This Under-the-Radar S-Beauty Brand Is One to Watch Right Now

I’ll admit it: I wasn’t actively looking for a new makeup brand when I first came across Sweed Beauty, but that’s often how the best discoveries happen.

The Stockholm-born brand, founded by global makeup artist Gabriella Elio, brings a distinctly Scandinavian approach to makeup, one that focuses on enhancing what’s already there, prioritizing performance and clean formulations, and letting the skin (and lashes) speak for themselves. Think polished, perfected “no-makeup makeup,” delivered through a line that’s quietly (yet quickly) becoming a staple among makeup artists, celebrities and beauty insiders alike.

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As someone who’s constantly testing new launches, what immediately stood out was how intentional and easy every product feels. Elio, who has more than 20 years of experience as a professional makeup artist, created Sweed to fill gaps she noticed backstage and on set: products that didn’t yet exist but absolutely should. Her signature S-Beauty aesthetic is timeless and high-performing, evident in every uncomplicated, quietly luxurious formula. Many of the ingredients are sourced globally and inspired by her travels, adding a thoughtful, almost artisanal layer to the brand.

Then there’s the eye category—arguably where Sweed Beauty has made its biggest splash. The brand’s lightweight, stay-all-day, fan-like Cloud Mascara ($30) has reached cult status (one reportedly sells every two minutes, and I can honestly say it’s one of the best mascaras I’ve ever used). Its Eyelash Growth Serum ($55) has also gone viral for good reason. Free from prostaglandin analogues, the formula delivers visible results—longer, fuller lashes in under two months—without the irritation that’s made many people wary of lash serums. It’s no surprise the product has sold out 15 times.

As I spoke with Elio, it became clear that Sweed’s rise has been largely organic. Makeup artists such as Pati Dubroff and Nam Vo swear by the products, and celebrity fans include Courteney Cox, Sabrina Carpenter, Millie Bobby Brown, Selena Gomez, Jasmine Tookes and Kensington Tillo. It’s the kind of brand that spreads through word of mouth, rather than flashy hype, and my bet is we’ll hear even more about it this awards season.

Discovering Sweed Beauty felt like uncovering a well-kept secret—one that clearly won’t stay under the radar for long. What has me especially excited is the brand’s latest chapter. Sweed’s new bronzing and highlighter powders feature a patented silky formulation, and its latest topical hair innovation builds on the success of its cult-favorite lash-growth products—all of which you can shop for yourself ahead.

Shop Sweed Beauty Best Sellers