Sweed
Premium“Scandinavian beauty, performance-led.”
By Viktoria @vioda.makeup · Published · Updated
Sweed is a premium makeup brand from Sweden, founded in 2015 by Gabriella Elio. It's best known for its Cloud Mascara, Eyelash Growth Serum and Glass Skin Foundation.
Sweed is a premium Scandinavian beauty brand founded in 2015 by global makeup artist Gabriella Elio. Born from her travels working backstage at major fashion shows, the brand was created to bring clean, high-performance makeup with a distinct Nordic minimalism — products that prioritize skin-first finishes, vegan formulas, and elevated everyday wear.
Sweed has built a cult following thanks to viral hero products like the Cloud Mascara and Eyelash Growth Serum, which made it a TikTok favorite long before US retail expansion. Now stocked at Nordstrom and growing rapidly in the US market, the brand sits between Tower 28 and Westman Atelier — clean, expensive-feeling, and built around a tight edit of lashes, eyes, and complexion essentials.
Popular Products
What Sweed is bought for. The ones we've found dupes for link through to the comparison.
- Cloud Mascara
- Eyelash Growth Serum
- Glass Skin Foundation
- Lash Lift Mascara
- Satin Lip
Known For
Brand Philosophy
Skincare-led makeup with Scandinavian restraint — fewer products, better performance, clean ingredients designed to enhance the skin rather than mask it.
FAQ
Sweed Official Channels
Where to buy, and how to reach Sweed customer service directly.
- Website
- sweedbeauty.com
- Customer service
- [email protected]
- Contact form
- Open form
- Headquarters
- Stockholm, Sweden
- Sold at
- Sephora USCult BeautyBrand.com