Gabriella Elio
Founder of Sweed Beauty
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Gabriella Elio's path to founding Sweed Beauty began at just 15, when she stepped into the beauty retail world and gained first-hand experience that shaped her deep understanding of consumer need. By 18, she had opened her first store in Stockholm and, within a year, had doubled its sales. In 2015, she formally introduced Sweed to the world, with the brand initially focusing on lashes before evolving into Sweed Beauty, which debuted its full makeup collection in October 2023.
Elio's commitment to clean innovation also led to the creation of a prostaglandin-free lash growth serum, a milestone born out of curiosity and a commitment to safe beauty standards for all. Beyond the beauty counter, Elio ensures Sweed reflects her personal values: the brand contributes to sea turtle conservation with every mascara sold and formulates all its products to be clean, vegan and sustainable.
