GET THE LOOK
Miracle Powder
Air Blush Cream
Satin Kohl Eye Pencil
Le Lipstick
Lip Liner
GET THE LOOK
Discover Gabriellas 5 min office makeup look with some of our most beloved products for a full face-look.
All Products
COMPLEXION
Miracle Powder
Air Blush Cream
EYES
Satin Kohl Eye Pencil
LIPS
Le Lipstick
Lip Liner
All Products
COMPLEXION
Miracle Powder
Air Blush Cream
EYES
Satin Kohl Eye Pencil
LIPS
Le Lipstick
Lip Liner
New in
Not sure what shade to pick?
Go makeup-free! Show us your bare skin and let our experts help you find the best shade for your skin tone.
Community Love
★★★★★''I WILL NEVER USE ANOTHER MASCARA''
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Katarina G.
★★★★★''I NEVER THOUGHT A POWDER COULD LOOK SO GOOD, IT GIVES SUCH A GLOW! I'M 57 AND MY SKIN LOOKS RADIANT AND IT BLURS MY FINE LINES.''
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VinneCarla A.
★★★★★''THE GROWTH I'VE SEEN IN MY LASHES IS CRAZY!''
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Kimberly E.
★★★★★''IF ANYONE IS READING THIS AND GETTING MARRIED AND YOU WANT TO LOOK PERFECT YET GLOWY ON YOUR WEDDING DAY, THE BEST FOUNDATION -HANDS DOWN!''
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Liridona H.
Award winning
GIFT SETS
Spoil someone you love with longer lashes. Our bestselling mascaras and serum comes in a beautiful full-size gift set, that makes gifting more fun.
Interview: pati dubroff
Meet the makeup legend and Sweed friend Pati Dubroff! We chatted to her about her best beauty tips and her favorite spots in Los Angeles.
Sweed journal
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Oprah Daily: The Menopause O-wards 2026
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
SWEED TURTLE HOUSE 🐢🩵
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.
Interview: Andrea Soriga
Meet our Sweed friend, Andrea Soriga! A Milan-based celebrity hairstylist and beauty icon, Andrea shares his expertise and creative vision with a growing community of hair lovers worldwide through Instagram. We had the honor of celebrating The Hair Serum launch in Milano with Andrea, hosted by our friends at Sant Ambroeus Milano, and took a moment to catch up with him while he shared his beauty secrets. Shop Andrea's favorites Sweed products here. WHEN DID YOU STARTED AS A HAIRSTYLIST? I started working as a hairstylist ten years ago in my hometown, Cagliari. I’m from Sardinia. MOST SPECIAL MOMENT OF YOUR CAREER? The moments I remember most from my career are definitely the Sanremo Music Festivals, which I hold very close to my heart, and the MET Galas, which were truly special experiences. FAVORITE SWEED PRODUCT? My favorite product before this new launch used to be the Eyelash Serum, but it has definitely been surpassed by the new Hair Serum. FAVORITE LOOK TO DO? Among my favorite looks is a sleek bun or a ponytail. I love creating super neat, tightly pulled-back buns because I think they make the face look more angelic, clean, and lifted. I also really enjoy doing big blowouts. BIGGEST HAIR TREND AT THE MOMENT? One of the current trends I absolutely love is, without a doubt, light, natural movement, soft waves. To make the look more special, I like adding a styling product that gives it a slightly wet finish. I also really love the bob, a shorter haircut. ANY ADVICE FOR ASPIRING HAIRSTYLISTS? The advice I would give to anyone who wants to start this profession is to do it with passion and perseverance, to study hard, to stay dedicated, and never feel completely satisfied, because you should always keep chasing improvement and success. Nothing comes without at least a bit of effort. Shop Andrea's favorites Sweed products here.
