Gwen Stefani to launch beauty brand

Gwen Stefani's style has influenced an entire generation and still inspires those on IG and Tik Tok who carefully study her iconic 90s looks and who will probably go crazy knowing that the singer is about to launch her own beauty brand. It will be called GXVE (pronounced "give"), a name Gwen chose because that's how she signed her name since high school, "G" with an "X", a kiss. The line will include eight products: a skincare primer; an eyeshadow palette in four color options; a pencil eyeliner in black and blue; and two eyebrow pencils in various shades. These include the cherry red lipstick, Stefani's true trademark, which will be available in bright red in matte and satin, but also as a long-wear matte liquid product.

GXVE is the result of a partnership with Nikki Eslami, co-founder of Bellami, and New Theory Ventures, a venture capital company that invests in start-ups led by women with a social purpose and believed in the project of the former No Doubt frontwoman, which industry sources expect to reach $50 million in sales in the first year. This is an excellent prediction based not only on the usual appeal of celebrity brands, but on Stefani's credibility in business and make-up. Gwen was one of the first stars to venture into the business world, launching her own fashion line L.A.M.B. in 2004, followed by the Harajuku Lovers label a year later. In 2007 she unveiled the first in a series of fragrances and has been a brand ambassador for L'Oréal, Revlon and Urban Decay over the years.

Throughout her career, she has given us a series of bold and cool beauty looks: from pink hair to Old Hollywood-style blonde waves, from tooth jems to crystals on her eyes, from a tribute to the pin-ups of the 1950s to lipstick with a darker lip contour pencil, to eyebrows that have gone from super thin to bold.  

"I’ve always done my own makeup for live no matter what. 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. Makeup is part of that step to get there. And it’s not just for stage, but it’s also a part of my step to get to wherever I need to be when I wake up in the morning. Like, what creative version of me am I going to put forward?".

She told WWD, stressing that the beauty brand is her way of reminding people "that every day is a new chance to show a new version of yourself and get creative".

GXVE will launch online on 3 March, while it will arrive at Sephora, which is the exclusive retail partner, on 10 March. The products are cruelty-free, use refillable packaging and meet Clean by Sephora standards. The price? It will range from $21 to $48.