SWEED JOURNAL

Unforgettable moments in Warsaw ✨

Celebrating The Hair Serum in Warsaw was one for the books! You truly showed your best side. A big thank you to everyone who joined us to celebrate and made it an unforgettable night! 🩵 Gabriella and Sylwia Rakowska Gabriella and Marta Waglewska Karolina Gliwa and Edyta Filipiak David Wieczorkowski Patrycja Dobrezeniecka Anna Maria  Angela Danczak Patrycja Dobrezeniecka Magdalena Antosiewicz Emilia Fiedorowicz Marta Gaska, Gabriella and Rozena Opalinska Shop The Hair Serum here.

New In: Peptide & Ice Lift and Firm Hydra Gel Eye Patches

Say goodbye to tired eyes 👀🧊 Peptide & Ice Lift and Firm Hydra Gel Eye Patches are finally here! Made in Korea - with a potent vegan and clean formula. With an all-in-one innovation, Peptide & Ice hydra gel eye patches instantly hydrate, refresh, and revitalize the entire eye area while helping to reduce the appearance of dark circles, puffiness, and fine lines. Infused with Vitamin C, Peptides, Hyaluronic acid and Caffeine. Key ingrediens:• Caffeine - Depuffs & Energizes• Niacinamide - Brightens dark circles• Hyaluronic Acid - Hydrates & Moisturizes• Peptides - Rejuvenate & Tightens• Vitamin C - Boosts collagen production• Avocado Oil - Reduce appearance of fine lines Shop Peptide & Ice Lift and Firm Hydra Gel Eye Patches here.

Daily Mail: This is the secret all midlife women need to know

    Read full article here.   Shop The Hair Serum.

Summer nights in Greece 🌅

Athens gave us the dreamiest night to celebrate Sweed with friends. We gathered at Restaurant Abrovata to mark the launch of our latest drop: The Hair Serum! Surrounded by great company, a warm breeze, and views that speak for themselves, it was one of those evenings where everything felt magical! Thank you for everyone that came and made this night unforgettable! Natalia Georgala and Gabriella Christina Stavrou, Gabriella and Chrysanthi Kouroupi Gio Dreveli Gabriella and Anestis Evangelopoulos Vanessa Florou Nikos Zikos, Nefeli Georgala Chang and Natalia Georgala Elena Galifa Ypapanti Vasila Evelyn Kazantzoglou and Platonas Papagiannopoulos Penny Stamatiou   Shop The Hair Serum here.

Midsummer in NY 🌸🧚‍♀️

Last week, we brought a touch of Swedish Midsummer to New York, celebrating this beautiful tradition with our friends at The Detox Market and introducing one of our latest launches: The Hair Serum. It was pure joy to share a little piece of Sweden and this new chapter for Sweed with those who inspire us. Thank you to everyone who joined us 🌸🌼💐 Via Li, Gabriella and Natalie Kim Our set-up for the Flower Crowns workshop! Alana Paolucci and Georgia Ball Fátima Cuellar Noriella and Nina Lola Julia Fei Drita Vucinaj and Izabella Gabriella and Fooz Meg Levine     Shop Newest Products here.

Hair Serum Launch in Stockholm 🧚‍♀️

We had an amazing time launching The Hair Serum at Ångbåtsbryggan in Stockholm. It was great to connect with so many of you and share this new step for Sweed. Thanks to everyone who joined us 🩵 Rebecka Wahl and Elin Skarp Kaeli Abdi and Gabriella Daniella Johnsson & Hanna Friberg Matilda Björk and Adina Adelsson Antonia Piehl and Stella Cocozza Amanda Panahi and Gabriella Jennifer Persson and Isabella Sess Mona Lundgren & Frida Selkirk Fatima Maziad and Gabriella Linda Pira and Sareh Sophia Hoss Karolin Elio & Ramina Benjamin Shop The Hair Serum here.

Travel size of your favorites ✈️

Our bestselling Miracle Powder and Cloud Mascara are now available as minis – perfect for your handbag or to accompany you on your travels.   The Miracle Mineral Powder Foundation works like a magic filter on the skin. It gives a second skin feeling with a blur effect and natural glow. The formula is clean, free from talc and bismuth oxychloride and will let your skin breathe all day without clogging. It's rich in antioxidants, minerals and infused with vitamin C. It works on the most sensitive skin types.  Shop Miracle Powder Mini here. A clean mascara that gives maximum volume and limitless length in a blink. The unique Cloud Mascara wand delivers a beautiful volumizing effect and precisely separates each and every lash from root to tip for a dramatic fan-like effect that takes your lashes beyond your imagination. Shop the Cloud Mascara Deluxe Mini here.  

Glowing through Germany ☀️

We recently had the joy of visiting our Sweed friends in Germany! We were thrilled to introduce not just one and not just two but three exciting additions to our collection: The Bronzing Powder, The Highlighter and The Hair Serum. We started our escape in the city of Köln, where we had an incredible experience at the Hotel Excelsior.  Gabriella & Selin Karabulut Gabriella and Chariklia Angelou The cute table setting Alisa Cayenne and Lara Yuek Aylin Welkerling, Sarë Vile and Selin Karabulut  Michelle and Yuled Dana Danouchka Flakron Zhitija and Gabriella   Next, we made our way to Hamburg, where we had an unforgettable experience at the Stilwerk Strandhotel. Gabriella and Sue Giers Gabriella and Lale Temori Samira Safi, Gabriella and Lale Temori Gabriella and Viktoria Livshits Trend alert! Air Blush Cream - Doll Face Gabriella and Anna Wolfers Ferry Hansen, Gabriella and Michael Mayer

New in: The Hair Serum

Your most requested product is finally here!! The Hair Serum! With the same magical & clean formula as our best-selling Eyelash Serum.  It can be used on thinning hairlines or bald patches on scalp and beard. The results are incredible! • Non-greasy, fast-absorbing roll-on applicator• Clean, vegan formula, free from prostaglandin analogues• Supports stronger and fuller-looking hair & beard• Use daily for 4–6 weeks to see visible improvements  Infused with biotin, peptides, keratin and other actives that support visibly stronger, fuller-looking hair.  WHY IS IT SPECIAL? •⁠  ⁠Clean, vegan formula made without prostaglandin analogues, parabens, and sulfates•⁠  ⁠Supports stronger and fuller-looking hair and beard•⁠  ⁠Great for sparse or thinning areas on the scalp or beard•⁠  ⁠Powered by biotin, peptides, vegan keratin and pumpkin seed extract•⁠  ⁠Lightweight formula that absorbs easily into the skin   Shop The Hair Serum here.

INTERVIEW: ELISA MAINO

Meet our Sweed Muse, Elisa Maino. Get to know the Milan-based fashion and beauty icon with over 6M followers on TikTok and learn more about her beauty philosophy and favorite Milan-spots! Shop Elisa's favorite Sweed products here. WHAT IS YOUR BEAUTY MOTTO? My beauty motto is definitely “Less is More”. I prefer to choose just a few products, but the right ones—essential items I always have with me in my routine, whether I'm at home or traveling. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? Definitely a good lip combo—they’re always in my bag. I can’t live without them!   WHAT'S YOUR BEST BEAUTY HACK?  It’s definitely important to prep your skin well with a good skincare routine before applying makeup, because that already makes up 50% of the result. WHAT ARE YOUR TOP 3 SWEED PRODUCTS AND WHY? WHAT ARE YOU MOST EXCITED FOR THIS YEAR? This collection launch was definitely a major goal for me this year. It’s a collaboration that came together very naturally, starting as a personal relationship before becoming a professional one. Who knows—maybe there’ll be a part two. I truly hope people will love it as much as I do! WHAT MAKEUP TREND ARE YOU OBSESSED WITH RIGHT NOW? Right now, I’m really into Soap Brows. Brushed, perfectly groomed brows that stay in place all day.   WHY IS CLEAN BEAUTY IMPORTANT FOR YOU? For me having beautiful skin is super important! Taking care of yourself not just for aesthetic reasons, but also for something more personal. Because real wellness starts from within and that means having clean, healthy, well-cared-for skin. WHAT ARE YOUR TOP 3 FAVORITE RESTAURANTS IN MILAN? Numero Uno – for an amazing, easily digestible pizza. I highly recommend one with prosciutto and burrata on top! Delicious! Then my favorite sushi place is called Miyabi. If you want super unique rolls that melt in your mouth with a really interesting mix of flavours, you absolutely have to go. The location is also stunning! And to give you a more traditonal Milanese option, Trattoria Madonnina! Is beautiful because it has a super cute and simple outdoor seating area. Perfect for when you're craving a quick meal but in a magical and typical Milanese setting.  If I had to choose a salad place with healthy, balanced, and of course Instagrammable dishes, I'd say Lùbar. It's amazing!    Shop Elisa's favorite Sweed products here.  

Baking Class In NY🍎👩🏻‍🍳🍰

Hello from NY! We hosted a lunch in New York, where we made the viral Swedish princess cakes together with Fabrique. Gabriella held a masterclass showcasing our upcoming launches – stay tuned! Thank you to everyone who made the day special. Psst..Can you spot our upcoming launches?🤫 The cute baking setup Our beautiful Sweed friends baking Princess cake Samira Ahmed & Nil Sani Alysia Loo & Amaya Crichton Faith Harperr Nam Vo, Gabriella and our cutest fury guest Buffy Bearington  The stunning Lera Megan Irminger & Elizabeth Fortmeyer Tadaa! Laila Elnaggar & Chloé Lukasiak Gabriella & Ariana Menassa Jenny Lin Sneak peek at some new goodies... stay tuned! Delicious!

Get Wedding Ready with Pati Dubroff! 💍

WHAT’S YOUR BEST ADVICE TO A BRIDE GETTING MARRIED? My best advice for a bride is to test out your makeup artist to make sure their aesthetic aligns with yours.  HOW SHOULD I KNOW WHAT LOOK TO GO FOR? Don’t go for a look that’s completely different from what you normally do. You don’t want to look back at your photos and wonder, 'Who is that?' You want to look like the best version of yourself! Avoid trying new trends or doing something that's not your usual style. Shop Pati's favorite Le Lipstick - 90's Model & Eyelash Growth Serum here. WHAT MAKEUP PRODUCTS DO YOU THINK THE BRIDE SHOULD BRING TO THE WEDDING? Always keep a lip product handy because there's a lot of kissing, and you'll want to reapply. Think about using waterproof or water-resistant mascara—it's essential when tears are involved. You don't want smudgy eyes. And don’t forget something to blot your T-zone. Shop the look here.

Beauty Escape To The English Countryside 🌾

We had the best beauty escape to the stunning Coworth Park in the English countryside to celebrate that we’re now available at M&S in the UK. Thank you to everyone who joined us!🩵 Gabriella & Lolanda Dibattista Our beautiful Sweed friends Makeup class Gabriella & Vincent Ford Gemma Rose Breger, Stephanie & Lucy Wakefield Sweed Essentials  The table setting Erica Matthews & Violet Vincent Ford, Gabriella & Bryony Blake The delicious dinner Sofia Crisafulli & Lolanda Dibattista A big thank you to everyone who joined us!  

Sweed x Fabrique 🩵🧑🏼‍🍳🫖🍰

We had the honor of inviting our Sweed friends for an overnight escape to the English countryside to celebrate that we’re now available at M&S in the UK. David Zetterström – pastry chef and founder of the Swedish bakery Fabrique with locations in New York, London and Stockholm, joined us for a baking class of the viral princess cake. Find your nearest M&S store here. Gemma Rose Breger & Samantha Silver Kerri Northcott & Pascale Banks David & Vincent Ford Louise Boyce & Bryony Blake The cutest bakers Erica Matthews Tadaa! Sofia Crisafulli & Lolanda Dibattista Use this recipe to bake a Swedish classic – enjoy!  

THE SHOCKING RESULTS☁️

We’re obsessed with Sara’s lash results — just look what she dropped in our DMs!  Eyelash Growth Serum + Cloud Mascara = Dream Team. Ready for your lash glow-up? Shop the look here. Shop the look here.

Capsule Collection - Part 2: Eyes

How to build your Capsule Collection Part 2: Eyes When you have your basics in place, it’s time to experiment and make your look more personal! For me, makeup is a way to express a certain mood or create a look for a special occasion. There’s many ways of doing this, but this time we will have some fun with our Satin Eyeliners and get creative! Shop Satin Eyeliner - Mink Greige here. Shop Satin Eyeliner - Golden Beetle here. Shop Satin Eyeliner - Diana Blue here. Shop Satin Eyeliner - Margaux Bordeaux here. Shop Satin Eyeliner - Euphoria Silver here. Shop Satin Kohl Eye Pencil here. Shop lashes here. Shop capsule collection here.  

INTERVIEW: PATI DUBROFF

Meet the makeup legend and Sweed friend Pati Dubroff! Pati have painted iconic looks for almost 40 years and have celebrity clients such as Margot Robbie, Kirsten Dunst, Sofia Richie and the Olsen sisters to name a few. Pati’s makeup looks are some of the most copied ones in the industry. We had the honor to have her with us during our Turtle Expedition in Costa Careyes, Mexico. We chatted about her best beauty tips and she shared her inside guide to her favorite spots in Los Angeles. Shop Pati's favorite Sweed products here. YOUR BEAUTY MOTTO? Be confident in who you are and highlight what you think is your best quality. Don't try to erase things. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? I would be a chubby lip crayon that I could use on my lips and my cheek—I love multitasking. Le Lipstick - 90’s Model, it's kind of amazing, kind of everything.   WHAT WAS YOUR FAVORITE ACTIVITY ON THE SWEED TURTLE TRIP? Baby turtles and the sound healing were truly special. That place! WHERE’S YOUR HAPPY PLACE? I mean, look at this place! I think I’ve found my happy place here in Costa Careyes. India is also my happy place. I believe it’s so important to travel—to expand your mind and heart through new experiences. If you have the opportunity to travel, go for it. Always keep an open mind and heart, and be receptive to other cultures. It truly fills you in a way that's magical. WHAT ARE YOUR FAVORITE BEAUTY PRODUCTS AND WHY? WHAT’S YOUR FAVORITE LOOK YOU EVER CREATED? I’ve been really lucky to work on some iconic photo shoots, magazine covers, and red carpets. It’s hard to choose a favorite! But I think the most memorable body of work for me was the Barbie press tour.   WHAT'S YOUR BEST BEAUTY HACK? Shop the Eyelash Curler here. WHAT’S YOUR FAVORITE SPOTS IN LA? I live on the east side, so I'm an east side kind of girl. I love a restaurant called All Time, and you can go there all the time. It’s great for breakfast, lunch, and really magical for dinner. Mozza Osteria has been one of our favorite spots for years. When I go hiking in Griffith Park, there's a place called The Trails Café where I often stop for coffee. There's also a beautiful lake in the Hollywood Hills, not many people know about—Lake Hollywood. It's a reservoir, and there's a fantastic walk or bike trail around it, plus it's a great spot to see the Hollywood sign. Shop Pati's favorite Sweed products here.

Capsule Collection - Part 1: Base

How to build your Capsule Collection Part 1: Base I’m all about less-is-more and think beauty should be simple. Here’s my absolute must haves on how to build a strong capsule makeup-wardrobe that works all year around. Refresh your makeup bag with clean and vegan staples!   Foundation It’s always good to have two foundation shades to use through the year. One for your skin when you’re as pale as you get and one for when you’re tanned. I use shades 06 and 09. Mix and blend together through the seasons. Shop Glass Skin Foundation here. Powder 2.  I use our Miracle Powder in shade 02 all year around since it has skin matching pigments. I use it daily when I want a light fresh look with nothing else underneath, or on top of my foundation to fixate when I want more coverage. Shop Miracle Powder here. Blush 3. I’m a big fan of fresh rosy cheeks. I use Cheeky for the perfect allround shade. When I’m tanned, I love experimenting with colors based on the look and season. Shop Air Blush Cream here. Lips 4. I think it’s good to have two choices for lips in order to switch depending on your mood and occasion. Here’s my two favorite ones that I use all the time. I think it’s good to have a Nude Lip Combo and a more colorful combo to play around with. Shop the Lip combo here. Eyes 5. It’s an absolute must for everyone to have a bright and a brown pencil in their capsule makeup wardrobe. You can create multiple looks with both. Everything from a classic wing and a smokey eye – to just a fresh look that makes your eyes look bigger. Shop Satin Kohl Eye Pencil here. Mascara 6. A fresh mascara to switch every 3 months. Shop Cloud Mascara here. Eyebrows 7. No matter how much or little makeup I have on I always need to fill in my brows with our Brow Pencil in Medium Brown. It creates super thin, hair-like strokes. I prefer having quite light brows since it gives a softer look. Shop Brow Pencil here. Tools 8. High quality tools, such as pencil sharpener, powder brush, blush brush, foundation brush, eyeshadow brush, angled/spolie & a lash curler are essential! Shop the tools here. A fresh makeup bag 9. Make sure to switch your makeup bag every now to make the experience more enjoyable. Shop capsule collection here.

Spring In Rome

At Hotel De La Ville in Rome, we had the pleasure of hosting a lunch with our Italian Sweed Friends to celebrate spring. A heartfelt thank you to everyone who joined us on this magical day. Con amore,Gabriella Elio Federica Scagnetti & Gabriella Elio The beautiful table setting The stunning Corinne Pino Chantal Ciaffardini, Raffaella Modugno & Jessica Amendola Beauty of Rome Our sweet guests Alexandra Eklund Federica Lucaferri & Gabriella Elio Gaia Mossini & Jenny Denucci Gabriella doing her magic Jasmin Zangare & Martina Trinca Of course we eat pasta in Rome! Giovanna Abate, Gabriella Elio & Sabrina G.Negri Ginevra Giaccherini & Manuella Genovese Federica Scagnetti Corinne Pino & Sweed´s Influencer Marketing Coordinator Izabella Sabrina Conti & Irene Prosperi

INTERVIEW: KATE HUTCHINS

Meet our Sweed friend, Kate Hutchins! A London-based fashion and beauty icon, Kate shares her elegant lifestyle and passion for professional horseback riding with 1.6 million women worldwide through Instagram, TikTok, and YouTube. We had the honor of having Kate as a guest on our Turtle Expedition to Costa Careyes in Mexico and took a moment to catch up with her while she shared her beauty secrets. Shop Kate's favorite Sweed products here. WHAT WAS YOUR FAVORITE ACTIVITY ON THE SWEED TURTLE TRIP? My highlight was the Turtle Release. It was such a magical and really moving experience. Seeing how small the turtles are and seeing them going to the big wide world, was so touching. Something I'll never forget.  WHAT'S YOUR BEST BEAUTY HACK? The uglier you go to sleep, the prettier you wake up. Slather on all of those creams, do your slugging and put your hair in the heatless curler. Then you wake up ready for the day and looking fresh and glowy. WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR? I have been working on a secret project that involves horses. It has been the most challenging thing I've ever done. I can't wait to share more about the project later on this year! WHAT ARE YOUR TOP 3 SWEED PRODUCTS AND WHY? 1. I love the Eyelash Growth Serum, because it made my lashes so long, thick and healthy. 2. Close contender is the Lash Lift Mascara. It gives you so much definition and length on your lashes. I have it in the dark brown color because I think it's a lot more soft on my face and I really like that.  WHAT'S YOUR BEAUTY MOTTO?    That your "beauty comes from within". If you are a happy and kind person, I think your beauty really shines out. HOW DO YOU STYLE YOUR HAIR? I use the Maria Nila - Sea Salt Spray! It's incredible. Because when you're in a hot environment like this, it gives you that extra texture and that gorgeous beachy look! IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? I would be the Miracle Powder. Because it's easy, clean and practical. It gets the job done, and it's also one of my favorite products!  WHERE'S YOUR HAPPY PLACE? In the saddle! So the fact that we got to horseback ride on this trip was my dream come true. WHAT'S YOU FAVORITE DATE NIGHT SPOT? Dinings in Marylebone, it's very cute and cozy and not very fancy, but the food is SO good! WHAT PLACES DO YOU LOVE GOING TO ON THE WEEKENDS IN LONDON? On a Saturday, I love to meet up with my girl friends, we have a walk down the Kings Road, look at the shops and then get brunch at Colbert on Sloan Square. YOUR FAVORITE SALADS BAR AND PILATES IN LONDON? This is a takeaway, The Salad Project. It's so good. You get to choose your base and the sides, I just love it! I get it about 3 times a week. I also love a Sunday pilates session at Pilates In The Clouds, which is in Notting Hill.  Shop Kate's favorite Sweed products here.

Where Beauty Meets Nature - Our First Brand Trip To Mexico

Sitting on a plane, heading home from the most incredible trip of my life, I can't help but feel overwhelmed with gratitude. I had the joy of bringing together 12 amazing women from around the world to Mexico so they could experience what Sweed is all about. As a clean and vegan beauty brand, it has been my dream to share my Sweed world – drawing people closer each day. Our passion for professional makeup, love for nature, and commitment to saving baby turtles brought us together. We laughed, cried, and learned from one another throughout this journey. We watched whales, released baby turtles, and went horseback riding along the beach at sunset.To me, beauty is about feeling comfortable in your own skin, embracing your features, and being unapologetically yourself. I remember exactly why I started in this industry at the age of 15 – it was to make women feel confident and happy in their own skin. Here are some highlights from the trip: TURTLE RELEASEOff to Rescue Baby Turtles! This was truly a moving and magical experience. Watching the baby turtles take their first steps toward the ocean and freedom is something we will never forget. We had the incredible opportunity to learn all about sea turtles from Caitlin, the biologist at The Careyes Foundation. Sea turtles play a vital role in ocean health by feeding on jellyfish, preventing the overpopulation of sea sponges, and grazing on seaweed to maintain healthy beds that protect marine ecosystems. Sadly, 1 in 7 sea turtles are endangered. For every mascara sold, we rescue a baby turtle through the organization Billion Baby Turtles. BOAT TRIP WITH WHALE WATCHINGWe went on a boat trip on the turquoise pacific ocean. We were fortunate enough to spot some majestic whales. Their grace and power left us speechless. As if that wasn’t magical enough, a tiny turtle popped up to say hello. PICNIC AND BEACH DAYThe boat took us to a hidden, secluded beach. Surrounded by nature’s beauty. The calmness of the ocean, warmth of the sun and the sound of gentle waves created the perfect setting for a picnic on the beach. MAKEUP CLASSA clean and vegan Sweed masterclass with a view! Gabriella shared her best tips and tricks as a professional makeup artist while taking our guests through each product, ingredient and what Sweed is about. With the ocean as our backdrop, she guided us through various techniques to achieve her signature no makeup-makeup look. HORSEBACK RIDING & MARGARITA CLASSHorseback riding along the beach during sunset, followed by a margarita and guacamole-making class. A relaxed and memorable afternoon, filled with laughter, storytelling, and warmth. SOUND HEALINGOn the last day, we headed to La Copa del Sol for a magical sound healing session guided by Niki Trosky. It was held in this stunning creation by Gian Franco Brignone represents the woman, and stands proudly on a cliff overlooking Playa Teopa. Known for its acoustic and visual beauty, it captures the sun’s rays and creating a powerful atmosphere. After a peaceful and emotional sound healing session, we left feeling completely at peace. NIGHTTIME AT CASA SWEEDOur gorgeous guests during nighttime. A week of unforgettable moments—where nature, connection, and beauty came together in the most magical way. We are above grateful for this outstanding trip together with the best group of inspiring women possible!