Sweed Beauty has quickly become one of my favorite makeup brands! I recommend Sweed’s Cloud Mascara all the time, and when I updated my tips for longer, thicker eyelashes, the Sweed Eyelash Growth Serum became my top lash serum pick.

I’m sent new products from PR lists multiple times per week, so to say I’ve “tried it all” is an understatement. So when I find myself at Nordstrom before a trip to buy more Sweed mascara, I know it’s a “holy grail” product.

👉 Use code ELIZABETH-20 for 20% off at the Sweed website.

Sweed is a Swedish makeup brand started by Gabriella Elio, a professional makeup artist with more than 20 years of experience. Everything they make is vegan and cruelty-free, and their mascaras and lash serum have picked up a handful of beauty awards. I’ve tried all of their products and here’s what I recommend. And yes! I got us a Sweed discount code

Why Sweed Earned a Spot in My Routine

I’m picky about anything that goes near my eyes. I had lash extensions once and won’t do it again, and I won’t use a lash serum made with prostaglandin analogs (the type of ingredient in Latisse). They can make your eyes red, and longer-term use has been linked to losing some of the fat around your eyes, which can leave them looking sunken (eye doctors call it prostaglandin-associated periorbitopathy). Sweed’s serum is completely free of them, and that’s the first thing I look for in a lash serum.

I’ve used the Sweed Eyelash Growth Serum for about two years. After three weeks, I noticed my lashes were longer and fuller. Now I use it off and on throughout the year, and it’s the only lash serum I’ll use.

Sweed Eyelash Growth Serum: My Top Lash Serum Pick

The Sweed Eyelash Growth Serum is the first lash serum I recommend, with Vegamour as my second choice. It’s a vegan formula made with peptides, biotin and panthenol (vitamin B5), along with keratin and pumpkin seed oil.

Here’s how Sweed says to use it:

• Start with a clean, dry, makeup-free upper lash line.
• Swipe one stroke just above your upper lashes, from the outer corner to the inner corner. Skip the lower lash line.
• Let it dry for 2 to 3 minutes before you add other eye products or lie down.
• Use it nightly for 4 weeks, then 2 to 3 times a week to maintain your results.

Sweed says you’ll see results in 4 to 6 weeks. If you stop using it completely, your lashes go back to their natural look in about 4 weeks, which is why that maintenance step matters. The 3 ml bottle lasts about three months and the 5 ml bottle lasts about five months when you use it as directed.

Sweed Cloud Mascara

The Cloud Mascara wand is designed to separate every lash from root to tip for volume and length at the same time. The mousse-like formula is flake-free and smudge-proof, with panthenol (vitamin B5) to condition your lashes. It’s water-resistant but not waterproof, and it comes in Black and Dark Brown.

Sweed also makes a Lash Lift Mascara with the exact same formula and a skinny wand. The only difference is the brush. Cloud is the one for big volume, and Lash Lift is for lift and definition at the roots.

I wear the Dark Brown every day. It’s almost black but not as harsh, and if you’re fair to medium, I think it looks better in the daytime. I also have the Black, and I save it for a more glam look with eyeliner when I’m going out.

Sweed Miracle Powder

I also love the Miracle Powder. It’s a loose mineral powder foundation that gives your skin a soft, blurred look with a natural glow, and it feels light on your face. You can wear it on its own or dust it over foundation, and it’s easy to build up if you want more coverage.

It’s made in Korea with a clean formula that’s free of talc and bismuth oxychloride, and it has vitamin C and antioxidants. It comes in seven shades, from Fair to Deep, and it won Best Powder Foundation in Cosmopolitan’s 2026 Holy Grail Awards.

A Few More Sweed Favorites

If you’re putting together an order, these two are worth a look:

• Glass Skin Foundation: A light, fluid foundation with a silky texture and medium coverage you can build up. Sweed says it works for both dry and oily skin, and Forbes named it the best skin tint for combination skin in 2026.
• Peptide Ice Eye Patches: Hydrating gel patches for under your eyes, 30 pairs per jar. Sweed designed them to cool and refresh tired eyes.

What Makes Sweed Different

Sweed’s whole idea is clean formulas with professional performance. A few more things to know before you order:

• Every Sweed product is vegan and cruelty-free.
• The lash serum is free of prostaglandin analogs.
• Sweed has a US warehouse in California, so US orders ship domestically with no customs fees or duties.
• Shipping is free on orders over $50.

Common Questions About Sweed

Is the Sweed lash serum safe?

It’s vegan and prostaglandin-free, which is a big reason it’s my pick. Sweed recommends a patch test first, applying it only along your top lash line, and starting every other day for the first week if you have sensitive eyes. If you’re pregnant or nursing, Sweed says to check with your healthcare provider before using it.

What’s the difference between Sweed Cloud Mascara and Lash Lift Mascara?

Same formula, different brush. The Cloud wand builds volume and length, and the skinny Lash Lift wand grabs lashes right at the roots for lift and definition.

How long does Sweed take to ship in the US?

Sweed ships US orders from its California warehouse, and standard delivery takes 2 to 5 business days.

Does the Sweed discount code work on mascara?

Yes. ELIZABETH-20 works at sweedbeauty.com, including on the Cloud Mascara, the Eyelash Growth Serum and the Miracle Powder.

Sweed Discount Code

👉 Use code ELIZABETH-20 for 20% off at sweedbeauty.com.

If you’re building a lash routine from scratch, I’d start with the Eyelash Growth Serum at night and the Cloud Mascara during the day. Give the serum the full 4 weeks before you decide how you feel about it. And if you want an easy base for your makeup, add the Miracle Powder.