Innovative Beauty in a clean, vegan formula Loved by makeup artists worldwide, Sweed is renowned for its clean, vegan formulas that deliver professional results. Founded by makeup artist Gabriella Elio, the brand focuses on the highest quality, innovation, and the timeless “no makeup–makeup” look. Sweed combines beauty with care for the planet. In partnership with Billion Baby Turtles, every mascara sold helps save one sea turtle.