SWEED was founded by makeup artist Gabriella Elio - known for her signature and timeless "no makeup-makeup” style - for her fellow makeup artists. Gabriella’s vision for the brand is to make you look like yourself after a lovely vacation – glowing skin, lush lashes and full of life.

Professional makeup artists look for products that perform every time; SWEED’s products perform so well they are often referred to as a “secret weapon” by the artists who use them. Known for clean, cruelty-free products, with exceptional performance, SWEED is a pioneer in the eye makeup category - especially their award-winning mascaras.

SWEED is a vegan & cruelty-free brand, passionate about animal preservation and welfare. For every mascara sold the brand makes a donation to the SeeTurtles Billion Baby Turtles project to save a baby sea turtle.