"ESW Beauty started from my wellness journey. I went through a battle with stomach ulcers for many years and got to a point where it was seriously detrimental to my daily life. So, I decided to eat and drink healthier. The skincare aspect came from my experience working for my mom's small business that distributed K-beauty, starting when I was 16."
"We're now in 19,000 retail locations, including Target and Anthropologie. We have 18 employees, including me, and last year, we hit $11.4 million in revenue. In late January, we launched a rebrand. It was a significant undertaking. But I felt like our packaging and visual identity no longer reflected our brand and the efficacy of our products."
"The idea for the rebrand was simmering in my mind for a while, and I ultimately put my foot on the gas in the summer of 2025. The catalyst was talking to senior and female company founders, as well as my business advisors, and getting their feedback. To start, we put ideas and polls on Instagram Stories and TYB, the community rewards platform."
ESW Beauty, founded by Elina Sofia Wang, originated from her personal wellness journey addressing stomach ulcers through healthier lifestyle choices. Inspired by her experience with her mother's K-beauty distribution business, Wang created a wellness-focused skincare brand launching raw-juice face masks in 2019. The company has grown significantly, now operating in 19,000 retail locations including Target and Anthropologie, with 18 employees and $11.4 million in annual revenue. In January, ESW Beauty underwent a major rebrand featuring bold, bright colors and more visible active ingredients to better reflect product efficacy and brand identity. Wang engaged her community through Instagram Stories and the TYB rewards platform, gathering feedback from followers and senior female founders to guide the visual and packaging transformation.
Read at Business Insider
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