Sweed Journal

Interview: Andrea Soriga

Meet our Sweed friend, Andrea Soriga! A Milan-based celebrity hairstylist and beauty icon, Andrea shares his expertise and creative vision with a growing community of hair lovers worldwide through Instagram.  We had the honor of celebrating The Hair Serum launch in Milano with Andrea, hosted by our friends at Sant Ambroeus Milano, and took a moment to catch up with him while he shared his beauty secrets. Shop Andrea's favorites Sweed products here. WHEN DID YOU STARTED AS A HAIRSTYLIST? I started working as a hairstylist ten years ago in my hometown, Cagliari. I’m from Sardinia. MOST SPECIAL MOMENT OF YOUR CAREER? The moments I remember most from my career are definitely the Sanremo Music Festivals, which I hold very close to my heart, and the MET Galas, which were truly special experiences. FAVORITE SWEED PRODUCT? My favorite product before this new launch used to be the Eyelash Serum, but it has definitely been surpassed by the new Hair Serum.     FAVORITE LOOK TO DO? Among my favorite looks is a sleek bun or a ponytail. I love creating super neat, tightly pulled-back buns because I think they make the face look more angelic, clean, and lifted. I also really enjoy doing big blowouts. BIGGEST HAIR TREND AT THE MOMENT? One of the current trends I absolutely love is, without a doubt, light, natural movement, soft waves. To make the look more special, I like adding a styling product that gives it a slightly wet finish. I also really love the bob, a shorter haircut. ANY ADVICE FOR ASPIRING HAIRSTYLISTS? The advice I would give to anyone who wants to start this profession is to do it with passion and perseverance, to study hard, to stay dedicated, and never feel completely satisfied, because you should always keep chasing improvement and success. Nothing comes without at least a bit of effort.   Shop Andrea's favorites Sweed products here.

Interview: Tobi Henney

Meet our Sweed friend, Tobi Henney! A celebrity makeup artist behind memorable looks for icons like Barbara Palvin, Diane Von Fürstenberg and many others. Her work has been seen on the red carpet and at the MET Gala. With her signature glow and modern, effortless aesthetic, she captures the essence of contemporary beauty. Shop Tobi's favorites Sweed products here. HOW LONG HAVE YOU WORKED AS A MAKEUP ARTIST? “I've been a makeup artist now for 16 years and I've worked internationally for about the last 10 years.” WHAT ARE YOUR FAVORITE SWEED PRODUCTS? AND WHY? WHERE ARE YOU BASED? “I'm currently based in the US and I work all over the world actually. I'm often flown to Europe and I was flown back to my home country of Australia last year for a job, but I honestly am open to clients booking me anywhere right now and I'm just really enjoying all the opportunities that come my way.” FAVORITE MAKEUP LOOK? "I just got back from Paris Fashion Week and one of my favourite looks that I created was on Barbara Palvin for the Balenciaga show and it was a beautiful metallic brown liner look, and I know there's a shade called Golden Beetle in the Sweed line and you can use it to recreate the look." FAVORITE BEAUTY HACK? “My favourite beauty hack is to create glass-like skin, and by doing that you really wanna create hydrated base and then you want to dust over the foundation. Just very thinly and then you can really just press the product into the skin and the skin will look supernatural and glowing and gorgeous. And I feel like when your skin looks amazing and glass-like, everything else is going to follow.“ TIPS FOR MAKEUP LOOKS ON MATURE SKIN? “So I have a lot of mature age clients, everything from 40s to 80s, and I really like to keep the blush super high on the face. And I try and create like a triangle shape, so just on the top here, across the cheekbone and then up into the temple, and what that does is it really lifts the face and it gives a more youthful appearance.” ANY ADVICES FOR ASPIRING MAKEUP ARTISTS? "If you're an aspiring makeup artist now the. Internet is the best way to get your work across to people from all different countries and different age groups. So I highly recommend collaborating with other creatives and creating beautiful content that you're really proud of and practising. Practise makes perfect, and trying to work on different skin tones, different skin types, different age groups. And I actually got the best practise from working on weddings because when you're working on weddings, you have to do all different types of skin and you're under pressure, you have to work quite fast and it can be highly stressful, and once you get those practises under under your belt, then you can really become a very skilled and experienced makeup artist."     Shop Tobi's favorites Sweed products here.

INTERVIEW: ELISA MAINO

Meet our Sweed Muse, Elisa Maino. Get to know the Milan-based fashion and beauty icon with over 6M followers on TikTok and learn more about her beauty philosophy and favorite Milan-spots! Köp Elisas favoritprodukter här. WHAT IS YOUR BEAUTY MOTTO? My beauty motto is definitely “Less is More”. I prefer to choose just a few products, but the right ones—essential items I always have with me in my routine, whether I'm at home or traveling. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? Definitely a good lip combo—they’re always in my bag. I can’t live without them!   WHAT'S YOUR BEST BEAUTY HACK?  It’s definitely important to prep your skin well with a good skincare routine before applying makeup, because that already makes up 50% of the result. WHAT ARE YOUR TOP 3 SWEED PRODUCTS AND WHY? WHAT ARE YOU MOST EXCITED FOR THIS YEAR? This collection launch was definitely a major goal for me this year. It’s a collaboration that came together very naturally, starting as a personal relationship before becoming a professional one. Who knows—maybe there’ll be a part two. I truly hope people will love it as much as I do! WHAT MAKEUP TREND ARE YOU OBSESSED WITH RIGHT NOW? Right now, I’m really into Soap Brows. Brushed, perfectly groomed brows that stay in place all day.   WHY IS CLEAN BEAUTY IMPORTANT FOR YOU? For me having beautiful skin is super important! Taking care of yourself not just for aesthetic reasons, but also for something more personal. Because real wellness starts from within and that means having clean, healthy, well-cared-for skin. WHAT ARE YOUR TOP 3 FAVORITE RESTAURANTS IN MILAN? Numero Uno – for an amazing, easily digestible pizza. I highly recommend one with prosciutto and burrata on top! Delicious! Then my favorite sushi place is called Miyabi. If you want super unique rolls that melt in your mouth with a really interesting mix of flavours, you absolutely have to go. The location is also stunning! And to give you a more traditonal Milanese option, Trattoria Madonnina! Is beautiful because it has a super cute and simple outdoor seating area. Perfect for when you're craving a quick meal but in a magical and typical Milanese setting.  If I had to choose a salad place with healthy, balanced, and of course Instagrammable dishes, I'd say Lùbar. It's amazing!  Köp Elisas favoritprodukter här.

INTERVIEW: PATI DUBROFF

Meet the makeup legend and Sweed friend Pati Dubroff! Pati have painted iconic looks for almost 40 years and have celebrity clients such as Margot Robbie, Kirsten Dunst, Sofia Richie and the Olsen sisters to name a few. Pati’s makeup looks are some of the most copied ones in the industry. We had the honor to have her with us during our Turtle Expedition in Costa Careyes, Mexico. We chatted about her best beauty tips and she shared her inside guide to her favorite spots in Los Angeles. Köp Patis favorit Sweed produkter här. YOUR BEAUTY MOTTO? Be confident in who you are and highlight what you think is your best quality. Don't try to erase things. IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? I would be a chubby lip crayon that I could use on my lips and my cheek—I love multitasking. Le Lipstick - 90’s Model, it's kind of amazing, kind of everything. WHAT WAS YOUR FAVORITE ACTIVITY ON THE SWEED TURTLE TRIP? Baby turtles and the sound healing were truly special. That place! WHERE’S YOUR HAPPY PLACE? I mean, look at this place! I think I’ve found my happy place here in Costa Careyes. India is also my happy place. I believe it’s so important to travel—to expand your mind and heart through new experiences. If you have the opportunity to travel, go for it. Always keep an open mind and heart, and be receptive to other cultures. It truly fills you in a way that's magical. YOUR TOP 3 SWEED PRODUCTS AND WHY? WHAT’S YOUR FAVORITE LOOK YOU EVER CREATED? I’ve been really lucky to work on some iconic photo shoots, magazine covers, and red carpets. It’s hard to choose a favorite! But I think the most memorable body of work for me was the Barbie press tour. WHAT'S YOUR BEST BEAUTY HACK? Köp Eyelash Curler här. WHAT’S YOUR FAVORITE SPOTS IN LA? I live on the east side, so I'm an east side kind of girl. I love a restaurant called All Time, and you can go there all the time. It’s great for breakfast, lunch, and really magical for dinner. Mozza Osteria has been one of our favorite spots for years. When I go hiking in Griffith Park, there's a place called The Trails Café where I often stop for coffee. There's also a beautiful lake in the Hollywood Hills, not many people know about—Lake Hollywood. It's a reservoir, and there's a fantastic walk or bike trail around it, plus it's a great spot to see the Hollywood sign. Köp Patis favorit Sweed produkter här.

INTERVIEW: KATE HUTCHINS

Meet our Sweed friend, Kate Hutchins! A London-based fashion and beauty icon, Kate shares her elegant lifestyle and passion for professional horseback riding with 1.6 million women worldwide through Instagram, TikTok, and YouTube. We had the honor of having Kate as a guest on our Turtle Expedition to Costa Careyes in Mexico and took a moment to catch up with her while she shared her beauty secrets. Köp Kates favorit Sweed-produkter här. WHAT WAS YOUR FAVORITE ACTIVITY ON THE SWEED TURTLE TRIP? My highlight was the Turtle Release. It was such a magical and really moving experience. Seeing how small the turtles are and seeing them going to the big wide world, was so touching. Something I'll never forget.  WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR? I have been working on a secret project that involves horses. It has been the most challenging thing I've ever done. I can't wait to share more about the project later on this year! WHAT ARE YOUR TOP 3 SWEED PRODUCTS AND WHY? 1. I love the Eyelash Growth Serum, because it made my lashes so long, thick and healthy. 2. Close contender is the Lash Lift Mascara. It gives you so much definition and length on your lashes. I have it in the dark brown color because I think it's a lot more soft on my face and I really like that. WHAT'S YOUR BEAUTY MOTTO?    That your "beauty comes from within". If you are a happy and kind person, I think your beauty really shines out. WHAT'S YOUR BEST BEAUTY HACK? The uglier you go to sleep, the prettier you wake up. Slather on all of those creams, do your slugging and put your hair in the heatless curler. Then you wake up ready for the day and looking fresh and glowy. HOW DO YOU STYLE YOUR HAIR? I use the Maria Nila - Sea Salt Spray! It's incredible. Because when you're in a hot environment like this, it gives you that extra texture and that gorgeous beachy look! IF YOU WERE A BEAUTY PRODUCT, WHAT WOULD YOU BE? I would be the Miracle Powder. Because it's easy, clean and practical. It gets the job done, and it's also one of my favorite products!  WHERE'S YOUR HAPPY PLACE? In the saddle! So the fact that we got to horseback ride on this trip was my dream come true.  WHAT'S YOU FAVORITE DATE NIGHT SPOT? Dinings in Marylebone, it's very cute and cozy and not very fancy, but the food is SO good! WHAT PLACES DO YOU LOVE GOING TO ON THE WEEKENDS IN LONDON? On a Saturday, I love to meet up with my girl friends, we have a walk down the Kings Road, look at the shops and then get brunch at Colbert on Sloan Square. YOUR FAVORITE SALADS BAR AND PILATES IN LONDON? This is a takeaway, The Salad Project. It's so good. You get to choose your base and the sides, I just love it! I get it about 3 times a week. I also love a Sunday pilates session at Pilates In The Clouds, which is in Notting Hill.  Köp Kates favorit Sweed-produkter här.  

Interview: Anine Bing

  Get to know the power woman, founder and Sweed Friend Anine Bing. Since launching the fashion brand that bears her name in 2012, Anine Bing has captivated women around the world with her effortlessly chic, rock’n’roll-inspired designs that balance Scandinavian minimalism with Los Angeles edge. Köp Anines favorit Sweed-produkter här. WHAT'S YOUR TOP 3 SWEED PRODUCTS AND WHY? The Eyelash Growth Serum is my number one without a doubt. I am obsessed. Also I'm in love with the Cloud Mascara and the Air Blush Cream in shade Lucky. But honestly, all the products are so good, it's hard to choose only three! Köp Eyelash Growth Serum här.  WHAT'S YOUR FAVORITE BOOK? The Power Of Now by Eckhart Tolle. I read it for the first time 10 years ago and now again this summer. We all live such busy lives and forget to actually be present in what we do and in each and every moment, so this book is a beautiful reminder to stop and appreciate the life around us. WHAT'S YOUR BEAUTY MOTTO?      Less is more. I love dewy, glowy skin, a pink blush and a tiny bit mascara and I'm out the door. WHAT'S YOUR BEST BEAUTY HACK? Best beauty hack is celery juice or lemon water in the morning. It works wonders for the skin but also my body. I also make sure to get 8-9 hours of sleep. I go to bed before 10 PM most nights. WHAT ARE TWO THINGS YOU CAN'T LEAVE THE HOUSE WITHOUT? I never leave the house without my Sweed blush and of course my Anine Bing sunglasses.  Köp Anines favorit blush här. WHAT'S YOUR HAPPY PLACE? Home. I love being home. We live in beautiful Montecito and just love our house, the beach and nature close by and the peaceful energy I'm surrounded by here. I don't take any of it for grated and am just so grateful for the life we have built. Beautiful Montecito, California.   HOW DO YOU RECHARGE AND GET ENERGY? I love doing hot yoga, hiking or sometimes I recharge by just laying on the couch watching a movie and eating my favorite candy. Life is all about balance :) I also love singing and writing music. That always fills me with joy and new energy after a stressful time. WHAT IS THIS CHAPTER IN YOUR LIFE ABOUT? Balance. I am hoping to find more balance after 12 intense years of building a company while raising two kids, so that is my goal for the year ahead. BEST BUSINESS ADVICE? Stay true to yourselves and your own vision. Roll up your sleeves and get to work as success doesn't happen overnight. And most of all stay humble. Anine Bing store in Melrose, Los Angeles. WHAT DOES A TYPICAL TUESDAY LOOK LIKE FOR YOU? I always start my day with breakfast with the family. Then I drop the kids off at school and my day gets busy with zoom meetings, answering emails, doing design research etc. I work from home most days but go into my office once a week where I meet with my different teams. I spend most of my time in the design studio and everything creative. I also do weekly meetings with my executive team who update me on how the overall business is doing, where we are opening stores next and we brainstorm what's next for Anine Bing. Other days I'm on photo shoots. We recently shot Kate Moss which was a highlight for sure. I feel very grateful I get to do what I love. In the afternoons I hang with the kids, have dinner with the family and then I catch up on a bit more work when they are asleep. Köp Anines favorit Sweed-produkter här.