Sweed is a play on words from ‘Sweden’and ‘sweet’ in English. A tribute to the homeland of makeup artist Gabriella Elio and the round pastel boxes reminiscent of macarons. The desire for a makeup range with high and consistent quality led her to develop and launch her eye makeup collection in 2015. Powder and lipsticks will be added to the brand in 2023. Her philosophy: natural-looking, artificial eyelashes that you can use on a normal workday at the office without anyone noticing that you’re wearing false eyelashes.

// KEY FACTS:  Founded in 2015  Origin Sweden   SKUs 25+  Price range € 8,50  to € 65,–