SWATI

SWATI is a Swedish beauty brand built around coloured contact lenses, sold under the tagline "The Most Natural Looking Lenses." It was co-founded by Indian makeup artist Swati Verma and Swedish entrepreneur Vishal Nanda, and describes itself as "Swedish at heart, but with a global perspective," with its headquarters in Stockholm and additional offices in Dubai and New Delhi [3]. Alongside lenses, the company sells false eyelashes, lash and brow products, and lens-care accessories.

The brand remains active. Its most recent product launch, two new lens shades called Emerald Dark Green and Amber Brown, was announced in October 2025 [4], and it lists distribution across Sephora in Scandinavia and India, NK Sweden, and Boots and FACES in the UAE.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

SWATI grew out of the founders' personal story. According to the company, Vishal Nanda noticed that Swati Verma's eye colour seemed to shift with her mood, and learned she was wearing coloured contact lenses. Verma, who initially doubted that dark brown eyes could be enhanced with colour, set out to create lenses that looked natural. In Vogue Scandinavia she recalled drawing the designs herself: "I wanted them to be as natural as possible, I drew the designs myself taking into consideration the natural wearer's eye colour" [8]. The two developed prototypes over roughly two years before bringing the brand to market.

The corporate entity behind the brand is registered in Sweden as SWATI GROUP AB.

The core range is coloured contact lenses, offered in six-month, one-month and one-day (daily disposable) formats and organised by colour family across blue, brown, green and grey shades. Named lines include Jade, Aquamarine, Honey, Olivine and Emerald. The company also sells false eyelashes, lens-care products, and lash and brow items such as the Onyx Lash Booster Mascara and the Tourmaline Lash+Brow Booster Serum.

The lenses use what a review by the beauty blog Dolce Vanity described as "Layered Lens Technology," which keeps the colour design "sandwiched between two layers of the lens material" [9]. Vogue Scandinavia noted that the lenses are designed in Sweden and described them as CE-approved.

The company states that all its products are "ethically and sustainably manufactured and are 100% vegan and cruelty-free" [6].

SWATI positions coloured lenses as a fashion accessory and an extension of eye makeup rather than a novelty. According to the brand, "Beauty has no set standard, we believe it should have no boundaries," and its stated mission is to develop products that let customers express their own kind of beauty free from norms, gender or genetics [2]. Company messaging draws on what it calls Scandinavian values and frames the product as everyday self-expression: "Just like you match your clothes with your shoes, bag, lipstick etc, you can now do the same with your eyes too" [6].

At the Global Makeup Awards Scandinavia 2021, SWATI won six awards, among them Best Vegan Beauty Brand and Best Eye Product for its six-month coloured lens range [5]. The brand has also been featured by Vogue Scandinavia, which covered the founders' story and named Swedish reality-television personality Bianca Ingrosso as a fan [8].

SWATI is active. The company reports consistent product launches, most recently in October 2025 [4], and points to a series of retail milestones: a 2021 launch at the Nordiska Kompaniet (NK) department store in Sweden [6], and a February 2025 entry into Sephora India, where it launched as the sole contact-lens brand across ten store locations and online [7]. The brand maintains a presence on multiple social platforms and lists offices in Stockholm, Dubai and New Delhi.