Sweed
Premium“Scandinavian beauty, performance-led.”
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.
Known For
Flagship Products
- Cloud Mascara
- Eyelash Growth Serum
- Glass Skin Foundation
- Lash Lift Mascara
- Satin Lip
Brand Philosophy
Skincare-led makeup with Scandinavian restraint — fewer products, better performance, clean ingredients designed to enhance the skin rather than mask it.