LOWD Cosmetics is a Swedish makeup brand founded by makeup artist Felicia Aveklew. LOWD was launched in March 2023 after two years of intensive work.

Each product is carefully crafted by Felicia herself, with a focus on the highest possible quality. What was previously only found in professional makeup artist kits can now become part of your own makeup bag.

We want to inspire creativity and self-expression, while striving to transform the makeup industry from the ground up. Sustainability permeates everything we do, from ingredients and packaging to our marketing.

As an influencer and makeup artist, Felicia tested new makeup products on a daily basis. Yet, there was almost never one product that had it all: good quality, a reasonable price, and an ethical and sustainable focus. She also became increasingly aware of the overwhelming amount of packaging material that was thrown away without any thought for the environmental consequences.

These insights and experiences drove Felicia to start her own makeup brand. By creating LOWD, she was finally able to combine the factors that were important to her: superior quality, reasonable pricing, fair production, and consideration for the environment. The goal of LOWD is to offer products that not only do the job – and do it really well – but also contribute to a more caring cosmetics industry.