We are here to create the next generation of iconic beauty products. Sweed Beauty was founded in Sweden 2015 on the idea to offer the best false lashes in the world and that beauty should complement and embrace your own individual beauty. Developed through makeup artist Gabriella Elio’s unique perspective, these are the products she felt were missing from her makeup bag. After spending years of evaluating innovation, performance, and (of course) covetability, she created timeless classics — products that will forever have a place in your bags. Cleanly formulated and always high-performing.