Loved by makeup artists around the world. Sweed is known for creating vegan and clean products with professional performance. Sweed is a pioneer in the eye category with popular and award-winning Mascaras and Eyelash Growth Serum that is free from prostaglandin analogues.
With over two decades of experience as a professional makeup artist, our founder Gabriella Elio wanted to create clean and game changing products she felt were missing on the market.
Growing up in a beauty store I discovered my passion for makeup. I loved how a subtle makeup could transform you into a happier and more confident version of yourself.
My motto has always been:
"Look like yourself after a 2 week vacation - glowing skin, lush lashes and full of life!"
Being born in Lebanon and raised in Sweden has taught me the beauty of simplicity and to be comfortable in my own skin. My aunt, the epitome of elegance and my compassionate, feminist mother made me understand that women are perfect as we are.
With over two decades of experience as a professional makeup artist I'm happy to create vegan and clean products for our Sweed friends and professionals around the world.
All our Sweed products are designed and developed by me, with years in the making. Everything from formulation to packaging is carefully chosen to reach professional performance. Sweed is the essence of professional artistry made accessible.
SOURCING AND STANDARDS
Each Sweed product is unique with years of development and sourcing behind. We work with the most trusted factories worldwide, specialists in their niche. We always start from scratch, formulating supreme functionality and quality for each and every product category with carefully sourced raw materials that meet our clean standards. Learn more about our skincare infused makeup with science backed ingredients.
WE DONT RETOUCH OUR MODELS
We are tired of seeing perfect pictures of faces and skin that doesn’t meet real expectations. We don’t retouch our photos since we believe skin should look like skin and an image can only be trusted if it shows real results.
The incredible before and after images you see online with Sweed products are organic and posted by happy customers. We let our results speak for themselves. We haven’t paid for the content and we don’t edit any images.
FOR EVERY MASCARA SOLD, SWEED IS RESCUING ONE SEA TURTLE.
We have teamed up with Billion Baby Turtles to support their sea turtle rescue project. We want to help raise awareness about the obstacles sea turtles are facing and how our nature is affected. Billion Baby Turtles is focusing on community-based projects to keep nesting turtles and hatchlings safe and away from illegal hunting.
