Beauty / news brief
TikTok Influencers Katie Fang and Aliya Rachinski Invest in ESW Beauty
Gen-Z TikTok stars Katie Fang and Aliya Rachinski have taken stakes in skin care brand ESW Beauty, becoming its first outside investors. The brand reported revenue exceeding $11 million in 2025.
Nearly seven years after launching, ESW Beauty has secured its first external investment — from two of Gen-Z's most prominent beauty influencers. TikTok stars Katie Fang, 20, and Aliya Rachinski, 18, have joined the brand as creator equity partners, though the financial terms were not disclosed.
Founder and CEO Elina Sofia Wang said the duo represents the audience the brand was built to serve: a new generation of consumers seeking clean, affordable skin care inspired by Korean beauty innovation. Wang has long advocated that the next iconic beauty brands will be built through deep, long-term relationships with creators.
ESW Beauty, known for its natural sheet masks and eye patches, is projected to surpass $20 million in sales in 2026, after exceeding $11 million in revenue in 2025. The company was co-founded in 2019 by Wang and COO John Hu.
Both Fang and Rachinski bring millions of followers and significant social media influence, positioning them to help drive the brand's growth among younger demographics. Their investment marks a shift toward influencer-backed equity models in the beauty industry.