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I\u2019ll admit it: I wasn\u2019t actively looking for a new makeup brand when I first came across Sweed Beauty, but that\u2019s often how the best discoveries happen.<\/p>\n
The Stockholm-born brand, founded by global makeup artist Gabriella Elio, brings a distinctly Scandinavian approach to makeup, one that focuses on enhancing what\u2019s already there, prioritizing performance and clean formulations, and letting the skin (and lashes) speak for themselves. Think polished, perfected \u201cno-makeup makeup,\u201d delivered through a line that\u2019s quietly (yet quickly) becoming a staple among makeup artists, celebrities and beauty insiders alike.<\/p>\n
As someone who\u2019s constantly testing new launches, what immediately stood out was how intentional and easy<\/em> every product feels. Elio, who has more than 20 years of experience as a professional makeup artist, created Sweed to fill gaps she noticed backstage and on set: products that didn\u2019t yet exist but absolutely should. Her signature S-Beauty aesthetic is timeless and high-performing, evident in every uncomplicated, quietly luxurious formula. Many of the ingredients are sourced globally and inspired by her travels, adding a thoughtful, almost artisanal layer to the brand.<\/p>\n Then there\u2019s the eye category\u2014arguably where Sweed Beauty has made its biggest splash. The brand\u2019s lightweight, stay-all-day, fan-like Cloud Mascara ($30) has reached cult status (one reportedly sells every two minutes, and I can honestly say it\u2019s one of the best mascaras I\u2019ve ever used). Its Eyelash Growth Serum ($55) has also gone viral for good reason. Free from prostaglandin analogues, the formula delivers visible results\u2014longer, fuller lashes in under two months\u2014without the irritation that\u2019s made many people wary of lash serums. It\u2019s no surprise the product has sold out 15 times.<\/p>\n As I spoke with Elio, it became clear that Sweed\u2019s rise has been largely organic. Makeup artists such as Pati Dubroff and Nam Vo swear by the products, and celebrity fans include Courteney Cox, Sabrina Carpenter, Millie Bobby Brown, Selena Gomez, Jasmine Tookes and Kensington Tillo. It\u2019s the kind of brand that spreads through word of mouth, rather than flashy hype, and my bet is we\u2019ll hear even more about it this awards season.<\/p>\n Discovering Sweed Beauty felt like uncovering a well-kept secret\u2014one that clearly won\u2019t stay under the radar for long. What has me especially excited is the brand\u2019s latest chapter. Sweed\u2019s new bronzing and highlighter powders feature a patented silky formulation, and its latest topical hair innovation builds on the success of its cult-favorite lash-growth products\u2014all of which you can shop for yourself ahead.<\/p>\nShop Sweed Beauty Best Sellers<\/h2>\n<\/p><\/div>\n