Elina Sofia Wang, Episode 11
This week’s In Conversation With features Elina Sofia Wang, founder of ESW Beauty. Having struggled with stomach ulcers for many years, Elina started to pay more attention to the ingredients in her everyday diet. As she began to transition to more wholesome foods, raw juices, and teas, Elina also began to transition her beauty vanity to cleaner skincare products as well. We were lucky enough to sit down with Elina to learn more about ESW Beauty and her favorite self-care rituals.
Q: Not just another sheet mask line, how do your sheet masks stand out from those already on the market?
ESW Beauty’s sheet masks are guaranteed to be non-toxic, clean, vegan, and cruelty free. Each sheet mask is centered around a raw juice theme, one that has led me through my clean lifestyle change.
Q: What is ESW Beauty’s philosophy?
My goal for ESW Beauty is to create beauty products that combine clean ingredients and good-for-you foods together, all while still being fun and accessible to all.
Our philosophy has 4 pillars.
1 - Clean ingredients
ESW Beauty uses non-toxic, vegan, and all natural ingredients such as vegetable and fruit extracts in our sheet mask formulations. We are free of parabens, phthalates, PEGs, ethanolamines, synthetic fragrances, formaldehydes, BHT, BHA, alcohol, DEA, sulfate detergents, silicones, synthetic dyes, aluminum powder, and animal-derived products.
2 - Vegan
Preserving our Earth and protecting animals is important to us. From mask serum to sheet fabric, none of our products contain any animal ingredients or animal-derived ingredients!
3 - Cruelty-free
ESW Beauty is a team of animal lovers who’ll never test on animals. We are also Leaping Bunny certified and part of PETA’s Global Beauty Without Bunnies program.
4 - Sustainable
Our products are safe for us and for the Earth. We do everything we can to minimize our footprint, which is why our sheet masks are biodegradable, the LDPE sheet mask pouches and paper tubes are recyclable, and our packaging uses soy ink, an environmentally friendly alternative to traditional petroleum ink.
Q: Can you tell us more about your mission to empower women?
ESW Beauty is a women-founded company with a team of 70% female. We are passionate about spreading the awareness of and helping women subjected to domestic violence. As a proud New Jersey-based company, we pledge 10% of our monthly profits to Women Aware, a non-profit organization that promotes the safety and self-sufficiency of individuals and families affected by domestic violence in Middlesex County, New Jersey.
You can learn more about Women Aware here.
Q: Skincare is seasonal and can change depending on your skin needs. What is your go-to mask of the moment and why?
My go-to mask of the moment is The Pink Dream Moisturizing Raw Juice Mask. This sheet mask is the perfect addition to any skincare routine especially during the colder seasons. Watermelon, Rose Water and Grapefruit extracts within The Pink Dream work together to create a nourishing and hydrating formula. Vitamins E and C are also found inside this sheet mask which offer intense moisturization and a healthy glow.
Q: You recently launched 2 Soothing Tea Inspired Facial Tools: Hibiscus White Tea Rose Quartz Gua Sha and Mint Green Tea Jade Crystal Facial Roller. What was your inspiration behind them?
The Hibiscus White Tea Rose Quartz Gua Sha and Mint Green Tea Jade Crystal Facial Roller were inspired by my daily caffeine boost. The Hibiscus White Tea Rose Quartz Gua Sha relieves tension, promotes the firming and smoothing of the skin, and boosts circulation. The Mint Green Tea Jade Crystal Facial Roller, made with aventurine, promotes healing and is known for its ability to calm irritated skin, relax migraines and soothe the eyes.
Q: Do you have any insider tips/ways you like to use the tools with the sheet masks?
I have so many tips regarding our facial tools! I love using the facial roller over our sheet mask. This allows the essence from the sheet mask to better absorb into the skin. The facial roller also provides a cooling sensation which helps soothe any inflammation. I typically use the gua sha after applying a sheet mask! There is always leftover serum which is perfect for the gua sha to glide on when I am using it. This way the additional serum is absorbed by the skin while I am using the gua sha.
Q: What is your favorite self-care ritual?
My favorite self-care ritual includes taking time for myself. At night, I often light my favorite candle, which is currently a sugar cookie scent for the holidays, and take a moment to jot down a few thoughts in my journal. I’ll write down anything from new ideas to random thoughts and feelings I may have had throughout the day. This helps reduce any stress I may have before bed. I will also use a sheet mask and my gua sha on my face and body before bed. The sheet mask helps reset my skin and the gua sha helps relieve any tension that may be leftover after a long day. Most often I use the gua sha to massage the back of my neck when it feels sore or tight.
Q: What’s next for ESW Beauty?
We are working on creating and developing more healthy living inspired skincare. A new line is currently in the works and will be launching soon this upcoming spring so keep an eye out for it!
Q: Where can we find ESW Beauty?
ESW Beauty can be found at eswbeauty.com and at major retailers like Anthropologie, Free People, Eataly, Crate & Barrel, Nordstrom, and Whole Foods.
Enter our GIVEAWAY (a $250+ value)!
Kana Skincare has partnered with ESW Beauty to give one lucky winner a chance to stock up on a collection of our plant-powered best-sellers! For your chance to win both facial tools, Raw Juice Cleanse Mask Set, LIT Facial Oil and EGF Active Botanical Essence, click here.