Sweed Beauty
Sweed Beauty is a Stockholm-based vegan clean beauty brand selling peptide-based growth serums, color cosmetics, and skincare hybrids through global DTC e-commerce and US premium retail partnerships including Nordstrom, Credo, Revolve, Free People, and Dermstore.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sweed Beauty does
Sweed Beauty is a Stockholm-based vegan and clean beauty brand founded in 2015, operating a hybrid skincare-makeup product line that spans lash and brow growth serums, face, eye, and lip color cosmetics, hair care, and beauty tools. The company's flagship growth serums use peptide-based formulations, while broader color and skincare SKUs target the premium clean-beauty segment at price points between $10 and $182. The business model combines direct-to-consumer e-commerce with multi-currency international shipping across Europe and North America, complemented by wholesale partnerships with US specialty and premium retailers including Nordstrom, Credo, Revolve, Free People, and Dermstore. The brand is supported by 23 employees, editorial recognition from Who What Wear and Cosmopolitan in 2026, a sustainability partnership with Billion Baby Turtles, and community programs (loyalty, affiliate, makeup artist) intended to drive repeat purchase and advocacy.
Sweed Beauty firmographics
Firmographics- Name
- Sweed Beauty
- Website
- https://sweedbeauty.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sweed Beauty is a Stockholm-based vegan clean beauty brand selling peptide-based growth serums, color cosmetics, and skincare hybrids through global DTC e-commerce and US premium retail partnerships including Nordstrom, Credo, Revolve, Free People, and Dermstore.
- Ownership category
- akta.pro rank
Sweed Beauty industry classification
Industry- Product category
- Clean Beauty Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint) (CRABACAC)
- akta.pro secondary industry
- K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)
Keywords
Sweed Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct Product Sales: Sweed Beauty generates revenue through direct-to-consumer sales of vegan and clean beauty products including makeup, skincare, and beauty tools through its e-commerce platform and retail partnerships. Revenue is primarily one-time purchase driven with no subscription model mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single SKU products with per-unit pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sweed Beauty product offering
Product offeringCore offering
Sweed Beauty is a vegan and clean beauty brand that designs, manufactures, and sells makeup and skincare-mimicking beauty products directly to consumers. Its portfolio spans lash, brow, and hair growth serums; face, eye, and lip cosmetics; brushes and application tools; and self-care items such as peptide eye patches. The company sells primarily through its own global e-commerce storefront with multi-currency support, supplemented by premium retail partnerships in North America and Europe.
Product overview
Sweed Beauty is a vegan and clean beauty brand offering makeup like skincare products. The product portfolio spans three main categories: Growth Serums (Eyelash Growth Serum, Brow Serum, Hair Serum) designed for hair enhancement; comprehensive Makeup including Face products (Glass Skin Foundation, Miracle Powder, Bronzing Powder, Highlighter, Air Blush Cream), Eye products (Cloud Mascara, Lash Lift Mascara, Eyeliners, Brow Pencil), and Lip products (Lip Liner, Le Lipstick, Lip Combo); and Brushes & Tools including Powder Brush, Eyeshadow Brush, and specialty tools. The brand also offers Self-Care products like Peptide Ice Eye Patches and various Gift Sets. All products are positioned as vegan, clean beauty with professional performance. The company partners with Billion Baby Turtles for environmental conservation with every mascara sold.
Differentiator
Problem solved
Functional benefit
Products and services
- Eyelash Growth Serum Peptide-powered lash serum designed to promote longer, thicker eyelashes, available in 3ml and 5ml sizes for consumers seeking clean lash enhancement.
- The Brow Serum
Quantifiable outcome
- Eyelash Growth Serum won Best Lash Serum at Who What Wear Beauty Awards 2026
- +1 more outcomes
Companies that use Sweed Beauty
Customer profileSegments1 record
Ideal customer profiles2 records
Sweed Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Sweed Beauty partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and flagship.
- Billion Baby TurtlescoreEnvironmental partnership where Sweed Beauty rescues one sea turtle for every mascara sold, supporting marine conservation efforts. This partnership aligns with the brand's sustainability values and provides differentiation through social impact marketing.
- NordstromflagshipPremium department store retailer carrying Sweed Beauty products. Hosted Scandi Glow Masterclass event at Nordstrom NYC with celebrity esthetician Elizabeth Grace Hand.
- CredocorePremium clean beauty retailer specializing in vetted natural and organic beauty products, aligning with Sweed Beauty's clean beauty positioning.
- RevolvecoreOnline fashion and lifestyle retailer partnership for brand distribution.
- Free PeoplecoreLifestyle retailer partnership for brand distribution targeting fashion-forward consumers.
- DermstorecoreProfessional skincare and beauty retailer partnership for brand distribution.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Sweed Beauty competitors and assessment
Company assessmentDirect peers
- RMS Beauty: Pioneer of clean, organic color cosmetics with a 'makeup as skincare' philosophy. Comparable as a multi-category clean color cosmetics brand distributed in premium retailers (Credo, Sephora) and via DTC, with overlapping audience of clean-beauty consumers.
- Tower 28 Beauty: Clean, vegan, sensitive-skin-friendly color cosmetics brand carried at Sephora, Credo, and Revolve. Highly comparable in product mix (face, eye, lip, SOS rescue spray) and clean-beauty certification positioning, with stronger US mass-prestige retail penetration than Sweed.
- Saie Beauty: Clean, sustainable beauty brand offering hybrid makeup-skincare products (Glowy Super Gel, Slip Tint, Sun Melt). Comparable for its 'makeup with skincare benefits' positioning, sustainable packaging, and Gen Z / Millennial target customer.
- Kosas: Clean, skin-nourishing color cosmetics brand (foundations, lipsticks, eye products) that pioneered the 'makeup with skincare actives' category Sweed is targeting. Overlap on shade-inclusive complexion, hybrid formulations, and premium DTC plus Sephora/retail distribution.
- Lawless Beauty: Clean color cosmetics brand with a focus on high-performance, treatment-oriented makeup. Comparable positioning in the clean-but-clinical intersection and similar Sephora/credibility retail targets.
- Ilia Beauty: Clean color cosmetics brand with a similar 'skin + makeup' positioning and multi-category range (skin tint, serum, mascara, lip). Ilia is the closest direct competitor to Sweed in the premium clean beauty DTC-plus-retail channel, and was acquired by Unilever, illustrating the consolidation path Sweed could face or benefit from.
- Refy Beauty: Cult-favorite beauty brand with clean, vegan, cruelty-free positioning across brow, lip, and complexion. Comparable for premium pricing, social-media-driven awareness, and the brow/lash focus category that overlaps with Sweed's growth serum range.
- Westman Atelier: Prestige clean color cosmetics brand founded by a professional makeup artist, sold DTC and through premium retailers. Comparable for its makeup-artist program (parallel to Sweed's), clean formulation ethos, and premium pricing tier.
Broad incumbents
- Estée Lauder Companies: Multi-brand beauty conglomerate owning several clean and prestige color cosmetics brands (e.g., Tom Ford, Clinique, BECCA alumni) and competing for the same premium retail shelf space. Relevant as the institutional buyer/incumbent that determines Sweed's wholesale economics and category trends.
Others
- Credo Beauty: Not a competitor but a key clean beauty specialty retailer; included as a channel peer because Sweed's placement at Credo is a core part of its distribution and competitive validation, and Credo's assortment defines the clean color cosmetics shelf Sweed must defend.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Sweed Beauty social profiles
Digital presenceSweed Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sweed Beauty leadership team
Management profileNumber of profiles
Profiles1 record
Sweed Beauty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sweed Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sweed Beauty
What does Sweed Beauty do?
Sweed Beauty is a vegan and clean beauty brand that designs, manufactures, and sells makeup and skincare-mimicking beauty products directly to consumers. Its portfolio spans lash, brow, and hair growth serums; face, eye, and lip cosmetics; brushes and application tools; and self-care items such as peptide eye patches. The company sells primarily through its own global e-commerce storefront with multi-currency support, supplemented by premium retail partnerships in North America and Europe.
Is Sweed Beauty a public or private company?
Sweed Beauty is a private company. It is classified as unknown and is currently operating.
When was Sweed Beauty founded?
Sweed Beauty was founded in -1. It employs 11 to 50 people.
How does Sweed Beauty make money?
One revenue line is on record: direct Product Sales.
Who are Sweed Beauty's main competitors?
Direct peers on record are RMS Beauty, Tower 28 Beauty, Saie Beauty, Kosas, Lawless Beauty, Ilia Beauty, Refy Beauty and Westman Atelier. Estée Lauder Companies is listed as a broad incumbent. Credo Beauty is listed as an others.
Does Sweed Beauty have an API?
No public API is recorded for Sweed Beauty.
What industry is Sweed Beauty in?
Sweed Beauty's product category is Clean Beauty Cosmetics. Its primary akta.pro industry code is CRABACAC, Lip Makeup (Lipstick, Lip Gloss, Lip Liner, Lip Stain, Lip Balm-Tint), with a secondary code of CRABAAAI, K-Beauty/J-Beauty & Global Skincare Regimens. Its NAICS code is 456120 and its SIC code is 2844.