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Celebrating individuality and wanting to enhance natural features, Sweed is the Swedish beauty brand that celebrates what you have... without masking it. Founded by renowned make up artist Gabriella Elio, the brand is built on the ethos that all products should be high quality and easy to use so you can achieve radiant results all year around.



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Dreaming up an assortment of high performing cosmetics that fit seamlessly into everybody’s routine, Sweed has everything you need to create the signature no-make up make up look. Founded by renowned make up artist Gabriella Elio, Sweed is based on the minimalist and natural approach to beauty seen in the Scandi country. From its coveted (and MUA approved) Lash Lift Mascara to its array of delicate, eye-enhancing lash extensions, the brand has a range of make up bag must-haves that are effortless and easy to use.


Having fallen in love with the way her mother would apply her make up when she was a child, Gabriella Elio became fascinated with the mystery and magic behind cosmetics. Through working as a professional MUA, the idea to create her own brand began when she noticed a gap in the market for false lashes that were soft, delicate and natural. Looking to create her own, she began Sweed initially with an array of falsies, before venturing into eye and complexion enhancing formulas and tools.


An icon in its own right, Sweed’s Lash Lift Mascara is a staple in many MUA kits. With a wand that mimics a wide-tooth comb in a tiny, skinny version, this mascara glides over lashes lifting and separating hairs from root to tip. Powerfully pigmented and able to easily reach your lash line, it encourages your eyes to go from zero to hero in one coat. Or, for those that prefer a helping hand in the lash department, the No Lash-Lash Set features ultra-delicate cluster lashes for a fluttery, natural looking finish. Created in collaboration with Nikki Makeup, each of the four designs were made to fulfil every need in Nikki’s personal and professional kit. The set includes four varying sizes to add discreet volume and longer lengths.