COMMUNITY FAVORITES

AWARD WINNING
#size_3-ml
#size_3-ml
Eyelash Growth Serum
AWARD WINNING
#color_01-light-c
#color_01-light-c
Glass Skin Foundation
01 LIGHT C
AWARD WINNING
#color_black
#color_dark-brown
Cloud Mascara
BLACK
BESTSELLER
#color_bright
#color_bright
Satin Kohl Eye Pencil
BRIGHT
NEED HELP FINDING YOUR SHADE?

Our team of makeup artists are ready to help you find your right shade.

GET SHADE MATCHED
AWARD WINNERS

Discover our vegan and clean award-winning products with professional performance.

SHOP NOW
BILLION BABY TURTLES

For every mascara sold we are rescuing one sea turtle together with Billion Baby Turtles.

READ MORE
Interview: Roberta Anzaldi

Interview: Roberta Anzaldi

Meet Roberta Anzaldi — a Milan-based celebrity makeup artist known for her effortless Italian aesthetic with clients such as Carla Bruni and Eiza Gonzalez. Shop Roberta's favorites here. WHAT'S THE MOST COMMON BEAUTY MISTAKE WOMEN 40+ MAKE? When you put a lot of products, a lot of makeup on your skin. Too much and I don't like. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? If I were a beauty product, I would definitely be a mascara! TOP 3 SWEED FAVORITES? AND WHY?   FAVORITE LOOK YOU HAVE EVER CREATED? AND ON WHO? I have a lot of glam looks that I did on Jada Pinkett Smith many years ago. When I met her, she told me, “Please, Roberta, let’s do makeup — but flawless, with glass skin” and I did that for her. But when I started doing her makeup, my shoulders and legs started shaking. WHAT’S YOUR BEAUTY MOTTO? My beauty motto is less is more. WHAT MAKES THE MIRACLE POWDER SO SPECIAL? FAV LIP COMBOS?

Read more
My Brother's Hair Growth Journey

My Brother's Hair Growth Journey

“My brother has been using The Hair Serum in his routine. As you may know, Sweed became known for its Eyelash Growth Serum.  The Hair Serum builds on the same idea—it’s designed for thinning areas along the hairline or even the beard, helping to gradually create the appearance of fuller, denser hair. Here are my brothers incredible results." @ilaessemua  

Read more
Ciao from Milan 💄

Ciao from Milan 💄

Co-hosted a masterclass with the iconic Roberta Anzaldi! And here are some incredible moments, thank you to everyone that joined 🩵 Valentina Ferragni and Gabriella Gabbriella and Roberta Anzaldi Francesca Goglino, Giovanna Goglino Galdames and Veronica Fedolfi Ilaria S. and Gabbriella Isa & Marilli Barbara Snellenburg and Gabriella Luciana Caramia Giovanna Goglino Galdames and Gabriella Sistiana Angelica Lombardi Federica Cutaia Giulietta Cavaglià Valentina Ferragni and Magda Pintus Gabriella and Isa Ciao 💋🩵

Read more