sits down with Elina Wang, Co-Founder and CEO of ESW Beauty, a wellness-forward skincare brand that turned raw juice inspiration into a clean beauty phenomenon. If you’ve seen ESW’s vibrant sheet masks on shelves at Target, Whole Foods, or Walgreens, this is the story behind the brand that made it happen.
From K-Beauty Intern to Founder With a Vision
Elina’s entrepreneurial spark ignited at age 16 while working for her mother’s K-beauty distribution company. That early exposure to skincare products, especially sheet masks, laid the foundation for what would eventually become ESW Beauty. But it wasn’t just about good skin. During college, Elina dealt with stomach ulcers that led her to overhaul her diet and discover raw juices.
That convergence of self-care and healthy habits sparked an idea: skincare that takes inspiration from beverages. Think: sheet masks infused with the same nourishing ingredients you’d find in a juice bar.
With her co-founder (then-boyfriend) by her side, Elina took out a $25,000 bank loan and dove in.
Cosmoprof to Kohl’s: A Trade Show Gamble That Paid Off
Starting with a single product line, Elina and her co-founder developed custom formulas, traveled to Korea for manufacturing, and created hundreds of packaging iterations to get the look just right. Their big break came in 2019 at their first trade show, Cosmoprof, where Elina personally pitched the brand to anyone who would listen.
One of those spontaneous hallway pitches happened to land them a meeting with buyers from Kohl’s. It wasn’t an overnight deal. Plenty of follow-ups and negotiations followed, but it ultimately led to their first national retail partnership in January 2020.
Design That Stops You in Your Tracks
Packaging isn’t just a design detail at ESW Beauty, it’s a strategic advantage. Elina, self-described as a “packaging girl,” led the brand’s visual development alongside a designer from her mom’s company. She obsessed over every color, line, and detail until the juice-bottle-shaped masks perfectly reflected their wellness ethos.
From color psychology to sustainability (they now use compostable mask materials), every design decision reinforces ESW’s clean, intentional brand promise.
Scaling Smart With the Right Team (and Co-Founder)
Elina’s co-founder, originally on a pre-med track, brought critical biochemistry skills to the table. While their romantic relationship eventually evolved into a pure business partnership, the strength of their complementary skills helped fuel the brand’s growth.
Now with a team of over 15, Elina remains deeply involved in sales, marketing, and product development. She still signs off on every formula, packaging design, and marketing campaign. Her philosophy? No one will ever care as much as the founder—so stay in the details.
From College Campuses to Coachella: Creative, Experiential Marketing
While many DTC brands lean heavily on paid ads, ESW Beauty’s marketing playbook emphasizes community and creativity.
They host skincare parties through a network of college ambassadors. They build campaigns around real-life experiences, like the time Elina donned a “mocktail mask” costume on the Santa Monica Pier for the product launch. And Elina herself has stepped in front of the camera to share authentic, behind-the-scenes content with fans.
This human-first approach builds loyalty both with consumers and retailers, many of whom first meet the brand at trade shows and follow their growth through social media.
What’s Next: New Products, Global Growth, and Staying Grounded
From Whole Foods to Target to Walgreens, ESW Beauty has grown steadily over the past few years. But Elina is quick to point out that success in retail requires patience. Target took three years of persistence to finally get in-store placement.
Her biggest advice to new founders? Know how you’re going to fund your business. Scaling with retailers is expensive and slow. Without a solid financial plan (and a little luck), it’s easy to run out of steam early.
Despite the chaos, Elina maintains her focus through long walks, meditation, and a strong social life. She’s building more than a beauty brand—she’s building a community grounded in intention, joy, and real connection.
Want to hear the full conversation?
Listen to Episode 22 of How They Scaled It on Spotify: https://open.spotify.com/episode/3p2ZeXcyYiFCOqD9i8kxKp
If you’re a founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about ESW Beauty, visit www.eswbeauty.com. Â
