SWEED JOURNAL
Interview: Naïma Bremer
Meet our Sweed friend, Naïma Bremer — a celebrity makeup artist known for her radiant, glowing looks. Working across runways, Fashion Weeks, and celebrities around the world. We had the opportunity to host a masterclass with her in Amsterdam, where she shared her biggest beauty secrets and best tips. Shop Naïma's favorites here. WHAT'S YOUR BEAUTY MOTTO? My beauty motto is just be your most confident self! IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? If I were a beauty product, I would definitely be like a glowy highlighter. I love glowy highlighters. TOP 3 SWEED FAVORITES? AND WHY? BEST BEAUTY HACK? I think my best beauty hack is applying a glowy powder around the perimeter of the face, it’s truly game-changing. FAVORITE LOOK YOU HAVE EVER CREATED? AND ON WHO? Oh my God, I cannot choose one look. I think I always love just creating really beautiful technical makeup and just to make someone feel powerful. I feel like I did a look with Jasmine Tooks once for Cannes Film Festival, which I love. That makeup look is like one of my tops, but I can't choose one. WHAT MAKES THE MIRACLE POWDER SO SPECIAL? TOP 3 SPOTS IN AMSTERDAM? I'm like a beauty junkie, so for sure Douglas. You can buy Sweed there, by the way! I love Bijenkorf as well. Another place where I love to buy beauty, and I love Van Stapele Koekmakerij is like the best cookies in the world. If you're in Amsterdam, you have to get them and get a big box. Amazing! TEAM BLACK OR BROWN MASCARA? I myself am team black mascara. But I do love brown mascara when I am working on really fair skin and want to create something natural. WHAT'S THE MOST COMMON BEAUTY MISTAKE WOMEN 40+ MAKE? I think the most common mistake that I always see is that people don't hydrate the skin enough and maybe overusing powder, I would say. HOW LONG HAVE YOU WORKED AS A MAKEUP ARTIST? I started makeup probably at like 14 years old. Like, no kidding, I had a full makeup kit and everything. So I've been doing it for over 2 decades already. HOW DID IT ALL START? I think my love for beauty started literally just watching my mom do her skincare, put on her lipstick every single day, taking care of herself.
Sweed in Amsterdam 🌷
Amsterdam, you were a dream 🌷✨ Highlights from our masterclass with Naïma Bremer, makeup artist known for her glowing looks on runways, Fashion Weeks, and celebrities. Thank you to everyone who joined! Izabella and Debbie Zwiers Naïma Bremer Mardy & Esme Bouma Lauren Lewis Ashlee Janelle Wadie Kelly Johanna Camfferman Kimberley Silvia and Mary-Anne Joséphine Anouk Smulders Tjindjara and Noa Nowi Shelly Sterk Quinty Trustfull, Janine Kho and Dyantha de Vlieger Brooks Angela Onuoha and Wayta Monzón Thea Tijssen and Eveline Stallaart Maureen Powel
Dublin & Liverpool ✨
We had the greatest time in Dublin and Liverpool ✨ Thank you for everybody that joined! Maureen Moores and @stephstyleguide Siobhan Perry Izabella and Asta Jurksaite Aisling Chan and Katie Jackson Lisa Ahmapsie Lorna Spaine Shauna Lindsay and Sian Walton Ruth Bergin Katie Jackson, Zara Paolozzi and Aisling Chan Ashley Kehoe
Interview: Vincent Ford
Meet our Sweed friend, Vincent Ford. London-based makeup artist known for his thoughtful approach to makeup for mature skin, sharing techniques that enhance natural glow and confidence at every age. Shop Vincent's favorites Sweed products here. WHAT'S YOUR BEAUTY MOTTO? My beauty motto is “balance tells a story”. So it’s all about creating balance on the face to create a full makeup that tells a story about what feature you want to show and what feature you want to fix. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? I would be a 3-in-1 multi-use universally flattering product that you can do a whole makeup with! TOP 3 SWEED PRODUCTS? WHAT MAKES THE MIRACLE POWDER SO SPECIAL? WHAT'S YOUR BEST BEAUTY HACK? My best beauty hack is: apply your foundation or concealer, then smile and see where it creases. Remove the excess with a cotton bud and gently press the product in with your fingers. This helps it stay smooth and last all day. WHAT IS YOUR FAVORITE LOOK YOU HAVE EVER CREATED? AND ON WHO? My favorite look is actually my mother. She passed away a few years ago, but I have such fond memories from when I was in makeup school. She was my model while I was learning. Every time I did her makeup, it made me so happy to see her look at herself and experience what it felt like to have her makeup professionally done. HOW LONG HAVE YOU BEEN WORKING AS A MAKEUP ARTIST? AND HOW DID IT START? I’ve been doing makeup for over 20 years. It started when I was at university, when a theater class I was taking needed a makeup artist. I was the only one who volunteered. I didn’t do a great job, but it made me realize this was something I really wanted to focus on. I later went to makeup school, learned the skills I have today, and the rest is history. WHAT'S THE MOST COMMON BEAUTY MISTAKE WOMEN 40+ MAKE? I think the biggest mistake they make is doing makeup like they’re still 20. As you get older, you have to adapt your makeup skills, the colors, the products you’re using for the skin that you’re in currently. ARE YOU TEAM BROWN OR BLACK MASCARA? I’m actually team both! I love using a brown mascara on the bottom because I think it really brightens the under eye. And a black mascara on the top for a little more drama. FAVORITE SPOTS IN LONDON? My favorite spots for inspiration are the Tate Modern, which is so inspiring, and Kew Gardens. Especially around Christmas time when all the lights and colors make it so beautiful. It really inspires the makeup looks I create.
Sweed in Paris 🇫🇷🩵
Paris, you were a dream 🥐✨ Our first time bringing Sweed to France and what a beautiful welcome at Hôtel de Crillon. Thank you to everyone who joined us! Charly Salvator, Gabriella and Anne-Charlotte Pontabry @kozhuhovska Marie Berenice Fatou N'Diaye and Carrole Sagba Alexandra Herragne, Chynara Kojoeva, Kelly McClain and Gabriella Aliénor, Lorélen Coriton and Juliette Dahirel Myriam Sr Gabriella and Victoria Poniatowski @kikiuhere Marielle Loubet, Louise Garnier, Leslie Dumeix and Clotilde Makeup Artist
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.
interview: Tobi Henney
Meet our Sweed friend, Tobi Henney! A celebrity makeup artist behind memorable looks for icons like Barbara Palvin, Diane Von Fürstenberg and many others. Her work has been seen on the red carpet and at the MET Gala. With her signature glow and modern, effortless aesthetic, she captures the essence of contemporary beauty. Shop Tobi's favorites Sweed products here. HOW LONG HAVE YOU WORKED AS A MAKEUP ARTIST? “I've been a makeup artist now for 16 years and I've worked internationally for about the last 10 years.” WHAT ARE YOUR FAVORITE SWEED PRODUCTS? AND WHY? WHERE ARE YOU BASED? “I'm currently based in the US and I work all over the world actually. I'm often flown to Europe and I was flown back to my home country of Australia last year for a job, but I honestly am open to clients booking me anywhere right now and I'm just really enjoying all the opportunities that come my way.” FAVORITE MAKEUP LOOK? "I just got back from Paris Fashion Week and one of my favourite looks that I created was on Barbara Palvin for the Balenciaga show and it was a beautiful metallic brown liner look, and I know there's a shade called Golden Beetle in the Sweed line and you can use it to recreate the look." FAVORITE BEAUTY HACK? “My favourite beauty hack is to create glass-like skin, and by doing that you really wanna create hydrated base and then you want to dust over the foundation. Just very thinly and then you can really just press the product into the skin and the skin will look supernatural and glowing and gorgeous. And I feel like when your skin looks amazing and glass-like, everything else is going to follow.“ TIPS FOR MAKEUP LOOKS ON MATURE SKIN? “So I have a lot of mature age clients, everything from 40s to 80s, and I really like to keep the blush super high on the face. And I try and create like a triangle shape, so just on the top here, across the cheekbone and then up into the temple, and what that does is it really lifts the face and it gives a more youthful appearance.” ANY ADVICES FOR ASPIRING MAKEUP ARTISTS? "If you're an aspiring makeup artist now the. Internet is the best way to get your work across to people from all different countries and different age groups. So I highly recommend collaborating with other creatives and creating beautiful content that you're really proud of and practising. Practise makes perfect, and trying to work on different skin tones, different skin types, different age groups. And I actually got the best practise from working on weddings because when you're working on weddings, you have to do all different types of skin and you're under pressure, you have to work quite fast and it can be highly stressful, and once you get those practises under under your belt, then you can really become a very skilled and experienced makeup artist." Shop Tobi's favorites Sweed products here.
Sweed In LA
We celebrated the launch of our Hair Serum with our Sweed friend Laura Polko in LA. Grateful for everyone in our beauty community who made the night so special🩵🌹 Patrick Ta and Gabriella Glen Coco, Gabriella, Zack Zumb, Vincent Pel, Patrick Ta and Laura Polko Ashley Graves Patrick Ta and Laura Polko Gabby Westbrook and Fooz Rebecca Wicklin and Klara Hellqvist Angelica Livolti and Alicia Livolti Casey Baer and Sophie Kylie Umansky Ella Priya and Jacinda Bean Alexa Davis Kayla Birm and Jess Molly Bell Fooz and Andrea Rodriguez Carly Fisher Zach Zumb, Laura Polko and Patrick Ta David Stanwell and Mai Quynh Shop The Hair Serum here.
Credo Launch
New York, we love you!🩵☕️🧁 We had the best time celebrating our Credo Beauty launch in Soho! Thank you to everyone who came by and made this experience incredible! Winta Zesu Mari Lederman Meesha Farzaneh and Hannah Donker Adrienne Teresa Gabriella and Sofia Popkova Salta Gabriella and Rafaela Sá Bethany Zesu and Winta Zesu Andrea Mancera, Gabriella and Alana Tsui Zarina Yeva Gabriella and Ocean Vanexel Shop Sweed Beauty here.
Makeup Class in NY
Hello from the Big Apple🍎Last week we hosted a Holiday Masterclass with Tobi Henney, creating the ultimate Scandi Holiday look. Thank you to everyone who joined us! ✨ Sundas Hussain and Elizabeth Fortmeyer Emily Xiong Rohma Siddiqui, Aviva Mehta and Mina Hasan Polina Isadora Megan Lanoux Isentol, Tobi Henney and Erica Taylor Annis Kamara Marc Eram and Colby Smith Erica Taylor and Gabriella Liza Lieberman and Britt Theodora Lena Ludwig and Samantha Smalling Maddie Schrader and Erin Harper Mari Arana and Lauren Wilensky Gabriella and Cassie Thorpe Maria Ortega Shop Sweed Beauty here.
¡Hola Madrid! 🇪🇸🩵
Last week it was our first time in Madrid celebrating our availability at Douglas Spain in-store and online! Truly an incredible experience! Thank you for having us and until next time! 🩵🪽 Lorena Durán Angela Alvarez, Gabriella and Ana Antic Paula Lebrón Gómez and Andrius Sánchez Ferro Alana Odette, Gabriella and Ali Bercan Raquel Bosca and Sara Guzmán Rodríguez Marta Calvin Izabella and María Vernetta Nicole Feijoo Teresa Romero Lara Bocci and Dulce Jimenez Maria Heredia, Paula Marqués and Gabriella Luz Méndez Miriam and Andrea De Lucas Alex Jiménez Shop Sweed Beauty here.
The Hair Serum in Milano 🫧
Milan you were a dream! ☁️✨ We celebrated The Hair Serum launch with our Sweed Friend Andrea Soriga at the iconic Sant Ambroeus. Thank you to everyone that came and made this experience magical! 🩵 Sophie Codegoni Eléna Hazinah Izabella and Giovanna Abate Eleonora Fincati Laura De Fabrizio Lidia Vella and Jessica Vella Sissi Guida and Carlotta Fiasella Garbarino Lidia Corja, Alessia Grambone and Dayane Mello Davide Cichello, Faick Zekai and Gabriella ..., Giorgia Casarotto and Catalina Ganea Roberta Anzaldi Shop The Hair Serum here.
Sweed in Germany 🇩🇪🩵
Had the best time in Germany! 🐶🩵✨ We celebrated the launch of The Hair Serum in Munich and Berlin, truly incredible experience. Thank you for everyone that came and made it special. Özge Ertug Chiara Paatsch Dülberg @sophieew, Leo Balys and Lara Spengler Masha Sedgwick @michelle_effpunkt Sharon Berkal, Silke Spengler and Stephanie Neubert Lea Maleen Nadine Koca Beate Finken-Christmann Nastja Lea Maleen, Sarah Rohde and Kristin K. Shop The Hair Serum here.
Unforgettable moments in Warsaw ✨
Celebrating The Hair Serum in Warsaw was one for the books! You truly showed your best side. A big thank you to everyone who joined us to celebrate and made it an unforgettable night! 🩵 Gabriella and Sylwia Rakowska Gabriella and Marta Waglewska Karolina Gliwa and Edyta Filipiak David Wieczorkowski Patrycja Dobrezeniecka Anna Maria Angela Danczak Patrycja Dobrezeniecka Magdalena Antosiewicz Emilia Fiedorowicz Marta Gaska, Gabriella and Rozena Opalinska Shop The Hair Serum here.
New In: Peptide & Ice Lift and Firm Hydra Gel Eye Patches
Say goodbye to tired eyes 👀🧊 Peptide & Ice Lift and Firm Hydra Gel Eye Patches are finally here! Made in Korea - with a potent vegan and clean formula. With an all-in-one innovation, Peptide & Ice hydra gel eye patches instantly hydrate, refresh, and revitalize the entire eye area while helping to reduce the appearance of dark circles, puffiness, and fine lines. Infused with Vitamin C, Peptides, Hyaluronic acid and Caffeine. Key ingrediens:• Caffeine - Depuffs & Energizes• Niacinamide - Brightens dark circles• Hyaluronic Acid - Hydrates & Moisturizes• Peptides - Rejuvenate & Tightens• Vitamin C - Boosts collagen production• Avocado Oil - Reduce appearance of fine lines Shop Peptide & Ice Lift and Firm Hydra Gel Eye Patches here.
Daily Mail: This is the secret all midlife women need to know
Read full article here. Shop The Hair Serum.
Summer nights in Greece 🌅
Athens gave us the dreamiest night to celebrate Sweed with friends. We gathered at Restaurant Abrovata to mark the launch of our latest drop: The Hair Serum! Surrounded by great company, a warm breeze, and views that speak for themselves, it was one of those evenings where everything felt magical! Thank you for everyone that came and made this night unforgettable! Natalia Georgala and Gabriella Christina Stavrou, Gabriella and Chrysanthi Kouroupi Gio Dreveli Gabriella and Anestis Evangelopoulos Vanessa Florou Nikos Zikos, Nefeli Georgala Chang and Natalia Georgala Elena Galifa Ypapanti Vasila Evelyn Kazantzoglou and Platonas Papagiannopoulos Penny Stamatiou Shop The Hair Serum here.
Midsummer in NY 🌸🧚
Last week, we brought a touch of Swedish Midsummer to New York, celebrating this beautiful tradition with our friends at The Detox Market and introducing one of our latest launches: The Hair Serum. It was pure joy to share a little piece of Sweden and this new chapter for Sweed with those who inspire us. Thank you to everyone who joined us 🌸🌼💐 Via Li, Gabriella and Natalie Kim Our set-up for the Flower Crowns workshop! Alana Paolucci and Georgia Ball Fátima Cuellar Noriella and Nina Lola Julia Fei Drita Vucinaj and Izabella Gabriella and Fooz Meg Levine Shop Newest Products here.
Hair Serum Launch in Stockholm 🧚
We had an amazing time launching The Hair Serum at Ångbåtsbryggan in Stockholm. It was great to connect with so many of you and share this new step for Sweed. Thanks to everyone who joined us 🩵 Rebecka Wahl and Elin Skarp Kaeli Abdi and Gabriella Daniella Johnsson & Hanna Friberg Matilda Björk and Adina Adelsson Antonia Piehl and Stella Cocozza Amanda Panahi and Gabriella Jennifer Persson and Isabella Sess Mona Lundgren & Frida Selkirk Fatima Maziad and Gabriella Linda Pira and Sareh Sophia Hoss Karolin Elio & Ramina Benjamin Shop The Hair Serum here.