Cloud Mascara Launch Event In Stockholm

Interview: Andrea Soriga

  Meet our Sweed friend, Andrea Soriga! A Milan-based celebrity hairstylist and beauty icon, Andrea shares his expertise and creative vision with a growing community of hair lovers worldwide through Instagram.  We had the honor of celebrating The Hair Serum launch in Milano with Andrea, hosted by our friends at Sant Ambroeus Milano, and took a moment to catch up with him while he shared his beauty secrets. Shop Andrea's favorites Sweed products here. WHEN DID YOU STARTED AS A HAIRSTYLIST? I started working as a hairstylist ten years ago in my hometown, Cagliari. I’m from Sardinia. MOST SPECIAL MOMENT OF YOUR CAREER? The moments I remember most from my career are definitely the Sanremo Music Festivals, which I hold very close to my heart, and the MET Galas, which were truly special experiences. FAVORITE SWEED PRODUCT? My favorite product before this new launch used to be the Eyelash Serum, but it has definitely been surpassed by the new Hair Serum.     FAVORITE LOOK TO DO? Among my favorite looks is a sleek bun or a ponytail. I love creating super neat, tightly pulled-back buns because I think they make the face look more angelic, clean, and lifted. I also really enjoy doing big blowouts. BIGGEST HAIR TREND AT THE MOMENT? One of the current trends I absolutely love is, without a doubt, light, natural movement, soft waves. To make the look more special, I like adding a styling product that gives it a slightly wet finish. I also really love the bob, a shorter haircut. ANY ADVICE FOR ASPIRING HAIRSTYLISTS? The advice I would give to anyone who wants to start this profession is to do it with passion and perseverance, to study hard, to stay dedicated, and never feel completely satisfied, because you should always keep chasing improvement and success. Nothing comes without at least a bit of effort.   Shop Andrea's favorites Sweed products here.

Interview: Tobi Henney

Meet our Sweed friend, Tobi Henney! A celebrity makeup artist behind memorable looks for icons like Barbara Palvin, Diane Von Fürstenberg and many others. Her work has been seen on the red carpet and at the MET Gala. With her signature glow and modern, effortless aesthetic, she captures the essence of contemporary beauty. Shop Tobi's favorites Sweed products here. HOW LONG HAVE YOU WORKED AS A MAKEUP ARTIST? “I've been a makeup artist now for 16 years and I've worked internationally for about the last 10 years.” WHAT ARE YOUR FAVORITE SWEED PRODUCTS? AND WHY? WHERE ARE YOU BASED? “I'm currently based in the US and I work all over the world actually. I'm often flown to Europe and I was flown back to my home country of Australia last year for a job, but I honestly am open to clients booking me anywhere right now and I'm just really enjoying all the opportunities that come my way.” FAVORITE MAKEUP LOOK? "I just got back from Paris Fashion Week and one of my favourite looks that I created was on Barbara Palvin for the Balenciaga show and it was a beautiful metallic brown liner look, and I know there's a shade called Golden Beetle in the Sweed line and you can use it to recreate the look." FAVORITE BEAUTY HACK? “My favourite beauty hack is to create glass-like skin, and by doing that you really wanna create hydrated base and then you want to dust over the foundation. Just very thinly and then you can really just press the product into the skin and the skin will look supernatural and glowing and gorgeous. And I feel like when your skin looks amazing and glass-like, everything else is going to follow.“ TIPS FOR MAKEUP LOOKS ON MATURE SKIN? “So I have a lot of mature age clients, everything from 40s to 80s, and I really like to keep the blush super high on the face. And I try and create like a triangle shape, so just on the top here, across the cheekbone and then up into the temple, and what that does is it really lifts the face and it gives a more youthful appearance.” ANY ADVICES FOR ASPIRING MAKEUP ARTISTS? "If you're an aspiring makeup artist now the. Internet is the best way to get your work across to people from all different countries and different age groups. So I highly recommend collaborating with other creatives and creating beautiful content that you're really proud of and practising. Practise makes perfect, and trying to work on different skin tones, different skin types, different age groups. And I actually got the best practise from working on weddings because when you're working on weddings, you have to do all different types of skin and you're under pressure, you have to work quite fast and it can be highly stressful, and once you get those practises under under your belt, then you can really become a very skilled and experienced makeup artist."   Shop Tobi's favorites Sweed products here.

Sweed In LA

We celebrated the launch of our Hair Serum with our Sweed friend Laura Polko in LA. Grateful for everyone in our beauty community who made the night so special🩵🌹 Patrick Ta and Gabriella Glen Coco, Gabriella, Zack Zumb, Vincent Pel, Patrick Ta and Laura Polko Ashley Graves Patrick Ta and Laura Polko Gabby Westbrook and Fooz Rebecca Wicklin and Klara Hellqvist Angelica Livolti and Alicia Livolti Casey Baer and Sophie Kylie Umansky Ella Priya and Jacinda Bean Alexa Davis Kayla Birm and Jess Molly Bell Fooz and Andrea Rodriguez Carly Fisher Zach Zumb, Laura Polko and Patrick Ta David Stanwell and Mai Quynh Shop The Hair Serum here.