About the founder
“Since I'm the definition of a beauty nerd, I must say it's a joyful time to live and experience all new young brands innovating the market and sharpening the quality. My goal has always been to offer the best false lashes in the world - and nowadays I can proudly say we have extended our collection with some additional supreme eye products. The Lash Lift mascara has already taken the world by storm and the Lash Growth Serum takes your lashes from zero to hero in a blink. Sweed is every top makeup artists secret weapon to use when creating a glamorous gala look for red carpet events. These artists have used many brands, but still choose Sweed for every important occasion. For me, this is the best approval a product can get, when you see that a professional makeup artist choose Sweed for our supreme quality.”
WHAT WAS YOUR FIRST MAKEUP MEMORY AND WHEN DID YOU DISCOVER YOUR PASSION FOR MAKEUP?
I was always curious about makeup and I remember how I used my mom’s makeup on my dolls as a kid. I clearly remember one specific incident, when I was 3-4 years and sneaked into my parent’s bedroom and poured all her makeup on their bed and started to do the makeup on my doll. It was more makeup on the bed than on the doll and my mum’s makeup were all ruined and the whole bed was a mess. Still though I remember my moms face, she was smiling and asked me what I was doing? It’s such a treasured memory.
I discovered I had a talent with makeup was when I was 15 and did an internship at a popular makeup store and they asked me to stay working there. I felt like this was my calling and I stayed at the store working and learning everything I could about makeup. I remember how I found such a pleasure in making people the best version of themselves and seeing their happy faces after I was done. After a few years of working my schedule was booked 2 years in advance.
YOU GREW UP IN SWEDEN AND LIVED IN LONDON AND LA. HOW HAS THAT INFLUENCED YOU?
In Sweden less is more and we have a thing for clean design and good quality. This is something I use in my makeups and I’m obsessed with creating a second skin feeling when I apply a base on someone. And to complete the look I needed long natural looking false lashes. Sweden is also a place where everyone is extremely conscious about the environment and sustainability. It’s also interesting to live in different climates and love the contrasts of LA with all the sun, beach and palm trees, London with it’s rainy weather, all the fancy restaurants and pubs and Stockholm my hometown that sometimes feels like a small cute village. One thing they have in common, people still wants long, healthy and shiny black lashes, no matter where in the world you are.
WHAT INSPIRED YOU TO START SWEED? AND WHY LASHES?
During the early years of my career when I did makeup I always had an uncertain moment when applying false lashes. The quality was very uneven and soon I realized why some lashes were easier to apply than others, the secret was the band of the lash. So I decided to create my own collection of lashes with my own flexible cotton band – and all of them would be easy to apply and light as feathers to wear.
WHAT DOES SWEED MEAN? AND WHAT IS THE STORY BEHIND THE DESIGN OF THE PACKAGING?
Sweed came to me as it’s a playful combination of Sweden and sweet in one word. I wanted to honor my country and the sweet pastell box reminds me of sweets and macarons. I always loved the calming and happy blue color of Riva boats and the mediterranean sea. The idea of having a round box reminded me of a glamorous retro powder dose and sweet macaroons. It took me 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. I was really obsessed with 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 me to stand out and do my own thing.
Sweed is about sustainability and our lashes can be reused up to 10 times. You can restore them in our recyclable Sweed box in between the applications.
WHAT WILL YOU BE DOING IN 5 YEARS?
I’m studying at the moment and would love to work with beauty, medicine and science. My goal is to work with stem cells and recreation of burned- or scarred skin after an accident or surgery. I would like to help clients and make an improved difference of their skin and go one level deeper and use the actual skin as a canvas and not only the surface. The thought of how much I can help someone with my experience and eye for beauty gives me happy chills! I find such a pleasure in helping someone to feel a bit happier with themselves and more comfortable in their own skin.