This Under-the-Radar S-Beauty Brand Is One to Watch Right Now
NewBeauty Facebook Pinterest Instagram Youtube find a doctor Face Adult Acne Antioxidants Anti-Aging Celebrity Chronic Skin Conditions Eye Hydration Hyperpigmentation Makeup View All Eyebrows Eye Color Foundation Fragrance Lip Color Makeovers Male Skin Care Peels Pre-Event Prep Sensitive Skin Skin Care Skin Health Smile Sun Care Treatments Fillers Microneedling Post-Procedure Skin Care Neurotoxins Regenerative Aesthetics Skin Lifting Body Body Sculpting Breasts Butts Cellulite Hair Removal Hands + Nails Legs Pregnancy Find a Doctor Hair Bond Repair Celebrity Dry Hair Frizzy Hair Gray Hair Hair Color Hair Growth Hair Repair Scalp Health Styling + Tips Awards NB100 Awards 15th Annual Beauty Awards 2025 NewBeauty Readers’ Choice Awards Shopping Gift Guides Product Reviews NewBeauty Storefront Wellness Fitness GLP-1s Health Menopause About Us TESTTUBE Search for: Search HomeShoppingProduct Reviews This Under-the-Radar S-Beauty Brand Is One to Watch Right Now Meet the Scandinavian beauty brand that keeps showing up in artists’ kits. Liz Ritter Published: Jan 26, 2026 We may earn commission from links on this page. Each product featured has been vetted and chosen by our editors. 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. 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…