About us

SWEED 

Sweed is here to upgrade your lash game. When Sweed was founded our vision was to offer the best false lashes in the world. Light as feathers and comfortable to wear. We are still here to serve you the most beautiful and natural-looking supreme quality false lashes, but nowadays we can proudly say we have extended our collection with additional innovative eye products. The Lash Lift mascara has already taken the world by storm and the Eyelash Growth Serum takes your lashes from zero to hero in a blink. Together with our community of professional makeup artists, we are leading the movement to change the way false lashes and traditional eye products are seen and used. We believe in innovation and constant development. Welcome to the lashie world of Sweed!

HOW IT ALL STARTED

Gabriella Elio was only 15 when she did an internship at a popular makeup store and they asked her to stay working there. It was love at first sight and she felt immediately that this was her calling in life. She worked hard to learn everything she could about makeup and found pleasure in making women feel like the best version of themselves. After years of hard work as a makeup artist, Gabriella felt that it was missing a complete eyelash assortment with high and consistent quality that was easy to use. After years of profound research Gabriella decided to create her own collection of lashes. Her mission was to create natural looking lashes that you could wear a regular day at the office without anyone noticing that you are wearing fake lashes.

2015 Sweed Lashes launched at Åhlens City Stockholm and had in less than two years grown to be selling in over 600 stores such as H&M, Kicks and Åhléns all over Scandinavia. Nowadays you can find Sweed at the most prestigious department stores around the world, such as Harrods, Harvey Nichols and Galerie La Fayette.

Our lashes are used by the most talented makeup artists, and you can see celebrities and royals wear Sweed frequently.

 

APPLYING LASHES HAS NEVER BEEN EASIER

Sweed Lashes has a unique elaborate band of translucent cotton that gives a better fit and makes the eyelashes easy to use for both professionals and beginners. With a weightless feeling you won´t even feel that you are wearing them. All our eyelashes are hand-crafted with the highest quality and can be used up to 10 times. A red carpet look is never complete without a luxurious pair of high-performing Sweed Lashes.

Our goal is to offer lashes for every person and occasion. We have a wide selection of black, brown and blonde lashes. Sweed offers classic strips, dramatic 3D lashes, clusters and individuals. We are animal friendly and strictly vegan.

THE STORY BEHIND THE NAME SWEED AND THE ICONIC BLUE BOX

Sweed is a playful combination of Sweden and sweet in one word. Gabriella wanted to honor her country Sweden and the iconic blue box reminds you of sweets and macarons. Gabriella always loved the calming and happy blue color of Riva boats and the mediterranean sea. The idea of having a round box came from a glamorous retro powder dose and sweet macaroons. 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. She was obsessed with the idea that the box had to be round. All the other brands had squared boxes. The Sweed quality and design is different from other lash brands and it was very important for her to stand out and go her own way.

Sweed is all about sustainability and the lashes can be reused up to 10 times. You can restore them in our recyclable Sweed box in-between the applications.

MAKEUP ARTIST BRAND

Sweed’s founder Gabriella Elio is a makeup artist – and our heartbeat and soul is all the make-up artists out there using Sweed. We know how important it is with quality and high-performance products when you work on preparing a star for a red carpet event or doing the makeup on a princess for her royal wedding. As a makeup artist you expect the best of every product and all you care about is quality and performance.

Sweed is used as a secret weapon by makeup artists when creating a glamorous red carpet looks. – We are leading the market with new innovational lash products thanks to Gabriella and her makeup artist colleagues around the world. We team up with professionals such as Nikki Wolff, Linda Hallberg and Ida Ekman to serve you with new innovative and playful lash collections with supreme quality.

TO MAKEUP ARTISTS

We know how much lashes you are using and to support you as a professional we offer you a personal discount here.

Thank you for your love and support!!