SWEED Beauty delivers award-winning, vegan makeup for effortless no makeup-makeup looks.

Founded by Swedish makeup artist Gabriella Elio with over two decades of professional experience, SWEED Beauty was born out of a necessity for better makeup that enhances natural beauty without compromising skin health. They're committed to helping you build the best natural beauty routine possible, delivering high-performing vegan and cruelty-free formulations that work in real-life conditions. This ground-breaking makeup collection harnesses clean ingredients to create innovative, skin-loving products that offer optimal coverage and enhancement. Inspired by Swedish minimalism and grounded in professional artistry, SWEED Beauty is committed to sourcing ultra-effective botanicals, vitamins and natural ingredients that allow your skin to thrive while looking effortlessly beautiful. All products are vegan and cruelty-free, with the brand partnering with Billion Baby Turtles to rescue one sea turtle for every mascara sold.

The best SWEED Beauty products for newcomers

You can achieve professional makeup results and enhance your natural beauty with these SWEED Beauty favorites.

SWEED Lash Lift Mascara: This double award-winning mascara formulated with panthenol (vitamin B5) strengthens lashes while delivering instant definition and the appearance of fuller lashes that last all day.

SWEED Miracle Powder: This viral powder foundation works like a magic filter on the skin, giving a second skin feeling with a blur effect and natural glow. The innovative formula provides buildable coverage while maintaining a weightless, natural finish.

SWEED Eyelash Serum: This prostaglandin-free serum naturally enhances lashes over time without harsh chemicals. The gentle formula nourishes and strengthens lashes while promoting healthy growth for naturally fuller-looking lashes.

Shop SWEED Beauty at LovelySkin today.

You'll receive free samples and US shipping when you shop SWEED Beauty at LovelySkin. If you have questions about which products would be right for you, our award-winning Customer Care Team is happy to assist you.