Beauty Insiders with Jessica Hedman

Beauty Insiders is the format where we meet some of the world's most celebrated makeup artists who's frequently seen using Sweed. We are used to admire their work from distance.

This week we had a chat with Jessica Hedman, who had the courage to quit her job as a financial manager during the pandemic to start working with passion - makeup. Her clients include names such as Matilda Djerf and Zara Larsson.

HOW LONG HAVE YOU BEEN WORKING IN THE INDUSTRY?

I would say I’ve been working as a makeup artist for almost three years! I started doing makeup as a hobby just over three years ago.

WHAT'S YOUR FAVORITE MAKEUP-LOOK YOU'VE CREATED?

Oh, this is hard… But I did a “Holiday Look” on Matilda Djerf in November last year with glowy skin, sparkly eyelids and a glossy berry lip. I’m obsessed with that look!

 

WHAT'S YOUR BEAUTY MOTTO IN LIFE?     

WHAT'S YOUR FAVORITE SWEED PRODUCT?

No Lash-Lash 1000%!!!!!! They are ALWAYS in my kit. I’m obsessed with those lashes since I love natural looks, nothing compares to them.

 

 Get Jessica's favorite Sweed product here!

HOW LONG DOES IT TAKE FOR YOU TO DO MATILDA'S MAKEUP?

If we were quiet, it would probably take about 30 minutes, but we like to talk a lot and not stress so I would say around 45-60 minutes.

  

WHAT'S YOUR BEST BEAUTY HACK/TRICK?

This might be a boring answer, but I love a lighter coverage on the whole face. I almost never use foundation nowadays unless I have to. I usually go for a light coverage base and then use a more coverage concealer where it’s needed. This makes the base look a lot fresher!

IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE AND WHY?

A brownish/pink nude lipliner, like"Cindy"! Nothing beats a perfect nude lip combo ✨

 

If Jessica was a beauty product she would be "Cindy"

 

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Paris, you were a dream 🥐✨ Our first time bringing Sweed to France and what a beautiful welcome at Hôtel de Crillon. Thank you to everyone who joined us! Charly Salvator, Gabriella and Anne-Charlotte Pontabry @kozhuhovska Marie Berenice Fatou N'Diaye and Carrole Sagba Alexandra Herragne, Chynara Kojoeva, Kelly McClain and Gabriella Aliénor, Lorélen Coriton and Juliette Dahirel Myriam Sr Gabriella and Victoria Poniatowski @kikiuhere Marielle Loubet, Louise Garnier, Leslie Dumeix and Clotilde Makeup Artist

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Something feels…different. Not our thinning hair or perma-bloat (but we’ll get to those). We’re talking about the cultural shift around menopause in the last year. From Oprah and a group of leading health experts educating the nation on primetime TV last March to the FDA removing misleading warnings on prescription hormone therapy in November, real changes happened, and more are on the horizon. As awareness has increased, there’s also been a groundswell of new formulas and technology from consumer and prescription brands to support you through the critical perimenopausal and postmenopausal years. These 39 winners come from women’s health pros and advocates—and we’ve vetted them just for you. "Just like the hair on your head, your lashes can feel the effects of hormonal shifts, becoming finer, weaker, and more prone to shedding. Not to fret: This clean serum has nourishing and strengthening ingredients like peptides, biotin, keratin, and pumpkin seed oil. “It takes just seconds to swipe it on at night, and it’s become one of those small rituals that makes me feel like I’m really caring for my lashes.” -Rae Ann Herman Read full article here. Shop Eyelash Growth Serum here

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  Turtles have always held a special place in my heart and have been part of my family’s story for generations. As the founder of a vegan and clean beauty brand, it felt natural - and deeply important - to give back to animals and help preserve nature. I began 2026 by fulfilling one of my greatest dreams: rebuilding a sea turtle sanctuary in Costa Careyes, Mexico. This deeply personal project reflects Sweed Beauty’s commitment to animal welfare, ocean preservation, and environmental responsibility. The conservation center is founded by the Brignone family in 1983, which for over four decades has worked to protect sea turtles and preserve coastal ecosystems. We are incredibly proud to see the Sweed Blue Turtle House standing on the beach - a symbol of hope and long-term commitment. Here are some highlights from the trip: TURTLE RELEASE We had the opportunity to learn about the many challenges baby turtles face, guided by Caitlin, the marine biologist at the Careyes Foundation, who shared the important work being done to protect them. We’re also incredibly proud to see the Sweed Turtle House finally standing on the beach — a meaningful step in our long-term commitment to animal welfare, ocean preservation, and environmental responsibility.   MAKEUP CLASS WITH A VIEW With the beautiful view of the ocean, I held a makeup class focused on the Scandi makeup look. Where I shared my personal techniques, the stories behind each product, and the carefully chosen ingredients that define Sweed.   BOAT + PICNIC We took a boat out to a secluded beach for a picnic. The calm ocean, warm breeze, and sound of gentle waves created the kind of setting that invites you to slow down.   SOUND HEALING On the last day, we headed to La Copa del Sol for a sound healing session guided by Niki Trosky. A calm, grounding experience that allowed us to reflect, and fully take in all the beautiful moments we had together.   HORSEBACK RIDING + MARGARITA & GUACAMOLE CLASS We ended the trip with horseback riding along the beach at sunset, followed by a margarita and guacamole class.  

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