Sweed Beauty, originally launched as Sweed Lashes, is the Newcomer Brand of the Year at the Beautyworld Dubai Awards 2026, and the Stockholm born cosmetics brand deserves every cheer! Swedish celebrity makeup artist Gabriella Elio founded it in 2015, and Scandinavian minimalism, often dubbed S-Beauty, guides its high performance approach.
Industry insiders and professional makeup artists rate it highly, and celebrities such as Kim Kardashian and Hailey Bieber admire it. Elio spent upwards of two decades in beauty retail and professional makeup, and she opened her first beauty store in Stockholm at 18. Her own experience of acne and eczema sparked her search for formulas that deliver uncompromised professional results.
The name Sweed is a playful blend of Sweden and Sweet. The brand won early recognition for custom Mediterranean blue round boxes inspired by macarons, and Elio spent nearly three years searching for a manufacturer ready to make those round cases in an industry full of standard square boxes. That patience gave Sweed a signature look that people spot instantly.
Dubai Crowns a Newcomer
The Beautyworld Dubai Awards gala took place on 7 October 2026 at Le Méridien Dubai Hotel and Conference Centre, as the seventh edition of the awards. Organizers call the awards a benchmark for excellence in beauty. A total of 85 finalists competed in 17 categories, and an independent panel of 20 international industry professionals judged the field. The Newcomer Brand of the Year category spotlights new brands making a splash in the Middle East market in the last two years, and Sweed took the crown. Imagine that!
A Stockholm born name known for round blue boxes now holds a trophy from Dubai. Beautyworld Dubai celebrates its 30th edition this year at Dubai World Trade Centre from 6 to 8 October, and it is a trade event, so the people who lead the beauty industry were there to cheer. The fair brings cosmetics and skincare professionals together under one roof, so a win here puts a name in front of decision makers. Sweed now has a trophy to show them. The win comes on a milestone stage, and Sweed owns it.
Sweed Celebrates Natural Skin
Sweed lives by a simple idea: enhance natural features and leave skin glowing and fresh. The goal is a look that says you returned from two weeks away. Think about the best days of your own skin, calm and bright. Sweed aims to bring out that natural brightness every day, and the Scandinavian minimalism behind it keeps routines simple and joyful.
Every product supports that mission, so your own features take the lead and the makeup plays a supporting role. The Scandinavian approach prioritizes performance and lets skin and lashes speak for themselves, and that is why makeup artists love it. It is a joyful message for anyone who loves a fresh face, and a trophy from Dubai shows the message resonates beautifully. A newcomer that celebrates your own skin is a newcomer worth celebrating.
Vegan Formulas for Red Carpets
Every Sweed product is 100% vegan and cruelty free. Those formulas are engineered to meet the heavy performance demands of backstage runway work and red carpet appearances, so professionals can count on them in demanding jobs. Red carpet events and backstage runway work demand flawless results, so reliable formulas are a gift to artists.
The brand keeps showing up in the kits of artists who need results they can trust. Vegan and cruelty free formulas let makeup lovers enjoy beauty that respects animals, and that is a wonderful reason to celebrate this win. High performance and a gentle conscience go hand in hand here, and that combination makes the win in Dubai even sweeter. Elio set out to fill a gap in the market, and this award celebrates the gap she filled so well.
Sweed Cloud Mascara Steals the Show
The eye category is arguably the area of Sweed's biggest splash. Cloud Mascara has reached cult status, and one is reportedly sold every two minutes. This lightweight mascara is made to last all day and creates a fanned out look, and it sells for $30. One beauty editor ranks it among the best mascaras they have ever tried. Sweed has also introduced bronzing and highlighter powders that feature a patented silky formulation. The latest topical hair innovation grows from the success of its cult favorite lash growth products. The brand's roots in lash care show in every eye product, and the new powders and hair innovation prove Sweed loves to grow. Every launch adds another reason to cheer for a newcomer that keeps delivering.
Unretouched Skin Takes the Spotlight
Sweed champions anti Photoshop campaigns that feature unretouched skin of diverse ages, and the goal is to encourage self acceptance. It takes courage to show unretouched skin, and diverse ages deserve to be seen as they are. That honest spirit is a perfect match for an award that celebrates fresh voices. That honest message has helped the brand grow in an organic way, and word of mouth has spread the name far and wide. Dubai has now added its own applause. Cheers to a brand that proves natural beauty is a winning idea. Bravo Sweed! Beautyworld Dubai wraps up on 8 October, and Sweed leaves it as a champion. Congratulations to Gabriella Elio and the whole Sweed team on a win that celebrates natural beauty at its brightest!
