In this episode of How They Scaled It, I sit down with Elina Wang, Co-Founder and CEO of ESW Beauty, as she shares the inspiring journey behind her wellness-driven skincare brand.
From a $25,000 bank loan and DIY packaging to launching in major retailers like Kohl’s, Target, and Whole Foods, Elina reveals the hard-won lessons of retail partnerships, building a values-driven brand, and creating standout experiences through grassroots marketing and creative events.
00:00:12 – Meet Elina Wang, founder of ESW Beauty
00:01:16 – How her wellness journey inspired the first product
00:03:14 – Taking a $25K leap and launching while in college
00:04:47 – Formulating custom products with a biochem background
00:05:41 – How a bold pitch at Cosmoprof landed Kohl’s
00:07:38 – The art (and obsession) of packaging design
00:09:32 – Differentiating in a crowded skincare market
00:10:45 – Her co-founder story: from dating to dream team
00:13:53 – Scaling from 2 people to a team of 15+
00:16:11 – Landing Target and Walgreens after years of follow-up
00:20:20 – Keeping brand vision aligned as you grow
00:22:42 – Why every product launch is a huge team effort
00:23:01 – Elina’s favorite unconventional marketing moment
00:24:37 – Building connection through events and community
00:27:18 – Elina’s personal rituals for staying grounded
00:29:16 – Building a great team through thoughtful hiring
00:30:59 – What’s next for ESW Beauty
00:31:40 – Elina’s advice: Have a funding plan & be agile
