I've made $11.4 million from my clean skincare brand. Now, I'm rebranding to reflect my company's evolution and expect to double my revenue.
Business Insider
February 25, 2026
AI-Generated Deep Dive Summary
Elina Sofia Wang, founder of ESW Beauty, a clean skincare brand based in Hazlet, New Jersey, has achieved significant success with $11.4 million in revenue and presence in 19,000 retail locations, including Target and Anthropologie. After years of growth, Wang decided to rebrand the company to better reflect its evolution and enhance its visual identity. The new branding features bold, bright colors and emphasizes active ingredients, aligning with the preferences of Gen Z consumers who value vibrant, modern aesthetics while seeking effective products. This overhaul aims to double the company’s revenue in 2026.
The rebranding process began in late January and involved extensive community engagement through platforms like Instagram Stories and TYB, where customers provided feedback on packaging design. The new visuals highlight active ingredients such as hyaluronic acid and peptides, which were previously less prominent, while also incorporating trust-building claims like "dermatologist-tested" and "Made in Korea." These changes are designed to make the brand’s formulas stand out more effectively, ensuring that both the aesthetic and functionality appeal to Wang’s target audience.
The rebranding was a significant investment, costing $500,000, and required updating all aspects of the business, from packaging design to website content. The company also plans to launch new full-size skincare products this spring, including serums and moisturizers inspired by wellness themes and clinically proven ingredients. These initiatives are part of a broader strategy to expand ESW Beauty’s market presence and achieve ambitious revenue goals.
Wang emphasizes the importance of involving the community in major decisions like rebranding to ensure customer satisfaction. By leveraging feedback and aligning with Gen Z preferences, ESW Beauty aims to maintain its strong growth trajectory while staying ahead of competitors. This approach highlights how strategic branding and product innovation can drive business success in a competitive market.
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Originally published on Business Insider on 2/25/2026