ESW Beauty Is Rewriting the Influencer Playbook
Clean skincare brand ESW Beauty has appointed creators Katie Fang and Aliya Rachinski as its first equity partners, introducing a creator equity model centred on long-term partnerships rather than traditional paid campaigns. The move coincides with the company’s expansion into a broader daily skincare offering for Gen Z, beyond its core range of sheet masks, lip treatments, and eye patches.
Rather than signing traditional paid campaign contracts, Fang and Rachinski will take ownership stakes in the business, directly tying their financial returns to the company’s performance. Under the agreement, both creators will actively participate in product development, campaign strategy, consumer insights, and launch planning, alongside producing content.
“We believe the next generation of iconic beauty brands won’t be built through transactional influencer marketing,” said Elina Sofia Wang, co-founder and CEO of ESW Beauty. “They’ll be built by creators who genuinely use the products, believe in the mission and have a real seat at the table. We wanted Katie and Aliya to become builders alongside us — not just spokespeople.”
For 20-year-old Fang — who has built an audience of more than 8 million followers — the arrangement marks her first equity deal within the beauty space.
“I’ve always been intentional about the brands I work with because my community trusts me to recommend products I genuinely believe in,” said Fang. “What excited me about ESW wasn’t just the products, it was the opportunity to help build something. Being able to contribute ideas, product feedback and long-term strategy while having real ownership makes this feel like a true partnership.”
Rachinski, who has amassed a large following by sharing her personal skincare journey online, said the partnership reflected a shared set of values.
“Partnering with ESW was an easy decision because our values align so well. I love that they’re a women-owned brand creating clean and effective skincare that’s accessible to all. My audience trusts me to recommend products I genuinely believe in, so it’s important that every partnership reflects that. I’m so excited to be part of the ESW family and share a brand I truly stand behind,” said Rachinski.
Wang founded ESW Beauty with co-founder John Hu using an initial $25,000 loan to launch juice-cleanse-inspired sheet masks made in South Korea. Since then, the company has grown to a team of 20, with products now available in more than 19,000 stores. As the company expands its skincare portfolio, it plans to continue growing its creator ownership model.
“Our vision has always been bigger than creating products,” added Wang. “We’re building a community where the people shaping culture also help shape the company. This is the beginning of how we think beauty brands will be built over the next decade.”
ESW Beauty is available in the US at Target and Amazon, while UK shoppers can purchase the range at eswbeauty.com.