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By Margaret Abrams
February 25, 2022 | 2:19pm
With the launch of her new beauty line, GXVE, Gwen Stefani is proving the “Magic’s in the Makeup.”
GXVE — pronounced like “give,” because of how the star signs her name with just a “G” and an “X” — will be available online on March 3, expanding to Sephora March 10.
The range will launch with eight products priced from $28 to $48, including an eye shadow palette, pencil eyeliner, primer — and, of course, lipstick inspired by Stefani’s signature scarlet pout, available in matte, satin and liquid formulations.
All the products are vegan, cruelty-free and meet Sephora’s clean standards.
The “Voice” judge, 52, announced the big news on Instagram Friday with a glamorous video of her doing her own makeup in 1997, as well as footage of her beauty looks during her time in No Doubt.
A post shared by Gwen Stefani (@gwenstefani)
Makeup artist Kandee Johnson commented on her Instagram announcement, writing, “Remember when I asked you what you’d have been instead of a musician and you said ‘a makeup artist.’”
Stefani told WWD that she previously worked as a mall makeup artist while growing up in Anaheim, California, which started her beauty obsession.
She also said that her beauty brand has been a long time coming, and was one of the reasons she kept her signature lip look a secret for so long.
“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,” she shared.
Continued Stefani, “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.”
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 conscious venture capital firm created by beauty, personal care, and technology industry entrepreneurs that 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’s also had her own Las Vegas residency.
During the early days of No Doubt, the ska superstar didn’t work with stylists and makeup artists. Instead, she learned how to do her own 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 in No Doubt, she’s been known for entrepreneurship, launching the fashion label L.A.M.B. in 2004, followed by her first fragrance, L by L.A.M.B., in 2007.
Stefani went on to cement 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’s since relaunched L.A.M.B. with an eyewear line.
For fans who have spent years coveting her perfect red pout, it’s finally time to channel their favorite famous California girl without a guessing game.
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