Sweed

To the uninitiated, the ‘no make-up-make-up’ look seems like an oxymoron, but fans of Sweed Beauty understand it perfectly – after all, the brand is one of the look’s most prominent pioneers. Founded in Sweden by Gabriella Elio, Sweed started with eyes, capturing the attention of professional make-up artists and influencers with its must-have Sweed mascaras and coveted Eyelash Growth Serum, before expanding into a full range. With viral products like Sweed Miracle Powder and Sweed Glass Skin Foundation, Sweed make-up continues to evolve the barely-there look, all while redefining the industry with its commitment to clean, cruelty-free formulas and its collaboration with Billion Baby Turtles.