Clean beauty is a trend that is here to stay!
One of my favorite beauty brand with amazing clean beauty products is ESW Beauty. Founded by entrepreneur Elina Sofia Wang, the innovative brand is known for their fun-loving, eco-friendly, compostable and delicious-sounding sheet masks. Plus, ESW Beauty also carry yummy smoothie lip treatments and amazing facial rolling tools that really work!
At RetailMeNot, we love to put a spotlight on women-founded businesses, and ESW Beauty is a special one I know everyone can get excited about! From their smoothie inspired lip treatments (my personal favorite is the Guava Mango Smoothie Advanced Smoothing Lip Treatment!) to hydrating raw juice cleanse face masks (with a buy four, get four deal!) that smell incredible. ESW Beauty even has a glowing skin quiz on their website to help you find the products that will work best for you – amazing!
Definitely put ESW Beauty on your short list to try out now!
Deal alert! During ESW Beauty’s Black Friday sale, you can get 40% off ESW Beauty favorites with code CELEBRATE40. These products will make amazing holiday gifts!
I had the privilege to connect with Wang to ask her about many things, including her inspiration to create ESW Beauty and her plans for the brand’s future. Enjoy!
RMN: Can you describe the inspiration for starting ESW Beauty? Did you see an unfulfilled need in the market for clean beauty products?
ESW Beauty was founded in the summer of 2019 after a much-needed wellness journey. For years, I had struggled with stomach ulcers and in 2018, I started to live a cleaner lifestyle. I began to pay more attention to the ingredients that I would cook with and try to keep a more wholesome meal plan. Instead of drinking beverages that were overly sugary and had lots of chemicals, I transitioned to raw juices & teas.
Besides my change in my food choices, I also began to transition my vanity to clean beauty products. This kickstarted my passion for skincare and along the way, I found that there was no sheet mask line on the market that not only had non-toxic formulas, but also had a focus on healthier ingredients. This sparked the idea of the Raw Juice Cleanse Sheet Masks and ESW Beauty was born. Three years later, in addition to our first line of sheet masks, we now have our Soothing Tea Facial Tools, Plant-Based Milk Masks, and Smoothie Lip Treatments.
RMN: What were the hardest barriers to get through while creating ESW Beauty?
Being an entrepreneur is a very difficult career path, but at the same time, gives me purpose and is very fulfilling. One aspect that was challenging in the beginning but now something I have learned to adapt to is always being a good fireman. When you are running a company, if you have 5 things going your way, you will have 10 things not and most of them you need to find solutions for (aka putting out fires) and that is my job.
Oftentimes the problem is external, but when it lands in my lap, it is my responsibility to resolve it and continue moving forward. To be honest, now I am really learning to enjoy being a problem solver. Each time I solve a situation, I am gaining valuable experience that shapes and matures me as a founder.
RMN: Did you learn any important, or unexpected, lessons while overcoming these challenges?
I have learned to be “comfortable with being uncomfortable.” As a young entrepreneur building a brand during a time of constant change, I have learned how to be adaptable. The industry changes quickly, but the world moves even faster. Knowing what works today may not tomorrow and having to embrace change fast has been a big lesson in the last few years. However, this has made both ESW Beauty and myself even stronger.
RMN: It’s significant that you’re successful in pioneering a women-led brand. How is that important to you?
Growing up, I watched many female entrepreneurs such as my mom lead businesses while taking care of their community which has inspired me to do the same. Today, I am grateful that I can also be an example to other female founders who are just starting out or afraid to take that leap.
Additionally, besides creating high quality skincare, my dream is to build a team of women who can inspire one another to be creative and build ESW Beauty together.
RMN: How do you hope your customers benefit from using your products?
I always like to say, the small things are what matter the most. My goal is for ESW Beauty’s sheet masks, facial tools, and lip treatments to help enhance our customer’s skin and beauty routine.
Our products are formulated with all non-toxic & vegan ingredients while using only sustainable packaging inspired by healthier beverages (packaged in a fun way) to ensure the ingredients provide the best experience for you and your skin.
RMN: Lastly, what is your favorite part of running ESW Beauty?
My favorite part of running ESW Beauty is watching the company grow internally and externally. I started this company four years ago and watching it evolve from an idea on paper to where we are now is beyond rewarding. We have tackled obstacles, took on new challenges, and are now developing new products to grow the company. I am beyond excited to see how we continue to flourish. I also love seeing the community of ESW Beauty and the loyal customers we have established. This fuels me to expand our product lines and create more vegan & sustainable products inspired by healthy living.
The post Q&A: Meet Elina Sofia Wang, Founder of ESW Beauty appeared first on The Real Deal by RetailMeNot.