ESW Beauty's founder, Elina Sofia Wang, struggled with stomach ulcers for many years and in early 2018, she started to live a cleaner lifestyle by eating healthier, drinking raw juices, and joining yoga and barre classes. She also started to use 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 counter top.
With her B.S. from Babson College, 5+ years of work experience in the beauty industry, and her passion for clean skincare & healthy living, she decided to start her own brand in her home state, New Jersey. Elina’s goal was to create her own products that had creative branding and would not compromise on safety and efficacy. Her priority was to build a brand that has clean ingredients, is cruelty free, and is made with eco-friendly packaging without leaving out the fun.
ESW Beauty’s formula is guaranteed to be non-toxic and will never contain toxic ingredients such as parabens, phthalates, synthetic fragrances, formaldehyde, and sulfate detergents. Elina chose raw juices as her theme for their first line because they were a huge part of her clean living journey and is one of her favorite drinks.