ESW Beauty is redefining influencer partnerships by naming beauty creators Katie Fang and Aliya Rachinski as its first-ever creator equity partners.
Rather than serving as paid ambassadors, the two will receive ownership stakes in the company and help shape product development, campaign strategy, consumer insights and future launches.
"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. ESW
The move supports ESW Beauty's expansion beyond its bestselling sheet masks, eye patches and lip treatments into a broader Gen Z-focused skin care portfolio.
Founded in 2019 by Elina Sofia Wang, ESW Beauty says the creator ownership model reflects its vision of building long-term brand growth through authentic collaboration.
The brand is currently distributed in more than 19,000 retail locations across North America and plans to expand the equity partnership model as it grows.
“Partnering with ESW was an easy decision because our values align so well," said Rachinski. ESW
"We believe the next generation of iconic beauty brands won't be built through transactional influencer marketing," said Wang. "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."
She added, "Our vision has always been bigger than creating products. 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."
"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."
“Partnering with ESW was an easy decision because our values align so well," said Rachinski. "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."
