Women-Owned Clean Beauty with ESW Beauty
We interviewed ESW Beauty’s founder, Elina Sophia Wang, to get a behind-the-scenes look at what it is like creating a vegan beauty brand. ESW Beauty is based out of New Jersey and is focused on creating vegan, organic, and cruelty-free skincare.
You can shop ESW Beauty products on their website! Use discount code VEGAN20 for 20% off your purchase on their website. Follow ESW Beauty on Instagram & TikTok @esw.beauty
What makes ESW Beauty products special?
Our products are made with not only you in mind, but our environment as well. Our cupra mask fabric not only fits perfectly on any face shape, it is also biodegradable!
What is your social mission?
Our mission is to create the best, most effective products for our customers while also using clean, ethically-sourced, and sustainable ingredients. We want our customers to enjoy their masks and be able to relax without having to worry about where the product waste will end up!
When did you start your brand?
Our brand has been in the works for years. It was important to us to carefully curate the best products possible and we officially launched our first line of sheet masks in November of 2019.
Why did you start ESW Beauty?
I have used many clean beauty products but found that there was no sheet mask line on the market that not only had non-toxic formulas but also looked good on the bathroom countertop so I wanted to make that a reality. ESW Beauty is the perfect mix of fun, effective, and clean!
How did you start your clean beauty brand?
I started this brand after a few years in the beauty industry. After testing many products, I decided to create my own clean beauty skincare brand. I took one year off in college to start this with my co-founder John who had a background in biochemistry and it was launched in November of 2019.
Who are your biggest influences?
My biggest influences are Emily Weiss (the founder of Glossier) and Toni Ko (the founder of NYX Cosmetics). Both are industry veterans that have done amazing things with makeup and skincare.
Do you admire any other vegan brands?
Kaike and Foxie Cosmetic are two vegan brands we highly recommend for your countertop alongside our sheet masks! As a woman-owned company ourselves, we love to support other woman-owned vegan companies as well! Whether you’re looking for a cleansing oil or a handmade body butter; these brands never disappoint.
What is a recent exciting success of ESW Beauty?
Recently, we launched our masks at Anthropologie! That was a dream come true for me as it's an amazing retailer that I have been shopping at for many years.
Where do you sell your products?
You can find us from national retailers to local boutiques. Some include Free People, Anthropologie, Kohls, Saks Off Fifth, Express, Kittsona, Solei & Co, Le Chic Lash Boutique, Vault, Unicornio Studio, Pure Skin Spa.
What is the best advice you have ever received?
The best advice I have received is to be “comfortable with being uncomfortable”. As a young women entrepreneur, I am always faced with situations that I may not be used to and where I need to push myself out of my comfort zone. It can be very tough but it has now become something I embrace and enjoy.
What advice do you give to someone wanting to start their own vegan brand?
I would tell someone to spend a lot of time doing research and really learn about the ingredients. Also, figure out what makes their brand different from others.
If you are looking for sustainable, eco-friendly clean beauty products and sheet masks check out ESW Beauty! Remember to use discount code VEGAN20 for 20% off your purchase on their website!