Sweed Beauty

With over 20 years of experience as a professional makeup artist, Gabriella Ellio founded Sweed in 2015 to fill in a gap that she identified in the industry: beauty products bringing together professional performance, vegan formulations and clean ingredients. Quickly, the Swedish brand became an undeniable reference, notably for eye makeup. Among its iconic products: multiple award-winning mascaras and an innovative eyelash growth serum, known for their formulas without prostaglandin, offering an alternative that is safer and better for lash health. In parallel, Sweed offers other essentials like its Miracle Powder and Glass Skin foundation, embodying the brand's signature "no makeup makeup" style, for a natural and luminous look that transforms the skin without material effect. What also sets Sweed apart is its commitment to the environment. The brand works with the organisation Billion Baby Turtles saving one sea turtle for every mascara sold. In sum, this environmental commitment, like all its ethical formulas, reflects Sweed's fundamental values: Creating revolutionary products all while taking care of the planet. A real alliance between beauty and ethics.