SWEED JOURNAL

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!