Meet Gabriella

“Growing up in a beauty store, I discovered my passion for makeup. I loved how subtle makeup can transform you into a happier and more confident version of yourself.

My motto has always been:'
' "Look like yourself after a two-week vacation—glowing skin, full lashes, and bursting with vitality!"

Born in Lebanon and raised in Sweden, I learned the beauty of simplicity and how important it is to feel comfortable in your own skin. My aunt, the epitome of elegance, and my compassionate, feminist mother taught me that women are perfect just the way we are.

With over two decades of experience as a professional makeup artist, I am proud to create vegan and clean products for our Sweed fans and professionals around the world.

All Sweed products are designed and developed by me, after years of dedication and refinement. Everything—from formulation to packaging—is carefully chosen to ensure professional performance. Sweed is the essence of professional artistry, accessible to everyone.

Gabriella Elio
Makeup Artist & Founder of Sweed Beauty

The story

Loved by makeup artists around the world, Sweed Beauty is known for creating vegan and clean products with professional performance. Sweed is a pioneer in the eye category, with popular and award-winning mascaras and an eyelash serum that is free of prostaglandin analogues. Like The Hair Serum, this is a lightweight, nourishing serum that instantly adds shine, reduces frizz, and visibly softens dry ends without weighing hair down—ideal as a finishing touch for a smooth, healthy look.

Sweed Their collection has now expanded to include new essentials for creating the signature "no makeup makeup" look. This look has recently gone viral thanks to Miracle Powder and Glass Skin Foundation. With over twenty years of experience as a professional makeup artist, our founder, Gabriella Elio, wanted to develop clean and groundbreaking products that she felt were missing from the market.

The philosophy

Every Sweed product is unique and the result of years of development and careful sourcing. They work with the most reliable factories worldwide, each of which are specialists in their field. Every product starts from scratch: they formulate superior functionality and quality for each product category, with carefully selected raw materials that meet their clean standards.

Gabriella and her team were tired of seeing perfect images of faces and skin that don't match reality. They don't retouch their photos because they believe that skin should look like skin and that an image is only reliable when it shows real results.

Are you curious about Sweed Beauty and their products? View all of the brand's products or take a look at Gabriella's favorite products below!