Smashit Cosmetics

Smashit Cosmetics is an independent Swedish cosmetics company founded in 2009 by two makeup artists [1]. It develops and sells makeup, along with a smaller range of skincare and application tools, and positions itself around vegan, cruelty-free formulas that suit sensitive skin and eyes. The brand remains active, sold through its own webshops and a number of Nordic beauty retailers.

Its first product was an organic foundation, which the company describes as award-winning and credits as the launch that established the brand [1].

According to Smashit Cosmetics, the company was started in 2009 by two makeup artists in Sweden [1]. The founders are not publicly named in available sources. Its Swedish origin is corroborated by third-party reviewers and retailers, including a beauty blogger who identified it as "a Swedish brand called Smashit Cosmetics" [4], and by a vegan-focused retailer that repeats the same 2009 founding account [3].

The company's stated starting point was a single organic foundation. Smashit describes this first product as award-winning and says it quickly became popular, which the brand frames as the foundation of its later range [1]. No independent record naming a specific award could be confirmed.

Smashit Cosmetics develops and sells cosmetics and related tools, and says its range is continuously expanded. The assortment centres on makeup: face products such as foundations, powder, blush and concealers; eye products including mascara, eyeshadows and false eyelashes; lip products; and application brushes. A smaller skincare offering sits alongside the makeup [1].

The organic foundation remains the brand's signature product and the item most often singled out in third-party coverage. A 2019 review by the Swedish blog Daisy Beauty tested the foundation in the shade "toast" and a 20-colour eyeshadow palette, describing the foundation favourably after initial skepticism [4].

The company emphasises quality and broad suitability. Smashit says its products suit most people, including those with sensitive skin and eyes, because they are gentle on the skin, cause no redness and do not irritate the eyes [1]. It states plainly that its products are not tested on animals [1]. The brand's international site uses the tagline "Vegan Friendly Cosmetics" [5].

This positioning is reinforced by where the brand is stocked. The Nordic retailer Lyko lists Smashit products with attribute labels including eco, vegan, paraben-free, perfume-free, silicone-free and sulfate-free [2], and the brand is also carried by explicitly vegan-focused shops [3]. These labels apply at product level rather than as formal brand certifications; no third-party certifications are documented in available sources.

Smashit Cosmetics operates on a multi-channel model. It sells through its own Swedish site and an international webshop, the latter offering international shipping, and is stocked across several Nordic online beauty retailers, including Lyko [2]. A 2019 third-party review confirms the brand was actively distributing in Sweden by that point [4].

The brand is active. It maintains an official Instagram account and continues to be stocked by Nordic retailers such as Lyko, and its international webshop remains live. At the time the sources were gathered, that international .com site returned an expired TLS certificate, a minor upkeep signal, but the brand's social and retail presence indicate it is neither dormant nor defunct.