Sweed Beauty

Sweed: Makeup Expertise for Clean and Radiant Beauty

Born from the expert eye of Gabriella Ellio, a professional makeup artist for over twenty years, the Sweed brand redefines makeup codes by combining studio performance, respectful ingredients, and Nordic elegance. Founded in 2015 in Sweden, the brand stands out with innovative products designed to enhance without ever masking. Each formula is clean, vegan, and developed with professional rigor – for a natural, long-lasting result without compromise.

Sweed Essentials for Well-Groomed and Expressive Eyes

The eyes are at the heart of the Sweed universe. Iconic, multi-award-winning mascara, prostaglandin-free lash growth serum, lightweight and reusable false lashes: the Swedish brand elevates each product to a level of excellence. Efficacy, safety, and respect for ocular health are the watchwords. These eye care and makeup products are for professionals as well as for those who wish to enhance their gaze daily, with precision and gentleness.

A Signature Makeup: The "No-Makeup Makeup" According to Sweed

With cult products like the Miracle Powder or the Glass Skin Foundation, Sweed offers a vision of makeup focused on the skin's natural radiance. No heavy coverage, no thick textures: just lightweight formulas, luminous finishes, and a mastered bare-skin effect. A philosophy that appeals to lovers of chic minimalism as well as makeup artists seeking finesse.

Sweed: Conscious Beauty and Environmental Commitment

Beyond formulation, Sweed is concretely committed to the planet. Every mascara sold contributes to the conservation of sea turtles, through a partnership with the NGO Billion Baby Turtles. This ecological commitment is part of a global approach: eco-responsible packaging, controlled production, adherence to the strictest ethical standards. With Sweed, beauty also becomes an act of commitment, without compromising on quality requirements.