SWEED Professional Lashes was founded by make-up artist Gabriella Elio. Her aim was to develop fake lashes with a natural-looking effect that can be worn during the daytime. The vegan hair used is of the highest quality, handmade from sterilised real human hair. SWEED lashes boast a transparent cotton band that ensures the highest possible comfort and fits any eye shape, seamlessly blending into the natural lashes.

The word SWEED is a play on "sweet" and "Sweden", the founder's native country. "Sweet" refers to the pastel-coloured boxes housing the lashes which are reminiscent of sweet macaroons.