Sweed Beauty

Sweed Beauty sells vegan and clean makeup and lash care products, including mascaras, an Eyelash Growth Serum free from prostaglandin analogues, a Glass Skin Foundation, eye pencils, lip and lash kits and a hair serum. The brand describes its products as offering professional makeup performance.

Its customers are makeup users and beauty consumers. The website offers country-specific storefronts (including Sweden, Germany, Czechia, Slovakia and Poland) and lists a group of exclusive retailers. The brand also states that for every mascara sold it funds the rescue of one sea turtle through Billion Baby Turtles.

The brand was founded by makeup artist Gabriella Elio, who cites over two decades of professional makeup experience. The company is registered in Sweden; the website does not state a founding year or headquarters city. The site lists seven open roles, including Chief Operating Officer, Digital Growth Manager, Art Director, Supply Chain and Logistics Coordinator, and social media and influencer marketing internships.

Product: Vegan makeup range: mascaras, Eyelash Growth Serum, Glass Skin Foundation, eye pencils, lip and lash kits, and a Hair Serum.