Beauty is not about looks. Beauty is about self expression. Being proud of everything that’s you. Showing all sides of your personality. All the facets. All the nuances. Because true beauty has no set standard. Only the empowerment to change at will. From Hollywood starlet to natural beauty and back again. Breaking free from norms and boundaries. Free to wear what you feel. To be your own kind of beautiful.
The story of SWATI starts with two people falling in love. Vishal Nanda meets Swati Verma. Boom. Like all great love stories, it transcends borders. Vishal is an experienced Swedish entrepreneur, Swati a well-known Indian makeup artist. He’s struck by her appearance and how it changes with every mood and occasion. A natural beauty one day. Dressed to impress the next. Yet she always looks like herself. Confident. Stylish. Remarkably enough, even her eyes seem to change. From bright to dark and back again. He asks. “Cosmetic lenses,” she replies smiling. The rest is, as they say, history.
Because beauty has no set standard, we believe it should have no boundaries. That’s why we’re on a mission to develop products that allow you to express your own kind of beauty. Free from whatever ideals or limitations that norms, gender, and genetics try to impose on you. Swedish at heart, but with a global perspective, we’re on a relentless pursuit of style, safety, and ease-of-use. You shouldn’t have to wonder about how to use our porducts. Only how wearing them will make you feel.