BEAUTY INSIDERS

What does the name "Sweed" mean? Sweed is a playful combination of Sweden and sweet in one word. Our founder Gabriella wanted to honor her country Sweden and the iconic blue box reminded her of sweets and macarons. Gabriella always loved the calming and happy blue color of Riva boats and the mediterranean sea.  It took her 2-3 years to find someone who could create the iconic round Sweed box since it was a new invention and didn’t exist on the market at that time.  Gabriella was obsessed with the idea that the box had to be round. All the other brands...

Beauty insiders is the format where we meet some of the world´s most celebrated makeup artists who´s frequently seen using Sweed. We are used to admire their work from distance. Beauty insiders will take you on an exclusive interview where we chat about favorite products, beauty mottos to how to stay sane during these days. This week we had a chat with Melissa Hernandez, the girl behind the most celebrated beauty looks on Sydney Sweeney, Lana Condor, Dove Cameron to name a few. Welcome to the lashie world of Sweed and happy reading!  Melissa and her clients are obsessed with the lashes...

Beauty insiders is the format where we meet some of the world´s most celebrated makeup artists who´s frequently seen using Sweed. We are used to admire their work from distance. Beauty insiders will take you on an exclusive interview where we chat about favorite products, beauty mottos to how to stay sane during these days. This week we had a chat with the multi-talented Kelly Dawn, whose work ranges from painting supermodels, to bridal looks and work as a creative consultant for some of the world’s most prestigious makeup brands. Kelly has worked with names such as Kate Moss and Dianne Von Furstenberg - to brands...

Beauty insiders is the format where we meet some of the world's most celebrated makeup artists who's frequently seen using Sweed. We've had a chat with Kristine Studden, the woman behind Chrissy Teigen, Bella Hadid and Hailee Steinfeld's makeup to name a few.