Gabriella Elio: "I created Sweed for women who prefer clean beauty" Interview with the founder of the brand that became famous thanks to the eyebrow serum

Ten years ago, beauty and natural or clean skincare barely existed in the mainstream. In 2015 (and 2016), matte, compact, full-coverage bases that risked clogging pores were all the rage. Eyebrows were drawn-on, dark, bold; eyeshadows were intricate, with cut crease reigning supreme, and eyeliner was razor-sharp. To counter this overload and in a world obsessed with full-face glam Gabriella Elio, make-up artist and founder of the brand Sweed, decided to embark on a new adventure: giving women (and not only) the tools to achieve a simple, effortless look. The inspiration, she admits, also came from Italy: "There are so many women who don’t wear much makeup in their everyday lives, who want to look put together without overdoing it, who don’t have time. Every time I come to Italy, I notice it. The makeup here is light, especially for day-to-day looks" she told us, marking the start of a wonderful conversation.

Gabriella Elio, interview with the founder and creator of Sweed

But where does the Sweed story begin? With lashes, and with the personal needs of a professional makeup artist who works hands-on with products, faces, and trends every day. "I first created lightweight, natural-looking false lashes with a thin band that would fit every eye shape, easy to apply, and comfortable to wear", she recalls as we meet her in Milan during the breakfast launch of the brand’s new product: a Hair Serum.

The new Sweed product? It’s for hair, by popular demand

“It was actually a customer request, people were already applying the lash serum to their scalp. I didn’t look at what others were doing; for me, it was obvious to develop a product that was as ‘safe’ as possible, easy to apply (it’s a small roll-on), non-greasy, and above all, effective,” explained Gabriella Elio. This product definitely deserves a closer look: it should be used once a day on clean, dry skin, and can be applied to both the scalp and beard. For best results, it’s recommended to use the serum consistently for 4-6 weeks, then continue 3-4 times a week to maintain the benefits. Thanks to an innovative formula, the serum is enriched with a powerful blend of active ingredients, including peptides, pumpkin seed oil, keratin, hyaluronic acid, and biotin. Additionally, the serum’s formula is free from prostaglandin analogs, ensuring a safe and effective treatment without the side effects that can arise from using these substances.

The brand’s future and its turtle-saving initiative

With this launch, Sweed offers an advanced, safe solution for strengthening hair and beard, expanding its line beyond lashes and into haircare, and even into makeup. The next step? “A concealer I’ve been working on for seven years,” she tells us with a smile. Sweed, in fact, has evolved from lashes to hair to makeup, all while keeping a focus on sustainability. “I wanted to take responsibility for helping the environment and the ocean, but in a concentrated, measurable way. So I thought of turtles. Now, with every purchase of Sweed’s mascara, one turtle is saved, a tangible improvement. Did you know they’re essential for the ecosystem?”