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About the Brand

Loved by makeup artists around the world. Sweed is known for its vegan and clean products with professional performance. Sweed is a pioneer in the eye category with popular and award-winning Mascaras and Eyelash Growth Serum that is free from prostaglandin analogues.

Their collection is now extended to an almost complete makeup assortment with a lot of new staples that have gained viral attention. With over two decades of experience as a professional makeup artist, the founder Gabriella Elio wanted to create innovative products she felt were missing on the market in order to achieve her signature and timeless "no makeup-makeup" look.

All Sweed products are vegan and clean with professional performance. Sweed is proud of their collaboration with the organisation Billion Baby Turtles. For every mascara sold they are rescuing one sea turtle.

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Luscious Lashes

Discover your new favourite lashes with Sweed, from bold to natural you’ll find a pair perfect for you

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Sweed Eyeliner

From a classic look with 100% coverage smudge-proof kohl, to a sparkling luxurious coloured liner, Sweed eyeliner will make your eyes pop

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Longer and Fuller Lashes

Sweed lash serums are full of clean ingredients, vegan, nutrient-rich, and accelerate the appearance of longer lashes

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Featured Products

About Sweed...

Launched at Åhlens City Stockholm in 2015, Sweed began as a collection of high-quality false lashes designed to upgrade your lash game. Founder of Sweed Gabriella Elio felt that there was a lack of false eyelash assortment in the makeup industry during her years of work as a makeup artist, and after years of research she created Sweed. Sweed now offers supreme-quality false lashes, innovative eye makeup, high performing tools, and nourishing eyelash serum.

The initial Sweed mission was to create natural looking lashes that you could wear every day in the office without anyone noticing your lashes are false. Since then, Sweed has evolved into a brand used by makeup artists, celebrities and royals alike for their supreme-quality false lashes and more.

Sweed offers an extended collection of eye products, including makeup and tools. Sweed’s award winning Lash Lift Mascara has taken the makeup industry by storm with its innovative wand, and the Eyelash Growth Serum transforms your lashes in the blink of an eye.

Sweed’s goal is to offer lashes for every individual and every occasion. Their selection ensures that everyone can find their perfect lash. Sweed offers classic strips, dramatic 3D lashes, clusters and individuals, as well as eye and brow makeup, lash serum, and tools.

Sweed lashes are sustainable, and can be reused up to ten times. The iconic blue Sweed box is recyclable, and lashes can be stored inside it between wears. Sweed is also strictly vegan and animal friendly.

Discover Sweed products for your individual needs at Beauty Flash and take your lashes to the next level.

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