SWEED JOURNAL
Credo Launch
New York, we love you!🩵☕️🧁 We had the best time celebrating our Credo Beauty launch in Soho! Thank you to everyone who came by and made this experience incredible! Winta Zesu Mari Lederman Meesha Farzaneh and Hannah Donker Adrienne Teresa Gabriella and Sofia Popkova Salta Gabriella and Rafaela Sá Bethany Zesu and Winta Zesu Andrea Mancera, Gabriella and Alana Tsui Zarina Yeva Gabriella and Ocean Vanexel Shop Sweed Beauty here.
Makeup Class in NY
Hello from the Big Apple🍎Last week we hosted a Holiday Masterclass with Tobi Henney, creating the ultimate Scandi Holiday look. Thank you to everyone who joined us! ✨ Sundas Hussain and Elizabeth Fortmeyer Emily Xiong Rohma Siddiqui, Aviva Mehta and Mina Hasan Polina Isadora Megan Lanoux Isentol, Tobi Henney and Erica Taylor Annis Kamara Marc Eram and Colby Smith Erica Taylor and Gabriella Liza Lieberman and Britt Theodora Lena Ludwig and Samantha Smalling Maddie Schrader and Erin Harper Mari Arana and Lauren Wilensky Gabriella and Cassie Thorpe Maria Ortega Shop Sweed Beauty here.
¡Hola Madrid! 🇪🇸🩵
Last week it was our first time in Madrid celebrating our availability at Douglas Spain in-store and online! Truly an incredible experience! Thank you for having us and until next time! 🩵🪽 Lorena Durán Angela Alvarez, Gabriella and Ana Antic Paula Lebrón Gómez and Andrius Sánchez Ferro Alana Odette, Gabriella and Ali Bercan Raquel Bosca and Sara Guzmán Rodríguez Marta Calvin Izabella and María Vernetta Nicole Feijoo Teresa Romero Lara Bocci and Dulce Jimenez Maria Heredia, Paula Marqués and Gabriella Luz Méndez Miriam and Andrea De Lucas Alex Jiménez Shop Sweed Beauty here.
The Hair Serum in Milano 🫧
Milan you were a dream! ☁️✨ We celebrated The Hair Serum launch with our Sweed Friend Andrea Soriga at the iconic Sant Ambroeus. Thank you to everyone that came and made this experience magical! 🩵 Sophie Codegoni Eléna Hazinah Izabella and Giovanna Abate Eleonora Fincati Laura De Fabrizio Lidia Vella and Jessica Vella Sissi Guida and Carlotta Fiasella Garbarino Lidia Corja, Alessia Grambone and Dayane Mello Davide Cichello, Faick Zekai and Gabriella ..., Giorgia Casarotto and Catalina Ganea Roberta Anzaldi Shop The Hair Serum here.
Sweed in Germany 🇩🇪🩵
Had the best time in Germany! 🐶🩵✨ We celebrated the launch of The Hair Serum in Munich and Berlin, truly incredible experience. Thank you for everyone that came and made it special. Özge Ertug Chiara Paatsch Dülberg @sophieew, Leo Balys and Lara Spengler Masha Sedgwick @michelle_effpunkt Sharon Berkal, Silke Spengler and Stephanie Neubert Lea Maleen Nadine Koca Beate Finken-Christmann Nastja Lea Maleen, Sarah Rohde and Kristin K. Shop The Hair Serum here.
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.