ESW Beauty Welcomes Its First Creator Equity Partners

Beauty brand ESW Beauty announced that Katie Fang and Aliya Rachinski have joined the company as its first creator equity partners, marking a new model for creator partnerships built on long-term ownership, strategic collaboration and shared growth.

Rather than participating in traditional paid campaigns, Fang and Rachinski will become long-term partners with an ownership stake in ESW Beauty, aligning their success with the future growth of the company.

Elina Sofia Wang, Co-Founder and CEO of ESW Beauty, said:

“We believe the next generation of iconic beauty brands won’t be built through transactional influencer marketing. 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.”

As equity partners, Fang and Rachinski will help shape product development, campaign strategy, consumer insights, and future launches in addition to creating content, reflecting ESW Beauty’s belief that creators should play an active role in building the brands they influence.

About the Creators

Katie Fang is one of Gen Z’s leading beauty entrepreneurs and content creators, known for building an engaged skincare community through educational content, thoughtful product recommendations, and an authentic approach to beauty. 

Fang’s commitment to ESW Beauty reflects her growing focus on partnering with brands where she can contribute strategically beyond content creation.

Aliya Rachinski has built a loyal audience by openly documenting her skincare and acne journey while sharing the milestones of young adulthood with her community. 

Eating clean, whole, and organic foods was a major contribution to clearing her skin, which made the relationship with ESW Beauty feel incredibly special. 

Rachinski is most looking forward to helping her audience feel the best in their skin with a brand that strongly aligns with her values.

Together, the two creators represent the audience ESW Beauty was founded to serve: consumers looking for effective skincare that is clean, approachable, affordable, and inspired by Korean beauty innovation.

The partnerships coincide with ESW Beauty’s expansion into a full skincare routine designed for Gen Z, including new launches beyond the brand’s bestselling sheet masks, eye patches and lip treatments.