Loved by makeup artists around the world. Sweed is known for its vegan and clean products with professional performance. Sweed is a pioneer in the eye category with popular and award-winning Mascaras and Eyelash Growth Serum that is free from prostaglandin analogues. Sweed's Serum has gained viral attention along with their bestselling mascaras and Miracle Powder.

With over two decades of experience as a professional makeup artist, the founder Gabriella Elio wanted to create innovative products she felt were missing on the market in order to achieve her signature and timeless "no makeup-makeup" look. The collection is now extended with new makeup staples. Gabriella's motto is "look like yourself after a 2 week's vacation – glowing skin, lush lashes and full of life.''