With  5+ years of experience in the beauty industry, Elina decided to create her own products that had creative branding and would not compromise on safety and efficacy. Elina asked her boyfriend, John, to join this venture with her. With his BA from Columbia in biochemistry, he was able to bring his expertise to creating the best formula without toxic ingredients such as parabens, phthalates, synthetic fragrances, formaldehyde, and sulfate detergents.

Together, their mission is to change the way people view “sheet masking” by creating a brand that has clean ingredients, is cruelty free, and is made with eco-friendly packaging without leaving out the fun.

Elina chose raw juices as her theme for their first line because they were a huge part of her clean living journey and is one of her favorite drinks. Together along with the ESW Beauty Team, they hope to continue to create more products in the future with a safe formula that delivers the deepest results.