Retail Isn’t Luck, It’s Strategy w. Elina Wang

<p>In this episode of How They Scaled It, I sit down with Elina Wang, Co-Founder and CEO of ESW Beauty, as she shares the inspiring journey behind her wellness-driven skincare brand.</p><p><br></p><p>From a $25,000 bank loan and DIY packaging to launching in major retailers like Kohl’s, Target, and Whole Foods, Elina reveals the hard-won lessons of retail partnerships, building a values-driven brand, and creating standout experiences through grassroots marketing and creative events.</p><p><br></p><p>00:00:12 – Meet Elina Wang, founder of ESW Beauty</p><p>00:01:16 – How her wellness journey inspired the first product</p><p>00:03:14 – Taking a $25K leap and launching while in college</p><p>00:04:47 – Formulating custom products with a biochem background</p><p>00:05:41 – How a bold pitch at Cosmoprof landed Kohl’s</p><p>00:07:38 – The art (and obsession) of packaging design</p><p>00:09:32 – Differentiating in a crowded skincare market</p><p>00:10:45 – Her co-founder story: from dating to dream team</p><p>00:13:53 – Scaling from 2 people to a team of 15+</p><p>00:16:11 – Landing Target and Walgreens after years of follow-up</p><p>00:20:20 – Keeping brand vision aligned as you grow</p><p>00:22:42 – Why every product launch is a huge team effort</p><p>00:23:01 – Elina’s favorite unconventional marketing moment</p><p>00:24:37 – Building connection through events and community</p><p>00:27:18 – Elina’s personal rituals for staying grounded</p><p>00:29:16 – Building a great team through thoughtful hiring</p><p>00:30:59 – What’s next for ESW Beauty</p><p>00:31:40 – Elina’s advice: Have a funding plan &amp; be agile</p>