Singer Gwen Stefani is launching her celebrity vegan beauty brand and the products are out for grabs online today. You heard right!
GXVE, pronounced “Give”, stands for G-her name and X–a kiss. This isn’t the singer’s first rodeo as a celeb entrepreneur either. Gwen was ahead of the curve even when she previously launched her fashion line L.A.M.B. back in 2003.
GXVE vegan makeup is rolling out online today and will be available for purchase at Sephora on March 10.
Makeup has always hit home for the founder, Gwen Stefani. The singer has done her own makeup her entire career and swears by her favorite old Hollywood-inspired look featuring red lips, matte powder, cat-eye, and sharp brows.
Stefani’s relationship with makeup goes further back, even before her singing days, when she worked as a makeup artist at an Anaheim, California mall makeup counter. Back then, Stefani saw the opportunity to give customers free makeovers as “an incredible gift” and it’s that same level of creative guidance that she is looking to deliver with GXVE.
“This is my chance to have a legacy and build my purpose. I know that makeup gives me a feeling and that’s why I’m doing this because I want to share that with people”, said Gwen.
Gwen added 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.
GXVE is co-founded by Nikki Eslami, the founder, and CEO of New Theory Ventures, which describes itself as “a transformative and socially conscious venture capital firm created by beauty, personal care, and technology industry entrepreneurs who believe that ‘doing well and doing good are not mutually exclusive.”
GXVE is set to offer vegan makeup products that are cruelty-free, utilize refillable packaging, and meet the Clean by Sephora standards.
The collection will debut with eight items priced between $28 and $48, including an eye shadow palette, pencil eyeliner, primer, and the much-anticipated lipstick inspired by Stefani’s own runway picks, available in matte, satin, and liquid formulas.
In the past, Gwen has been a beauty ambassador for brands like L’Oréal, Revlon, and Urban Decay. It seems only fitting that she is now set to debut her own line of makeup with a flair of her unique style and elegance.