09.04.22
ESW Beauty, which creates vegan and cruelty-free beauty products that mix clean ingredients with sustainable packaging, is expanding its retail presence and entering over 100 Wegmans doors next week.
AAPI-owned and founded by entrepreneur Elina Wang, the indie brand launched in 2019 with its Raw Juice Cleanse Mask Collection featuring five sheet masks made with biodegradable materials.
Wegmans joins other prominent retailers including Whole Foods, Crate & Barrel, Anthropologie and Free People which also carry the brand’s signature Raw Juice Cleanse Sheet Mask Set along with its best-selling The Pink Dream Moisturizing Raw Juice Mask, Strawberries & Cream Soothing Raw Juice Mask and Deep Detox Pore Control Raw Juice Mask sheet mask.
"Growing up as an NJ suburbs girl, I have always loved shopping at Wegmans, they have a great assortment of healthy foods & beverages,” said Wang. “I have also been seeing that their beauty category has been focusing more on cleaner and vegan alternatives. I remember walking their aisles this time last year and thinking to myself, ‘it would be so cool if our masks could sit on their shelves.’ When we were pitching, we even placed our Raw Juice Sheet Masks in the skincare section, snapped a photo and included that in our brand deck as a fun additional element. Now, one year later, to see our products launch in stores at Wegmans is such a full-circle moment."