SWEED JOURNAL

Cloud Mascara Launch Europe Tour

It’s near-summer in Europe, which means there’s a palpable excitement in the air for the warm days ahead. A couple of weeks ago, in week 26, we visited three different countries to celebrate our newest mascara addition, The Cloud Mascara. A product that has been in the making for over 2 years before turning out perfect. On the warm days in June, our closest friends and industry colleagues descended in London, Amsterdam and Hamburg to fete our newest addition over a beautiful summery lunch.The events were intimate and Sweed’s founder and Creative Director, Gabriella Elio, spoke to all guests about the Cloud Mascara and the story and passion behind it. “The Cloud Mascara is like a piece of René Magritte art! It will take your lashes to surrealistic lengths and volume beyond your imagination,” said Gabriella. Among the group of guests were Murielle Van Schaik, Johanna Olsson, Anna Olsson, Jacinta Spencer, Chynara Kojoeva, Gemma Peace and many more — all in all, a group of women with serious beauty knowledge and style.  Murielle Van Schaik & Gabriella ElioSanne KreikampJansz, Amsterdam Margriet Hutting, Jessie Meding, Merle Switynk and Sanne Kreikamp Gabriella Elio and Yasmin Salmon Jansz, Amsterdam  Laura van Egdom and Sandra Bierens The Ivy, London Marloes de Jong and Gabriella Elio Merle Switynk Jansz, Amsterdam Candle Siërra and Emmy Klomp Candle Siërra and Gabriella Elio Gemma Peace and Mikai Mikai Sandra Bierens and Esmee Huiden Petite Tortue, Hamburg Petite Tortue, Hamburg Björn Mohamadmoesman and Gabriella Elio Thank you to everyone that came and made this day unforgettable. We are forever grateful! Xx, Team Sweed

Cloud Mascara Launch Event In Stockholm

It’s near-summer in Stockholm, which means there’s a palpable excitement in the air for the warm days ahead. On Wednesday, June 15th, we hosted a lunch at Dramatenterassen to celebrate our newest mascara addition, The Cloud Mascara. A product that has been in the making for over 2 years before turning out perfect. On the warm day in June, our closest friends and industry colleagues descended in Stockholm City to fete our newest addition over a beautiful summery lunch, over-looking Nybrokajen.The lunch was intimate and Sweed’s founder and Creative Director, Gabriella Elio, spoke to all guests about the Cloud Mascara and the story and passion behind it. “The Cloud Mascara is like a piece of René Magritte art! It will take your lashes to surrealistic lengths and volume beyond your imagination,” said Gabriella. Among the group of guests were Leyglow, Pamela Granholm, Jannike Nordström, Clara Hallencreutz Fares, Anitha Clemence, Rebecca & Fiona and many more — all in all, a group of women with serious beauty knowledge and style.   Gabriella Elio and Clara Hallencreutz Fares Bisse, Vanessa Valderrama and Marianne Scheja  Dramatenterassen, Stockholm Pamela Granholm (Beautybypami), and Emelie Jonsson  Dramatenterassen, Stockholm Gabriella Elio  Clara Hallencreutz Fares, Anitha Clemence, and Fiona FitzPatrick Johanna Östman Livijn and Valerie Wigardt Dramatenterassen, Stockholm  Fatima Maziad (Fmaaziad) and Dilay Aksak Acat (Lifeofdilay)  Marianne Scheja, Rebecca Scheja, Marion Kronberg, and Fiona FitzPatrick Dramatenterassen, Stockholm  Gabriella Elio and Julia Dursun Ida-Sofia Klingspor, Lila Nguyen and Erika Boss  Johanna Östman Livijn Sabine Onar Haddad, Gabriella Holmgren (Littlesisterholmgren) and Evelina Forsell Gabriella Elio and Clara Hallencreutz Fares  Thank you to everyone that came and made this day unforgettable. We are forever grateful! Xx, Team Sweed 

We won an award for our green thinking!

We are beyond proud and happy to announce that our collaboration together with Billion Baby Turtles has won the award "Collaboration of the year" by Skönhetsredaktörerna at Aftonbladet.

The Story Behind Sweed

What does the name "Sweed" mean? Sweed is a playful combination of Sweden and sweet in one word. Our founder Gabriella wanted to honor her country Sweden and the iconic blue box reminded her of sweets and macarons. Gabriella always loved the calming and happy blue color of Riva boats and the mediterranean sea.  It took her 2-3 years to find someone who could create the iconic round Sweed box since it was a new invention and didn’t exist on the market at that time.  Gabriella was obsessed with the idea that the box had to be round. All the other brands had squared boxes. The Sweed quality and design is different from other lash brands and it was very important for her to stand out and go her own way. This is the story behind "Sweed" and I hope you have enjoyed it! With love, Sweed

I got it from my mama - Rebecca & Marianne Scheja

We had a chat with Rebecca Scheja, the one half of the pop duo Rebecca & Fiona, and her mum Marianne Scheja, about motherhood, the importance of self love to review our products.

Beauty insiders with Kristine Studden

Beauty insiders is the format where we meet some of the world's most celebrated makeup artists who's frequently seen using Sweed. We've had a chat with Kristine Studden, the woman behind Chrissy Teigen, Bella Hadid and Hailee Steinfeld's makeup to name a few.

Beauty insiders with Gabriella Elio

Beauty insiders is the format where we meet makeup artists we admire and are inspired by. First out, we had a chat with Gabriella Elio, the founder of Sweed. Welcome to the lashie world of Sweed and happy reading!