Skin care brand ESW Beauty has taken on its first outside investors nearly seven years after launching, naming TikTok creators Katie Fang and Aliya Rachinski as its inaugural “creator equity partners.”

Fang, 20, and Rachinski, 18, each command audiences of millions and rank among the breakout beauty influencers of their generation. Terms of the deals were not disclosed. ESW’s 2025 revenue reportedly exceeded $11 million, and the brand is projected to surpass $20 million in sales this year.

Beyond content creation, Fang and Rachinski will contribute to product development, campaign strategy, consumer insights and future launches, according to the brand. ESW co-founder and CEO Elina Sofia Wang framed the deals as a departure from standard influencer arrangements. “We believe the next generation of iconic beauty brands won’t be built through transactional influencer marketing,” Wang said. “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.”

Wang separately said the pair “represent the audiences ESW Beauty was founded to serve: a new generation of beauty consumers looking for skin care that is clean, approachable, affordable and inspired by Korean beauty innovation.”

Fang, an entrepreneur and creator known for education-focused beauty content, said the equity stake differentiates this deal from her past brand work. “What excited me about ESW wasn’t just the products, it was the opportunity to help build something,” she said. “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 built her following around her skin care and acne journey, cited the brand’s mission as the deciding factor. “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 skin care that’s accessible to all,” she said.

The investments are first-time brand stakes for both creators, who have otherwise worked as paid partners for brands including Glow Recipe and L’Occitane. ESW, known for sheet masks and eye patches priced around $5, expanded into Lip Treatments in 2023 and facial mists this spring. Its products sell in more than 19,000 retail doors, including Whole Foods, Target, Walgreens and Urban Outfitters.

Sources: WWD, Drug Store News

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