Founded in 2015 by makeup artist Gabriella Elio, Sweed came to life after years of working in the field. Gabriella saw a gap in beauty and grasped the opportunity to create innovative products she felt was missing in the market in order to achieve her signature and timeless “no makeup-makeup” style.

After years of profound research, Sweed was born with products to enhance your eyes and lashes, the collection is now extended with new makeup staples for the lips. Each product reflects Gabriella's motto ”Look like yourself after a 2 week’s vacation – glowing skin, lush lashes and full of life.