Tips From A CEO
Gabriella is the Founder and CEO of Sweedlashes. A Swedish luxury beauty brand who’s famous lashes have been worn by the likes of Kim Kardashian, Hailey Bieber and loved by many beauty profesionals. Gabriella’s award winning mascara was named “Mascara of the Decade” by Styleby. I’ll be asking Gabriella some questions on how she got into the beauty industry and some of her best beauty tips.
How did you start your career in the beauty industry?
I started with doing a two week internship in a popular beauty store and the rest is history. I fell in love with making other people feel better and more happy with themselves.
What made you start Sweedlashes?
By the time I started I felt like there weren’t any lash brands that offered natural looking lashes for someone who was buying their makeup at Chanel or Laura Mercier and are looking for a more subtitle type of lash. It was also annoying by that time that all lashes on the market had a very inconsistent quality. So my goal was to create my won collection of lashes who all would be easy to use and with supreme quality. I spent 2-3 years on finding and designing this cute round classic Sweed box since it didn’t exist in the market by that time. I felt we really had to have a round box to distinguish Sweed from the other lashes that was on the market since we were very different.
Your Lashes have been worn by the likes of Kim Kardashian, Hailey Bieber and Victoria secret model, Joan Smalls. Did you ever envision your lashes being so successful?
Not at all really! Even though it’s a lot of celebrities wearing Sweed frequently, it’s the person behind the makeup that inspirers me most. I’m fascinated by different makeup artists beautiful work and it makes me really proud that they choose to use Sweed on their clients. That’s the best approval a brand can get in the industry. When top professionals are using your brand.
You’ve just received an award for mascara of the DECADE by Styleby! What makes your Pro lash lift mascara so unique and loved by so many in the beauty community?
I think the comb-like brush is unusual by it looks and creates magic with your lashes. It comes 30% closer to the roots than any other mascara and lifts them up. The result is a wow-effect for super long and lifted lashes.
What advice would you give to someone starting there own Beauty line or company?
I think it’s important to have your own style and add something valuable to the beauty industry that isn’t there yet. To create products that are too mainstream doesn’t make me the least curious at all. You need to have a strong identity and that little extra to shine through.
What advice would you give to your 18 year old self?
Stay away from sun beds for sure. I was tanning too much and it’s something I regret today.
What does Sweed Lashes have in store for 2021?
We are going to launch new products for the eye category.. that’s all I can say for now.
What are 3 products from SweedLashes you can’t leave the house without?
I use our Lash growth serum every night in order to keep my lashes in a good shape with extra length and volume.
The Bright pencil inside the waterline to open up and enlarge the eyes, and the Dusty Brown as an eyeliner to create a soft smudgey vibe.
And of course our Lash Lift mascara to finish up with!
Testing The Growth Lash Serum
I was super excited to be able to try the SweedLashes growth lash serum for myself. After seeing my results in 7 weeks, I couldn’t wait to share my thoughts with everyone. To watch my lash growth journey watch my latest video.
