Gwen Stefani Launches Beauty Brand

Singer and songwriter, Gwen Stefani, has become the next Hollywood celebrity to venture into the beauty business with the launch of her new label, GXVE.

According to the company website, GXVE (pronounced GIVE) aims to celebrate creativity and individuality and amongst makeup lovers.

“We create looks to express ourselves, learn from each other, and take that with us. That’s the give and take of being a part of this community.”

The launch of the makeup brand is a long-awaited step for Stefani, who has been revered for her looks and makeup aesthetic.

“People have asked me my entire life, ‘What color lipstick are you wearing? That was the number one question I’ve had in my entire career…and I would never tell people what color I was wearing, ever. I don’t know why, but I guess it was probably meant to be that I was going to do this one day,” said Stefani in an interview with WWD.

The clean beauty collection includes lipstick, eye shadow palettes, pencil eyeliner, brow pencils and a skincare oil primer, ranging anywhere from $12 and $48.

The “Hollaback Girl” singer noted that makeup has been a critical component and ritual her entire life.

“There’s nobody else who could come close to being more authentic about makeup than I am when it comes to doing a line because it’s what I’ve been doing my entire life. I’ve always done my own makeup. Even now, still…. It’s part of my ritual. I have to do that to become the person I need to be to get up there and do what I need to do, which is, like, slap people around and give them the best night of their life,” said Stefani.

Prior to launching GXVE, Stefani partnered with various beauty brands, including L’Oréal and Revlon as a brand ambassador. Stefani also created her own collection with Urban Decay’s Wende Zomnir in 2015.

GXVE is available to purchase on its website or at Sephora.

Originally published at https://retailbum.com on March 4, 2022.