With the launch of her new line of beauty products, GXVE, Gwen Stefani proves the “magic of makeup”.
GXVE — pronounced like “give,” due to the way the star signs her name with just a “G” and an “X” — will be available online March 3, expanding to Sephora on March 10.
The line will launch with eight products priced from $28 to $48, including an eye shadow palette, eye pencil, primer — and, of course, a lipstick inspired by Stefani’s scarlet pout , available in matte, satin and liquid formulations.
All products are vegan, cruelty-free, and meet Sephora’s cleanliness standards.
The “Voice” judge, 52, broke the big news on Instagram Friday with a glamorous video of herself doing her own makeup in 1997, as well as images of her beauty looks while on No Doubt.
Makeup artist Kandee Johnson commented on her Instagram announcement, writing, “Remember when I asked you what you would have been instead of a musician and you said ‘a makeup artist’.”
Stefani told WWD that she previously worked as a makeup artist at a mall while growing up in Anaheim, California, which started her obsession with beauty.
She also said her beauty mark was a long time coming and that was one of the reasons she kept her signature lip look a secret for so long.
“People have asked me all my life, ‘What color lipstick do you wear?’ That was the number one question I’ve had in my entire career…and I would never tell people what color I wore, ever. I don’t know why, but I guess it was probably meant to be that I was going to do that one day,” she shared.
Stefani continued, “Nobody else could be more authentic when it comes to makeup than me when it comes to doing a line, because that’s what I’ve been doing all my life.”
GXVE is launching in partnership with Nikki Eslami, founder and CEO of New Theory Ventures, which, according to its website, “is a transformative and socially responsible venture capital firm created by entrepreneurs in the beauty, skincare people and technology who believe that ‘doing well and doing good’ are not mutually exclusive.
The rock star joins the ranks of other female musicians with their own beauty brands, including Ariana Grande, Selena Gomez and Lady Gaga. Like Gaga, she also had her own residency in Las Vegas.
In the early days of No Doubt, the ska superstar didn’t work with stylists and makeup artists. Instead, she learned to wear makeup for interviews, music videos and performances. And while she often experimented with extreme beauty looks, from blue hair to braces, her bright red lipstick quickly became her signature.
Since her time at No Doubt, she has been known for her entrepreneurial spirit, launching fashion label LAMB in 2004, followed by her first fragrance, L by LAMB, in 2007.
Stefani then cemented her place as a beauty icon as a brand ambassador for L’Oréal, Revlon and Urban Decay, even releasing a limited-edition collaboration with the latter. She has since relaunched LAMB with a line of eyewear.
For fans who have spent years lusting after her perfect red pout, it’s finally time to channel their favorite famous Californian without the guesswork.