Gwen Stefani Unveiled her First-Ever Makeup Line

The singer translated her trademark Old Hollywood-inspired style into a new beauty line.

Gwen Stefani dropped her makeup line “GXVE”. This project started from her lifelong love of makeup, which began when she was a young makeup artist at various department stores in California. The brand’s name refers to how Stefani writes her signature: G for her name and X for a kiss.

She debuted the brand at a private event in her hometown of Anaheim. There she took over family-owned Italian restaurant Mama Cozza’s 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.”

Stefani gave the media a little insight into the inspiration behind her cosmetic style. “My looks have always been inspired by old Hollywood: the red lips, the matte powders, the cat eyes, the sharp eyebrows,” she stated.

The collection includes a variety of beauty products, both makeup and skincare, all inspired by the bold red lips, custom eyeliner and eyebrows she has been wearing since the 1990s and early 2000s, a look she intends to bring to the masses with GXVE.

In keeping with its signature line, GXVE will launch several lipstick formulas in matte, satin and liquid formats, all featuring its signature red shade, called Original Recipe. In addition, the collection will feature four eyeshadow quads, blue and black eye pencils, two different eyebrow pencils, each available in seven shades, and face oil to serve as a makeup base.

As expected, each product comes in black and white packaging that emulates Stefani’s fashion sense with metallic gold accents. The lipsticks, eyeshadow palettes and face oil bear the GXVE name in the typeface that appears on the cover of many of Stefani’s albums.

But why did she decide to enter the beauty industry? She said people always asked her what colour lips she wore, so she decided it was the perfect time to start this journey and share her red lipstick with her fans. “People have been asking for 35 years, ‘What colour are your lips?’ ‘ So that was the obvious place to start,” she said.

“I don’t need to do this. I don’t need to work. But with all the blessings behind me, this is what I give back,” she said, stressing that she is happy to be able to offer her cosmetic knowledge to her fans. The singer added, “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 it with people.”