Gwen: Forbes
The Story Behind Gwen Stefani’s New Makeup Line, GXVE Beauty
Gwen Stefani has never been shy about her love of makeup. The three-time Grammy-award-winning singer and songwriter has long been known for her signature winged eyeliner and bold, red lip, and in many ways, the iconic look is what helped her stand out early in her career. Now, it’s officially part of her career, thanks to the recent launch of her new makeup line, GXVE Beauty.
“GXVE has been over three years in the making, but I feel like I’ve been preparing for this moment my whole life,” Stefani explains. While most of the world may have only been introduced to her makeup skills in the late 1990s, though, her affair with beauty actually began much earlier. “I was a makeup girl behind the counter for Borghese and Ultima II,” she says of her high-school job at the Plaza Sportswear mall in Anaheim, California. “I had no training; they just opened it up and told me to make a display, and I was like, ‘Really? I’m in here now?’”
And as she broke into the music scene and joined No Doubt, the band with whom she would soon see her first success as a vocalist, Stefani’s time behind the counter proved invaluable. Unlike other musicians, she didn’t opt for some celebrated makeup artist to help get her ready for each show; instead, she did her own makeup for every performance while touring with the band.
But even as her beauty looks became synonymous with her identity—on stage and off— it never occurred to Stefani to pursue it as a business, even as she debuted clothing lines L.A.M.B. and Harajuku Loves, broke into acting, and lent her face to several beauty brands as an ambassador. In fact, it wasn’t until 2016, while going through a divorce and the challenges that come with it, that the singer started to consider launching her own makeup brand.
“I wanted to pick up the pieces when my life and my family fell apart,” she recalls. When it came to find that next big project and her next chapter, Stefani knew it had to be something she felt incredibly passionate about, and soon enough, the answer was clear.
GXVE Beauty is built upon her lifelong love of makeup, and from the name—a twist on the way she signs her name: “G” for Gwen and then “X” for a kiss—to the long-lasting, bold hues, the brand feels quintessentially Stefani. But more than that, it’s designed to share the magic of makeup with the world. “The products not only look beautiful, but they perform and feel great while you wear them,” the founder says. “GXVE is for this amazing community of makeup lovers who find inspiration and confidence in the makeup looks that they create and share them with the world.”
The brand, which launched at Sephora and on its own site in early March, features eight product categories: eyeshadow quads, gel pencil waterproof eyeliners, ultra-fine brow pencils, sculpting eyebrow pencils, a hydrating face oil, a liquid matte lipstick, a satin lipstick, and a matte lipstick. Prices range from $21 to $48, and the makeup boasts totally clean ingredients.
“I look at GXVE in the same way an artist looks at their color palette—every product puts artistry into your hands,” Stefani says. “Everyone should have the ability to enjoy bold, clean makeup and feel great about themselves. That’s what I hope GXVE is for everyone.”