When makeup artist Gabriella Elio founded Sweed in 2015, her vision was to redefine modern beauty – one rooted in Scandinavian simplicity and defined by clean, high-impact essentials that elevate beauty routines.
Proudly vegan and cruelty-free, the brand offers a curated selection of lash, brow, and makeup products designed to celebrate individuality and empower self-expression through subtle, natural-looking results.
The brand initially launched with false lashes and quickly disrupted the category with its breakthrough product, The No Lash-Lash, earning a devoted following among makeup artists and celebrities alike. This cult success laid the foundation for its evolution into a full makeup line.
Speaking about the inspiration behind the brand, Elio tells TheIndustry.beauty: “The way Scandinavian women live is an important aspect of Sweed. We are very minimalistic and truly believe that less is more. We love to use products in a multi-purpose way – for example, I use bronzer as a bronzer, for contouring, and even as eyeshadow. I also use highlighter as eyeshadow, as well as on the face wherever I need it. We really embrace versatility and aim to keep our makeup bags small, avoiding the overload of unnecessary products.”
This approach, combined with Sweed’s high-performance formulas, has allowed the brand to grow organically through word of mouth and community-driven events, without relying on celebrity endorsements or paid collaborations. “Our focus on natural ingredients and customer satisfaction has helped us build a loyal customer base,” she adds.
“As a makeup artist, you expect a certain level of quality and performance from your products. I’m always thinking, Would a young makeup artist use this for a red carpet look? That’s what we’re aiming for – that level of quality. Of course, packaging is important, but what’s inside needs to perform flawlessly.”
Quality and performance are paramount above all else and Elio says there is no cutting corners – only a commitment to keeping prices as accessible as possible within its premium positioning.
“Our formulas are expensive, so we need to maintain a certain price level. That said, when it comes to quality or performance, I would never choose a cheaper option just to save money. I’d rather go all in on the formula and make less, because performance always comes first,” she reveals.
“At the same time, I don’t want Sweed to be positioned as a brand that’s only about luxury. Of course, the pricing still has to make sense – we always choose the best factories, and I travel all over the world to find them – but I want it to remain accessible.”
For example, the brand’s Miracle Powder is made in Korea and its brushes are handmade in Italy. “No one in Europe or the US could achieve the level of quality we were looking for, which naturally adds to the cost,” Elio admits.
“When I tried to explain that I wanted to create this powder, they would offer a glitter powder, or something cakey with visible glitter flakes – and I knew immediately that it wasn’t right. I was very firm that it needed to be clean. It also contains vitamin C, which I believe makes it one of the cleanest formulas on the market.”
Other hero products include a Cloud Mascara, Glass Skin Foundation, Satin Eyeliner, Lip Liner, and Eyelash Growth Serum – the latter garnering so much attention that it inspired Sweed to enter an entirely new category with the launch of its Hair Serum.
Using the same clean formula as its bestselling Eyelash Serum, The Hair Serum is designed to revitalise the appearance of fuller, thicker hair and beards, with a blend of active ingredients including biotin, peptides 16 and 17, keratin, hyaluronic acid, and pumpkin seed oil.
“I was very hesitant to enter a new category, but then I thought, let’s do it! It sold out four or five times in June alone. It’s insane,” Elio says.
As for expanding into other categories, she reveals her interest in skincare. “I really want to get it right and do it properly. I don’t want to create skincare products just for the sake of having them. I’m such a nerd when it comes to ingredients, and I have a lot of respect for doctors, dermatologists, and the science behind it.”
Dipping her toes in this category, Elio recently introduced the Peptide Ice Hydra Gel Patches – an eye treatment formulated to hydrate and refresh the entire eye area, targeting signs of tiredness. The launch reflects Sweed’s considered approach to expansion, rooted in its Scandinavian sensibility.
Grounded in Scandinavian minimalism, the brand has naturally gained strong traction in its home market. “We are performing really well in our home market,” she acknowledges, while noting that the brand is even bigger in the US, Italy, and Germany. “But that’s also because Sweden is such a small country.”
As for the UK, she says the brand is performing really well both in stores and online. “I’ve been in the UK market with our false lashes for a long time, but over the past year, I’d say the brand has become much more visible – especially with our launch in Marks & Spencer. We are also at Space NK, but only with a smaller assortment. M&S has made the brand accessible and regional, which is very exciting,” Elio reveals.
Marks & Spencer fits the brand’s audience and reach. “We’re speaking to all generations, but a lot of more mature women love the products. When I create something, I always consider if it will look good on them – like our Glass Skin Foundation, which is very elastic and flexible – but younger people love it too.
“I believe makeup is for everyone, and I don’t like to complicate things. Everyone should have access to a clean makeup routine. Marks & Spencer is now appealing to a younger audience, especially millennials, while also bringing in more beauty brands. I love that everyone goes there – if you can buy your food and clothes, why not your makeup too?”
And the retail partnership is helping UK consumers discover the brand, contributing to the word-of-mouth success that Elio credits with much of Sweed’s overall growth.
Another factor Elio credits for driving growth is her forward-looking approach and her unwavering commitment to her vision. “I don’t look at what other brands are doing. I just focus on what I want and what our customers want. I always try to think outside the box. I think it helps to ignore what others are doing, stay focused, and consider what you would want to see in the market,” she admits.
Looking ahead, Elio remains committed to expanding Sweed’s product line. “While our assortment is growing, it’s not yet complete, and we’re excited about introducing many more products in the future,” she concludes.
