Gwen Stefani on Why Her New GXVE Beauty Line “Is Not Another Celebrity Brand”
Priced from $21 to $48, the vegan and cruelty-free line is now available online and landing at Sephora's shelves March 10.
Plus Icon
Danielle Directo-Meston
E-Commerce Editor
More Stories by Danielle
- You Want Those Tattoos From ‘The Bear’? Call Benny Shields
- The Best 4K Smart TVs for Watching Live Sports
- Best Face Forward: Hollywood’s 20 Best Skin Secrets & Beauty Biohacks
March 4, 2022 3:35pm
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
Add us as a Google Preferred Source
Courtesy of GXVE Beauty
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
Gwen Stefani is translating her trademark Old Hollywood-inspired style into a new beauty line.
The singer (who tied the knot with fellow judge Blake Shelton last year) and fashion icon yesterday unveiled GXVE by Gwen Stefani, a clean, vegan and cruelty-free brand of cosmetics and skincare. She announced the line, pronounced “give,” last week on Instagram and debuted the label at a private event in her hometown of Anaheim, where she took over family-owned Italian eatery Mama Cozza’s (“my parents had their first date at this restaurant,” she revealed) and serenaded Los Angeles beauty editors with a four-song set that included “Underneath It All,” “Just A Girl,” “Don’t Speak” and “Hollaback Girl.”
Related Stories
Ganni and Lululemon Blur the Lines Between Fashion and Fitness With an '80s-Inspired Collection
Ugg Continues Its High-Fashion Push With JW Anderson's New Loafer-Inspired Collection
Priced from $21 to $48, the label comprises transfer-resistant, long-wear matte and satin lipsticks in Stefani’s signature red; 24-hour waterproof gel eyeliners in matte black and metallic blue finishes; a four-pan eyeshadow palette in four color collections (matte neutral, rich golden bronze, rose gold and matte smoky); double-sided brow pencils with sculpting brushes in six shades; and a hydrating makeup primer oil infused with soothing meadowseed oil.
Courtesy of GXVE
At Thursday’s launch party in Anaheim, Stefani explained, “This is not another celebrity [brand] — I’m not a celebrity, I am me, from Anaheim. … I was obsessed with makeup my entire life. When I was a little girl [my girlfriend’s] mom had a shit ton of makeup! I’d be like, ‘Tell your mom we want to play with her [Mary Kay] makeup.’ Then I went on to be a makeup girl behind the counter for Borghese and Ultima II [with] no training, they just opened it up and said, ‘Make a display,’ and I was like, ‘Really?'”
The cosmetics are a testament to Stefani’s decades of being her own makeup artist during her No Doubt days and as a performer in need of stage-ready cosmetics — so don’t be surprised if she sports her shades at her March 15 show at the Houston Livestock Show and Rodeo. (Her social media post included a video of her getting dolled up before a concert.) The full-coverage lipsticks deliver a high pigment payoff on every skin tone and won’t smudge — especially not on microphones — while eyebrow pencils boast a sweat- and budge-proof formula and a unique chisel tip that makes for effortless filling and shaping.
Since her mall makeup artist days, Stefani would go on to be tapped as a global ambassador for L’Oréal, Revlon and Urban Decay.
“The thing is, I don’t know why I didn’t do this sooner, but I didn’t know it was a thing you could do back in those times, like in the ’90s, we did music, and we did that for nine years before we were on the radio,” said Stefani. “We were never trying to do anything, we were just being who we were. And that’s kind of the same with this, except for I have all of that behind of me and all of that experience and all of that truth and passion.”
Stefani began developing the brand four years ago with New Theory Ventures, the venture capital firm helmed by Nikki Eslami, the founder of Bellami hair extensions. The No Doubt frontwoman has been heavily involved in building the company, including attending every product development meeting.
It was also important to the longtime vegetarian (who has been meat-free since the age of 12) to incorporate as many eco-conscious elements as possible, such as kraft cardboard packaging made from recyclable materials, recyclable components when possible and refillable options.
GXVE is Stefani’s next big entrepreneurial step. The singer launched her luxury fashion label L.A.M.B. (which now focuses on sunglasses) in 2003, accessories and fragrance brand Harajuku Lovers in 2005 and an affordable optical frames line GX by Gwen Stefani in 2014.
“This feels [like] definitely the next chapter of my life,” Stefani shared at her private celebration. Referring to her much-publicized divorce from Gavin Rossdale, she revealed, “I’ve prayed about this, I’ve wanted to pick up the pieces when my life fell apart, when I had my thing that everybody knows about, I don’t like to say the word. That unexpected tragedy a lot of beautiful things came out of that, as they can if you work hard and you pray and you want that.”
See all of the products below and shop the full collection online at gxvebeauty.com and Sephora; the GXVE will launch at the beauty retailer’s brick-and-mortar stores March 10.
GXVE by Gwen Stefani Original Me Clean High-Performance Matte Lipstick
Gxve by Gwen Stefani High-Performance Matte Lipstick $26
GXVE by Gwen Stefani I’m Still Here Longwear Clean Matte Liquid Lipstick
Gxve by Gwen Stefani High-Performance Matte Lipstick $24
GXVE by Gwen Stefani Anaheim Shine Clean High-Performance Satin Lipstick
Gxve by Gwen Stefani High-Performance Satin Lipstick $26
GXVE by Gwen Stefani Line It Up Clean 24-Hr Gel Pencil Waterproof Eyeliner in Intense Black
GXVE by Gwen Stefani Line It Up Clean 24-Hr Gel Pencil Waterproof Eyeliner $21
GXVE by Gwen Stefani Line It Up Clean 24-Hr Gel Pencil Waterproof Eyeliner in Bathwater
GXVE by Gwen Stefani Line It Up Clean 24-Hr Gel Pencil Waterproof Eyeliner $21
GXVE by Gwen Stefani Hella On Point Clean Ultra-Fine Brow Pencil
GXVE by Gwen Stefani Hella On Point Clean Ultra-Fine Brow Pencil $24
GXVE by Gwen Stefani Most Def Clean Instant Definition Sculpting Eyebrow Pencil
GXVE by Gwen StefaniInstant Definition Sculpting Eyebrow Pencil $24
GXVE by Gwen Stefani I Eye See in Color Clean Multidimensional Eyeshadow Palette
GXVE by Gwen Stefani Clean Multidimensional Eyeshadow Palette $28
GXVE by Gwen Stefani All Time Prime Clean Hydrating Prep & Smooth Face Oil
GXVE by Gwen Stefani Hydrating Prep & Smooth Face Oil $48
Read More About:
THR Newsletters
Sign up for THR news straight to your inbox every day
More from The Hollywood Reporter
-
‘Other Desert Cities’ Theater Review: Julia Louis-Dreyfus, Ed Harris and Allison Janney Fail to Make a Once-Timely Play Relevant Again
-
Victoria’s Secret Fashion Show: See Red Carpet and Backstage Photos of Models, Megan Thee Stallion and Kobe Bryant’s Daughter
-
Taylor Swift, Charlize Theron, Colman Domingo and Many More Stars Help Academy Museum Gala Raise Over $14M
-
The Best-Dressed Stars at the Academy Museum Gala, Including Inde Navarrette and Taylor Swift
-
Academy Museum Gala: Taylor Swift, Sabrina Carpenter, Jennifer Hudson, Connor Storrie, More Stars Walk the Carpet
-
Joe Keery on Making His Broadway Debut and Balancing Music and Acting Post-‘Stranger Things’
The Definitive Voice of Entertainment News
Subscribe for full access to The Hollywood Reporter
Most Popular
R.J. Mitte’s Mother Opens Up About His Tragic Passing to Help Other Families (While Clarifying Speculation About His Finances, Career and Fiancée)
Betty McGuire, Actress on Broadway and ‘Growing Pains,’ Dies at 100
The Six Things You Don’t See In ‘You Can See Everything’
Cindy Crawford, Kaia Gerber Break Their Silence on Presley Gerber’s Death: “A Sweet, Beautiful Soul”
‘Other Desert Cities’ Theater Review: Julia Louis-Dreyfus, Ed Harris and Allison Janney Fail to Make a Once-Timely Play Relevant Again
Apu is Back! Veteran Voice Actor Sunil Malhotra Revives ‘The Simpsons’ Character After Nearly 10 Years
The Best-Dressed Stars at the Academy Museum Gala, Including Inde Navarrette and Taylor Swift
Must Reads
Olivia Rodrigo: The Queen of Sad Finds Her Happy Place
‘Ted Lasso’ Star Jason Sudeikis Goes One-on-One With WNBA Great Breanna Stewart (Watch)