Sep 11, 2024

Interview: Anine Bing

Get to know the power woman, founder and Sweed Friend Anine Bing. Since launching the fashion brand that bears her name in 2012, Anine Bing has captivated women around the world with her effortlessly chic, rock’n’roll-inspired designs that balance Scandinavian minimalism with Los Angeles edge.

Shop Anine's favorite Sweed products here.

WHAT'S YOUR TOP 3 SWEED PRODUCTS AND WHY?

The Eyelash Growth Serum is my number one without a doubt. I am obsessed. Also I'm in love with the Cloud Mascara and the Air Blush Cream in shade Lucky. But honestly, all the products are so good, it's hard to choose only three!

Shop the Eyelash Growth Serum here.

WHAT'S YOUR FAVORITE BOOK?

The Power Of Now by Eckhart Tolle. I read it for the first time 10 years ago and now again this summer. We all live such busy lives and forget to actually be present in what we do and in each and every moment, so this book is a beautiful reminder to stop and appreciate the life around us.

WHAT'S YOUR BEAUTY MOTTO?

Less is more. I love dewy, glowy skin, a pink blush and a tiny bit mascara and I'm out the door.

WHAT'S YOUR BEST BEAUTY HACK?

Best beauty hack is celery juice or lemon water in the morning. It works wonders for the skin but also my body. I also make sure to get 8-9 hours of sleep. I go to bed before 10 PM most nights.

WHAT ARE TWO THINGS YOU CAN'T LEAVE THE HOUSE WITHOUT?

I never leave the house without my Sweed blush and of course my Anine Bing sunglasses.

Shop Anine's favorite blush here.

WHAT'S YOUR HAPPY PLACE?

Home. I love being home. We live in beautiful Montecito and just love our house, the beach and nature close by and the peaceful energy I'm surrounded by here. I don't take any of it for grated and am just so grateful for the life we have built.

Beautiful Montecito, California.

HOW DO YOU RECHARGE AND GET ENERGY?

I love doing hot yoga, hiking or sometimes I recharge by just laying on the couch watching a movie and eating my favorite candy. Life is all about balance :) I also love singing and writing music. That always fills me with joy and new energy after a stressful time.

WHAT IS THIS CHAPTER IN YOUR LIFE ABOUT?

Balance. I am hoping to find more balance after 12 intense years of building a company while raising two kids, so that is my goal for the year ahead.

BEST BUSINESS ADVICE?

Stay true to yourselves and your own vision. Roll up your sleeves and get to work as success doesn't happen overnight. And most of all stay humble.

Anine Bing store in Melrose, Los Angeles.

WHAT DOES A TYPICAL TUESDAY LOOK LIKE FOR YOU?

I always start my day with breakfast with the family. Then I drop the kids off at school and my day gets busy with zoom meetings, answering emails, doing design research etc. I work from home most days but go into my office once a week where I meet with my different teams.

I spend most of my time in the design studio and everything creative. I also do weekly meetings with my executive team who update me on how the overall business is doing, where we are opening stores next and we brainstorm what's next for Anine Bing. Other days I'm on photo shoots. We recently shot Kate Moss which was a highlight for sure. I feel very grateful I get to do what I love. In the afternoons I hang with the kids, have dinner with the family and then I catch up on a bit more work when they are asleep.