SWEED JOURNAL

The Ultimate Lash Routine

Simple routines and habits to ensure long lush lashes this year. 1. NEVER SLEEP WITH MAKEUP ON Always remove your makeup before bed to let your lashes rest overnight. 2. BOOST YOUR LASHES Apply our Eyelash Growth Serum every night before going to bed to promote longer and fuller lashes with a beautiful lift and gloss-effect. Ingredients like peptides, keratin and pumpkin seed oil works its magic while you are asleep. 3. WATERPROOF OR WATER RESISTANT? Waterproof mascara is tough to remove and dries out your lashes, which can lead to lash damage over time. We offer water resistant mascaras - they stay thru tears, sweat and rain, yet are easy to wash off at night. 4. SLEEP MASK = NO GO Using a sleep mask can be harmful to your lashes. When the mask rubs against your eyes, it can cause friction and disrupting your natural lash growth and effect the shape negatively. 5. REPLACE YOUR CURLER PAD Replace your eyelash curler pad regularly to avoid lash damage. A worn or dirty pad can cause friction and break lashes. WHY DOES MY EYE MAKEUP NEVER STAY ON? We’ve heard this so many times. Very often, it’s not about the products—it’s more about what you have underneath. Make sure not to use any oil-based makeup remover. If you have any oil leftover on your skin, it can lift and dissolve your new makeup—especially on the eye area and on your lashes. Also, make sure that your eye cream is not too heavy so it doesn’t dissolve your makeup and mascara. Start your lash journey here!

How To Make Your Eyes Look Bigger And More Awake

No sleep? No problem! Follow Gabriella’s step-by-step guide on how to open up your eyes and make them look more awake in a blink!  GET THE FULL LOOK Shop the full look here!

2024 Wrap Up In Amsterdam

As the final event of the year, I couldn’t have asked for a more perfect way to wrap up 2024. We gathered at the beautiful Pulitzer Hotel in Amsterdam for a wonderful lunch. It was the perfect moment to reflect on the incredible year we’ve had at Sweed and to express my gratitude to all of you who are a part of this journey. I am so thankful to everyone who joined us — your presence made this event extra special. Wishing you all a wonderful holiday season and I can’t wait to see what 2025 brings for us! Warmest wishes,Gabriella Elio Linda Tol, Jolie Lot, Nicole Ballardini & Gabriella Naïma Bremer & Angela Onuoha Gabriella talking about Sweeds journey Gabriella, Jaqueline Hoogendijk & Isabeau Ottevanger Beautiful Caylin Debbie Zwiers & our Marketing Coordinator Izabella Quinty Trustfull & Maureen Powel Wout Philippo, Candle Siërra & Giorgina Juanita Fleur Dijkstra Viviënne De Rop, Naïma Bremer & Gabriella Early christmas spirit  Hajar & Nisrina Sbia Florance Snellers & Dominique Samuel Candle Ravelle Siërra  Hazjar from The IT Agency, Anna Noëlle Kaffé & Janine Kho Annelijn Sinjorgo & Billie Rose

Snowy Warsaw ❄️

In a snowy Warsaw, we had the pleasure of hosting a magical lunch event at the stunning Belvedere Restaurant. Surrounded by the beauty of winter and the warmth of amazing company, we came together to celebrate beauty, innovation, and our incredible Sweed community. A heartfelt thank you to everyone who joined us on this special day — your presence made it truly unforgettable! Love,Gabriella Elio The magical table setting Gabriella & Kinga Jetkowska Sweed goodies Marta Waglewska from Vouge Kasia Zaremba, Gabriella & our Marketing Coordinator Izabella The stunning Belvedere Restaurant Lily Molczanow Ola Szkolda & Angelika Mucha Marta Sliwinska & Gabriella Marina Roman Aga Wilk & Gabriella

Sweed-mas Lunch At Chateau Marmont

We celebrated The Glass Skin Foundation launch with our makeup-artist community and Sweed friends in LA. My makeup hero Pati Dubroff was there among other makeup legends such as Jennifer Tioesco, Katey Denno, Jose Corella, Nova Kaplan. It was such a pinch me moment to celebrate this with OG-colleagues in the industry!  With love, Gabriella Elio Gabriella & Pati Dubroff. Elizabeth Seropian & Rachel Anise. Katey Denno. The beautiful venue. Jose Corella & Nova Kaplan.  Megan Lombardi. Ashley Graves & Gabriella. Liz Castellanos & Marissa Montgomery. Avry & Adison Justis. Andrea Rodriguez & Schae Breezy. Heaven Marley. Gabriella & Jenna Anton.  Thank you for joining us!

ELLE Italia: The Most Loved Eyelash Lengthening Serum

Since it hit the market, Sweed’s eyelash serum has remained an enduring best-seller. At the beginning of the year, it went viral on TikTok, but unlike many trends and products that fade away, it has won over the hearts of many celebrities, including Valentina Ferragni, who has declared it one of her beauty secrets due to its incredible effectiveness.   The Pro Eyelash Serum is now, without a doubt, one of the most loved products in its category, if not the most loved, by a broad and diverse audience. The secret to its success lies in the fact that it really works: when used consistently once a day, it allows lashes to grow undisturbed, becoming extremely long-even more than we are typically used to compared when using other lash serums.       According to consumers and reviews, this serum is one of the most effective on the market. Its success isn’t due to any magical ingredient but rather to the ability of the brands founder; makeup artist Gabriella Elio to develop a natural and clean formula - free from harmful ingredients that still delivers results.   It does not contain prostaglandins, a hormone-based substance used in medical treatments for eye conditions, which was found to thicken lashes but caused various side effects, such as irritation and weakening of the eyelid area. Prostaglandins are even banned in several countries, including Sweden, where Sweed originates. The serum also does not include castor oil, which can be beneficial for stimulating hair and eyebrow growth but is far too heavy for eyelashes.   How does it work?   To nourish and strengthen lashes, extending their growth phase from three to four weeks up to eight weeks, the serum contains hyaluronic acid, a mix of peptides, biotin, pumpkin seed oil and vegan keratin.   These ingredients are gentle and won’t irritate or damage the eyes and surrounding areas. The serum is applied every evening to clean lash lines. One bottle lasts for about three months and can also be used on eyebrows to stimulate regrowth and add thickness.   Read the full article here.   Shop the Eyelash Growth Serum here.  

Vienna Has My Heart

We had a lovely lunch in the heart of Vienna, surrounded by wonderful people and inspiring conversations. Thank you to all the brilliant women who joined us! Vienna has my heart,Gabriella Elio Giuliana from @loveaglowyskin_ & our Influencer Marketing Assistant Izabella. Gabriella talking about the journey of Sweed. Yvonne Bernhard, Anna Posch & Sermin Kaya. Gabriella & Nora Kahn. Bianca-Olivia Konarzewski & Giuliana.  Our amazing Air Blush Cream in Lucky. Thank you to everyone for joining us!

Athens By The Sea

  At the beautiful, sunlit Bungalow 7 by the sea in Athens, we hosted an inspiring brunch event that celebrated the Sweed journey. The sounds of the waves and the glow of the Saronic Gulf set a magical mood. With that perfect backdrop, guests enjoyed an afternoon filled with beauty, innovation, and community. Thank you to everyone who joined us for this memorable day by the sea.  Here’s to more shared moments, beauty, and inspiration with Sweed! LOVE, Gabriella Elio Influencer Marketing Assistant Izabella, Christina Stavrou & Gabriella. Ioanna Siampani & Ria Kanakari. Our beautiful guests mingling.  Christina Kanellopoulou & Nafsika Pan. Valeria Kovalenko & Spyridoula Andrioti. Vanessa Florou, Gabriella, Gio Dreveli, Izabella & Christina Stavrou. Our stunning The Makeup Bag. Anestis Evangelopoulos & Gabriella. Trying on our bestselling Le Lipstick. Gabriella & Hanna Schumi. The gorgeous location! Ioanna & Lia Barola. Alexia Sakellariou, Spyridoula Andrioti, Katerina Filaktoy & Maritina Andrioti. Thank you to everyone for joining us!

Greetings From Canada

A huge thank you to everyone who joined us for the breakfast masterclass in September. It was a beautiful morning together at The Detox Market in Toronto. We're still in awe at seeing so many wonderful faces there.  LOVE, Gabriella Elio A table full of goodies! Trulee Rodney & Bella Krys trying out some products. Gabriella using our amazing Satin Eyeliners on Melissa Picken.  Gabriella & Mel Hwang. Thank you to everyone who joined us!

Hello from the Big Apple 🍎

I was thrilled to be back in New York - the city of dreams. We hosted a few events at The Detox Market flagship store in SoHo. One of the best things I know is to meet up with our community. It’s so much fun to meet in person and share what Sweed is about together with you.   Gabriella and the beautiful Nil Sani. Demi Ngai & Elle Jowett. Yulia Fadeeva-Hashem. The stunning Marissa Ren. The twinning Nora Gjieli & Sophia Raedemato. Gabriella & Julia Kulik. Tatiana Gerusova & Alana Paolucci.

This seasons it-blush🍎

A key to find harmony in your makeup is to match the shade of your cheeks with your lips. My favorite way to do that is to use the it-shade this season - our Air Blush Cream in Fancy Face. I love this cool red tone that gives you that “fresh out of a long walk-look”.  Follow my 3 step guide below!  Shop Fancy Face here.       

ANINE BING x Sweed: Female Founder Lunch

Under the sun and blue skies at Chateau Marmont in Los Angeles, we hosted a Female Founder Lunch with Anine Bing. This day was all about female empowerment and creativity. There's something uniquely powerful about women supporting women - it's a force that can change the world.  Thank you for showing us the way Anine.  With love,   Awkwafina, Anine &  Gabriella Amanda Steele and her sister Lo Gabriella holding a welcome speech Beautiful Nichelle Hines and Jamie Chung A-list trainer Kirsty Godso with Alice Hampton and Ashleigh Dempster MUA Paige Pelfrey and Amanda Li-Paige Gorgeous Betina Goldstein Anine mingling with Rebecca Gayheart The table setting Gabriella & Teni Panosian, founder of Monday Born Beauty Catching up with Amanda McCants  

Interview: Anine Bing

  Get to know the power woman, founder and Sweed Friend Anine Bing. Since launching the fashion brand that bears her name in 2012, Anine Bing has captivated women around the world with her effortlessly chic, rock’n’roll-inspired designs that balance Scandinavian minimalism with Los Angeles edge. Shop Anine's favorite Sweed products here. WHAT'S YOUR TOP 3 SWEED PRODUCTS AND WHY? The Eyelash Growth Serum is my number one without a doubt. I am obsessed. Also I'm in love with the Cloud Mascara and the Air Blush Cream in shade Lucky. But honestly, all the products are so good, it's hard to choose only three! Shop the Eyelash Growth Serum here.  WHAT'S YOUR FAVORITE BOOK? The Power Of Now by Eckhart Tolle. I read it for the first time 10 years ago and now again this summer. We all live such busy lives and forget to actually be present in what we do and in each and every moment, so this book is a beautiful reminder to stop and appreciate the life around us. WHAT'S YOUR BEAUTY MOTTO?      Less is more. I love dewy, glowy skin, a pink blush and a tiny bit mascara and I'm out the door. WHAT'S YOUR BEST BEAUTY HACK? Best beauty hack is celery juice or lemon water in the morning. It works wonders for the skin but also my body. I also make sure to get 8-9 hours of sleep. I go to bed before 10 PM most nights. WHAT ARE TWO THINGS YOU CAN'T LEAVE THE HOUSE WITHOUT? I never leave the house without my Sweed blush and of course my Anine Bing sunglasses.  Shop Anine's favorite blush here. WHAT'S YOUR HAPPY PLACE? Home. I love being home. We live in beautiful Montecito and just love our house, the beach and nature close by and the peaceful energy I'm surrounded by here. I don't take any of it for grated and am just so grateful for the life we have built. Beautiful Montecito, California.   HOW DO YOU RECHARGE AND GET ENERGY? I love doing hot yoga, hiking or sometimes I recharge by just laying on the couch watching a movie and eating my favorite candy. Life is all about balance :) I also love singing and writing music. That always fills me with joy and new energy after a stressful time. WHAT IS THIS CHAPTER IN YOUR LIFE ABOUT? Balance. I am hoping to find more balance after 12 intense years of building a company while raising two kids, so that is my goal for the year ahead. BEST BUSINESS ADVICE? Stay true to yourselves and your own vision. Roll up your sleeves and get to work as success doesn't happen overnight. And most of all stay humble. Anine Bing store in Melrose, Los Angeles. WHAT DOES A TYPICAL TUESDAY LOOK LIKE FOR YOU? I always start my day with breakfast with the family. Then I drop the kids off at school and my day gets busy with zoom meetings, answering emails, doing design research etc. I work from home most days but go into my office once a week where I meet with my different teams. I spend most of my time in the design studio and everything creative. I also do weekly meetings with my executive team who update me on how the overall business is doing, where we are opening stores next and we brainstorm what's next for Anine Bing. Other days I'm on photo shoots. We recently shot Kate Moss which was a highlight for sure. I feel very grateful I get to do what I love. In the afternoons I hang with the kids, have dinner with the family and then I catch up on a bit more work when they are asleep. Shop Anine's favorite Sweed products here.

Sweed x Lydia Millen

We recently celebrated our Sweed x Lydia Millen launch at Space NK in London. Lydia is a loyal Sweed friend and has used our products for years. The collaboration came to life organically when I asked if Lydia would like to create a lip collection, which transformed into The Eternal Bloom edit. Thank you to everyone who came, it was an incredible turn out with top journalists, influencers and makeup artists. I’m beyond grateful for your continuous support. Love, Gabriella, the Founder Lily Pebbles, Emma Guns & Emily English. Lydia Millen & Gabriella Elio. Alex Collins. Jo Good, Nadine Baggott & Gabriella Elio. Paula Sutton & Josephine Jusderose. At Space NK in London. Gabriella Elio & Yasmine Zweegers. Lauren Wigley, Charlotte-Belle Tobin & Vanese Maddix. Anna Lingus & Lydia Millen. Yasmin Salmon, Gemma Peace & Georgia Rose. Kate Hutchins & Laura Blair. Lydia Millen, Mira Parmar & Gabriella Elio. Katy Jane & Willis Galbraith. Gabriella Elio & Alessandra Steinherr. Famida Pathan, Jackie Tyson & Alexis Day. Shop the full collection here.

New In: Glass Skin Foundation

 Loved by so many! Our Glass Skin Foundation is here to stay. The incredible before and after images are finally ready on our website!  As a Sweed standard we have decided to not retouch the skin on our models. We want to be transparent with our community and let skin look like skin; regardless pimples, wrinkles and redness. Shop the Glass Skin Foundation here.

Sweed Spotted by the Swan Lake 🦢

"Finally! Sweed has arrived to the U.S. and Canada. We couldn’t be happier about the fact that our Sweed friends are able to touch and feel our products in stores. We are available at The Detox Market and Revolve to name a few. In honor of our launch, we hosted a magical event by the swan lake at Hotel Bel-Air in Los Angeles. Thank you to everyone who celebrated with us!"  Jenny Watwood trying out some Sweed goodies. Stephanie Weizman & friend. Koral Cohen, Gabriella Elio, Angelica Livolti & Alexandra Nika. Our beautiful products ✨ Alexa Losey, Gabriella Elio, Alexandra Nika & Gracie United. Madison Orlando, Bella Podaras & Tatiana Bjork Franco. It was like a fairytale 🦢 Eirunn Eba Bollingmo & Betsy-Blue English. Maddie Orlando & Tatiana Bjork Franco. Fauzieh Sadeghi, Nick Higham, Isabella Jones & Alexandra Nika capturing the moment 📸 The founder, Gabriella Elio. Erica Pelosini and Bo McCourt enjoying the L.A. sun 🌞 Alexandra Nika, Julia Rabinowitsch, Shannon Cohanzad & Gabriella Elio. Alexandra Nika & Fauzieh Sadeghi. Nick Higham & Isabella Jones. Sophie B, Gabriella Elio & Kate Synnott. Ida Lundgren. Ariel Frenkel, Chelsey d'Adesky, Danielle Simpson & Jenny Watwood. Julia Rabinowitsch & Anastazia Dupee.

Gabriella's 5 Min Office Makeup Look

Do you prefer to sleep in or go for a workout rather than spending time infront of the mirror? Here's my 5 min makeup routine 💄💻   Find all products here. 

Hello from the Big Apple

"It´s surreal. The feeling of Sweed finally launching in the U.S is so big for me that I can't put words into that. We are proud to launch with The Detox Market and Revolve. Waking up at Hotel Fouquet´s in New York and knowing that today is the day where all these incredible artists I followed for years, press and other female entrepreneurs are coming to our cute little Sweed event felt unbelievable. The whole experience was out of this world and nothing I could ever imagine to even dream about.  Thank you Sweed friends for holding my hands with every step on this journey. You are my world and your support means everything to me." Make-up artist lunch event at Fouquet´s. It was so surreal to meet the make-up artists I've looked up to for years. Pictured with Daniel Redgret, Angela Reece and Nam Vo. This felt so surreal! MUA queen Carolina Gonzalez capturing the moment  📸 Hosted a breakfast for journalists Dinner with female entrepreneurs. Its so inspiring to meet other female entrepreneurs!   Also celebrated another milestone - Sweed reached 100K on Insta 💙  

SWEED X NCLA: Galentine's Tea Party

Under the sun and blue skies of Los Angeles, we hosted a Galentine´s Tea Party together with our Sweed friends Elin and Anh-Thu; founders of NCLA. I have known the girls for years and we've been supporting each other along the way through our beauty-brand journeys. I love their incredible body scrubs and another fun fact is that Elin and Anh-Thu are half Swedish. This day was all about love, female empowerment and creativity. It was an honor to celebrate with new and old Sweed friends. Among our guests were Diane Buzzetta, Elnaz Golkroh, Rachel Anise, Chloe Holladay, Kamrin White and other beautiful Sweed friends. Our MUA crush Diane Buzzetta Real life fairy Elnaz Golrokh 🧚 The beautiful tablesetting of the SWEED X NCLA event that was held at a private residence in L.A.   Beautiful Chloe Holladay Elizabeth Seropian and Rachel Anise Will you be my Galentine..? NCLA founders Anh-Thu and Elin Dannerstedt Our founder Gabriella Elio

Elle Italia: The eyelash growth serum everyone is talking about

There's an eyelash growth serum everyone has been talking about for months now: it has become popular and gone viral because of its effectiveness. It's the Pro Eyelash Growth Serum from Sweed, a young brand founded by the Swedish-Lebanese makeup artist Gabriella Elio. The formula is developed to prolong the cycle of the eyelashes and therefore allowing them to grow more than they normally would: if they usually fall out after three or four weeks, they can grow up to eight weeks when using this serum.  Is the eyelash serum everyone is talking about effective?  The medium-high price range of the serum makes sense, given the fact that it contains natural and functional ingredients. This serum has a unique formula, it doesn't contain any dangerous ingredients, like prostaglandins, which have recently been up for debate. The serum is effective in prolonging the cycle of the eyelashes, making them thicker and stronger.  Prostaglandin is a hormone-like ingredient that can cause side effects on the sensitive skin around the eyes such as irritation, hyper pigmentation, and itching, which is why its now banned to use in cosmetic products in some countries, including Sweden. The serum doesn't contain any castor oil either: it's known for being a natural remedy for hair and eyebrows, but it should be kept away from eyelashes as it can irritate and clog the skin.  The Sweed serum on the other hand, is completely natural and safe to use, while performing with great results. It contains nourishing peptides, biotin, pantheon, hyaluronic acid, vitamins and betacarotene, as well as vegan keratin for a full transformation of the eyelashes. A hybrid between nourishing and effective ingredients that prolongs the cycle of the eyelashes and gives them a beautiful curl even without mascara. One application a day, preferably in the evening, for four weeks will make the doe-eyes a reality. Translated from Elle Italia. Read the full article here! Shop Eyelash Growth Serum now 

Why we say no to prostaglandin analogues

PROSTAGLANDIN IN COSMETICS Unfortunately 99% of the eyelash growth serums on the market today contains prostaglandin analogues. Prostaglandin analogues are synthetic hormones that you don't want to have in any of your beauty products. It's been banned for use in cosmetic products in the EU since 2013. Nowadays you can find prostaglandin analogues that is a synthetic version that works in similar way with the same side effects due to a very similar molecular composition.  What about castor oil?Unfortunately it has been shown that castor oil has the same side effect as prostaglandin analogues. Sweed are proud to have a gentle and prostaglandin free serum that makes wonder with your lashes in 28 days.   Shop the Eyelash Growth Serum here.