Known for its juice-inspired sheet masks, the brand is unveiling a major overhaul and forecasting it will surpass $20 million in sales this year after generating $11.2 million in 2025. To sustain its momentum, ESW Beauty has embarked on its first-ever fundraise with a goal of securing at least $5 million and will introduce a broader skincare range in March.

According to the brand, it sold more than 1 million units of its sheet masks and eye patches and 400,000 lip treatments in 2025. This year, thanks in large part to the rebrand, ESW Beauty is projecting it will sell more than 3 million mask and eye patch units and 1.7 million lip treatments. Updated packaging and marketing are designed to more clearly communicate ESW’s identity and formulations and drive conversion at shelf through bold color, a more prominent logo and clearer front-of-pack ingredient callouts.

The rebrand cost around $500,000 for ESW Beauty’s 21-product assortment and took eight months from original concept to product on shelf. One inspiration for the refresh was a conversation Wang had with industry veterans who gave her frank feedback that ESW Beauty’s products were strong, but the brand was getting lost on crowded mass-market shelves.

“I could not understand for a long time what they were saying, and it was the most simple thing,” says Wang. “It was, where’s the logo? The logo is so small, people don’t recognize ESW Beauty for ESW Beauty. It’s that watermelon rosewater grapefruit mask. This is so important. You want people to know you.”