The Journey to Non-Toxic and Sustainable Beauty

A Q&A with Elina Sofia Wang, Founder of ESW Beauty

Elina Sofia Wang is a Taiwanese American entrepreneur with a passion for healthy living and clean skincare. She founded ESW Beauty in 2019, inspired by her own wellness journey and a gap in the market for effective sheet masks with natural, healthy ingredients.

In addition to creating eco-friendly products, Wang also makes sure to support women. ESW Beauty's team is 70% female and they donate 10% of their profits each month to Women Aware, a non-profit domestic violence agency.

We spoke to Wang about skincare and the challenges and rewards of starting her own company.

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Please tell us a little about yourself.

I am a Taiwanese American who grew up in Holmdel, NJ. I went to Babson College to study business management; I always knew I wanted to be an entrepreneur from a young age. In 2019, I founded ESW Beauty when I was 21 and since then I have been loving every moment of this journey. Excited about all that's to come!

How did the idea for ESW come about?

I started ESW Beauty because I wanted to combine my love for healthy living and clean skincare. After a long journey struggling with stomach ulcers for many years, I began my wellness journey where I transitioned my diet to whole foods and healthier beverages including raw juices and plant-based milk. I also switched my beauty vanity to clean skincare and found that there was no sheet mask line on the market that not only had clean, effective formulas, but also focused on healthier ingredients.

With almost a decade of working experience in the beauty industry, I decided to start ESW Beauty with a goal to create sustainably-made skincare formulated with non-toxic ingredients, vegan & cruelty-free formulations all inspired by the foods & beverages that aided me in my wellness journey.

You’ve put a lot of research into all of your products. What is something you’ve learned about skincare that surprised you?

It is all about consistency and takes time. When I was younger, I wished my acne would be reduced instantaneously by using a product, but oftentimes it would take one week or more before I saw results. Be patient with yourself and the products and you will see the results you are looking for.

What is one mistake that women make when it comes to their skin?

Many people expect good skin only comes from using higher-priced products, but in fact, it stems from your entire lifestyle. Eating healthy whole foods, having enough sleep, and maintaining cleanliness (for example - changing your sheets and pillowcases consistently to avoid dust) are as important in maintaining clear, healthy skin.

What is your skincare routine?

I love trying out different products all the time but, currently, this is my skincare regimen.

Innisfree Green Tea Foam Cleanser

Glow Recipe Watermelon Glow PHA + BHA Pore-Tight Toner

ESW Beauty Sheet Masks - The specific mask depends on the day, but some of my favorites are the Avocado Banana Milk Hydration Plant-Based Milk Mask for moisturizing, Matcha Almond Milk Radiance Plant-Based Milk Mask for radiance, and the Deep Detox Pore Control Raw Juice Mask if I am breaking out.

Tatcha The Dewy Skin Cream Replenishing & Plumping Moisturizer

One fact about me is I prioritize and love supporting AAPI-founded brands when possible.

What has been the most challenging aspect of starting ESW Beauty? The most rewarding?

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 (a.k.a. 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.

Hearing customer feedback is the most rewarding. I don’t often get to hear in person but at trade shows, there are frequent times when someone will try a sheet mask on day 1 & come back telling me on day 2 how amazing their skin felt. This real feedback inspires me to continue to create.

What advice do you wish you had before starting your business?

True fulfillment comes from the journey and not the final destination. I wake up every day now filled with purpose because I know each day I am building for the next step for our brand. When I was younger I always thought the final goal was being satisfied, but over the past few years, I realized that it is the process of laying out the bricks one at a time for the house that gives me true happiness.