SWEED JOURNAL

Sweed spotted: Djerf Avenue x Sofia Richie Grainge

We are proud to be the official partner for our Sweed friend Matilda Djerf’s party in Beverly Hills for the launch of Djerf Avenue x Sofia Richie Grainge collab.  Among the group of guests were Amanda Steele, Tezza Barton, Jordan Santos, Kennedy Crichlow, Anastazia Dupee, Cass Dimicco, Dianna Cohen, Natalie Downey, Sabrina Quesada and many more. The party was an absolute dream and we loved to gift the guests all our favorite Sweed products. To be continued… The stars of the night - Matilda Djerf & Sofia Richie Grainge.  The location was an absolute dream! Matilda Djerf and Gabriella Elio. The dreamy gift room full of Sweed products & Djerf Avenue x Sofia Richie Grainge. Matilda’s fave Miracle Powder for everyone.

Just Spotted: Sweed in Los Angeles

It’s official! Sweed are finally coming to the U.S and I couldn’t be happier. It’s been months with lots of travels and meetings and I can’t wait for all of our American Sweed friends to be able to see and feel our products in real life! My highlight was definitely to host a lunch for my L.A. based makeup artist colleagues at the beautiful Hotel Bel-Air. It's really amazing to meet everyone in person! Among the group of guests were Jose Corella, Diane Buzzetta, Johanna Smeds, Megan Lombardi, Vlada Haggerty, Emma Willis, Monika Blunder, Kendal Fedail, Nova Kaplan, Lina Mourey and Elizabeth Seropian.      Johanna Smeds and Diane Buzzetta trying out our new Air Blush Cream. Megan Lombardi and Vlada Haggerty.   Our favorite Miracle Powder.   Kendal Fedail and Nova Kaplan. Emma Willis and Monika Blunder. Sweed loves sweets. Monika Blunder, Gabriella Elio and Jose Corella. Lina Mourey and Elizabeth Seropian. Diane Buzzetta and Gabriella Elio. A table full of Sweed goodies. Elizabeth Seropian and Gabriella Elio.    

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"  

I saw everyone wearing brown mascara, so now i'm wearing brown mascara

"There's nothing more impactful than a pitch-black mascara, but brown mascara is gaining a legion of fans for being a more flattering everyday staple" Fiona Embleton says as she recommends our "Lash Lift Mascara" in her article for Vogue Scandinavia. The brown mascaras have always been the ones left on the counters after all the black mascaras were being sold. Starting with the trend of "clean girl makeup" that started a few years back it came quite naturally that the soft brown mascara look would take over and become your best friend when you're looking for a more cool and soft appearance. The Sweed "Lash Lift Mascara'' coats the lashes in the perfect dark brown shade and together with the groundbreaking brush, pushes your lashes up giving to give you "a lash lift in a bottle effect" that lasts all day long. Hailey Bieber, one of the biggest trendsetters at the moment was recently spotted in a full chocolate moment paired with her signature glowy skin, fluffy brows and a rosy cheek. Hailey's makeup-artist Leah Darcy confirmed that the it-girl was in fact rocking the brown mascara, giving the look a natural but defined finish. Another long-time fan of brown mascara is Kylie Jenner who explained in a "get ready with me" video that she has been using it on her lower lashes to achieve a less intense look to the usual black mascara. Kylie's sister Kim, states that the trick is "genius" and we can't agree more. You can clearly see how the brown mascara trend has blown up on TikTok with thousands of videos of first impressions and which mascara you should choose. Our award-winning Sweed "Lash Lift Mascara" formulated with vitamin B5 has been talked about all over the internet lately by profiles like Lydia Millen and Sam Chapman. The groundbreaking skinny brush helps push the lashes up for an ultra lengthening, lifted look. Thanks to the soft and nourishing formula it will stay on your lashes all day without smudging or flaking.

TREND ALERT: MARGAUX BORDEAUX

The duo statement eyeliner trend we can't get enough of.So what is the trend all about? It's just not ONE wing, there are TWO.It's twice as good as a regular eyeliner! Find your color combination!Get the look with our Satin Eyeliners.

Beyond Your Imagination

I'm exited that the Cloud Mascara has made its way to Daisy Beauty finals as "Mascara of the Year" 2023. I believe it has all the features a mascara needs and it truly takes your lashes beyond your imagination.  Our Cloud Mascara gives maximum volume and limitless length in a blink. The unique wand delivers a beautiful volumizing effect and precisely separates each and every lash from root to tip for a dramatic fan-like effect. Best of all. It stays in place all day without smudging or flaking.  I just want to say THANK YOU all for your continuous love and trust. Love, Founder @raminabeauty in Cloud Mascara @milena.karl in Cloud Mascara @kissient in Cloud Mascara @leylajaffarova in Cloud Mascara

Doctors Approved Eyelash Growth Serum

I did makeup on one of my clients last summer and she told me how she loves our Eyelash Growth Serum and that she recommends it to all her patients. It made me very curious, so I asked her: - What do you mean with patients? And she replied: - I'm working as an eye doctor and your serum is the only serum I find safe to use. She then continued explaining how often she had patients coming in with different problems with their eyes due to use of unsafe eyelash serums that has caused different reactions thanks to the hormones inside the formula.       With that said. Make a safe choice and use our Sweed Eyelash Growth Serum. In 28 days your lashes will appear fuller and longer with a beautiful curl. You can also use it as a booster for your brows.  Best of all - the clean, carefully chosen ingredients are vegan and free from prostaglandins (hormones). Xx, Founder

Thank You for Saving 3 Million Baby Turtles

We just want to say thank you to each and every one of you for contributing to this by using our mascaras. You are making a difference, and we are beyond proud to be partners with this beautiful organisation. 2022 has been Billion Baby Turtles best year for saving baby turtles since they launched the program nearly 10 years ago. They made their final grants of the year and have supported more than 50 nesting beaches in 21 countries, protecting more than 3 million hatchlings.

New Year New Me

Sweed is going through a big change and as you might have noticed - last year we changed the name from Sweed Lashes to Sweed. I've been gathering all my experience and knowledge from the past 21 years as a makeup artist and put them into outstanding products that are launching during 2023. "Professional Performance are the lead words in every little detail and aspect of each product." When I create products, I always think about makeup artists around the world and want them to love our new products. As a professional you know all about quality and performance.  I've been into this clean girl look my whole life and will bring it in to life with these new groundbreaking products. Sweed will remain clean, natural, vegan and continue to support animals through different initiatives.  Happy 2023 my dearest Sweed friends and thank you sincerely for your immensely support. Love and light,

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!