The early aughts gave us Gwen Stefani and in turn, the "No Doubt" frontwoman gave us iconic music and beauty looks alike, like pastel blue space buns, pencil-thin brows, face bling, and so much more. Now, the Anaheim native is giving us yet another reason to be inspired by her girlish-grunge glam. After four years in the works, Stefani's new vegan, cruelty-free beauty line Gxve (pronounced "give") has arrived.
As noted on Gxve's influencer mailer box, "Before the music, it was makeup" for Stefani. While she lived in Anaheim back in the day, she was a makeup artist, glamming mugs and selling makeup (anyone remember her "Orange County Girl" lyrics? "From the West Side of Anaheim, a small world after all. Hanging out at the hotel, selling makeup at the mall.")
Gxve features elevated classics that pay homage to the star's signature looks, including a universally flattering true red lipstick aptly named "Anaheim Shine," gel liners, a brow pencil, a face primer, an eyeshadow palette, and more.
Gxve itself was inspired by Gwen's signature since high school — Gx, or Gwen with a kiss. Ahead of launch day, Stefani shared a throwback video with her 13.3 million followers showing her doing her own makeup backstage at an unspecified TV show in 1997. Later, we see a present-day Stefani applying makeup on a model, saying:
"I used to work at the mall in Anaheim. They put me behind the counter without any training. It was one of the greatest times of my life because I got to do makeovers on people that just wanted to feel good. Red lipstick was my obsession. And I remember the first time that I ever tried it. I saw the future, like that was me for the next forever of my life."
It's all come full circle, and the cool part is Gxve doesn't feel forced like so many celebrity makeup brands do today. Everything from the makeup's packaging to social and web creative combines Gwen's best fashion and beauty Y2K moments, making us reminisce about looks from a bygone era – like her bleach blonde locks with inky tips, gold chain nameplate necklaces, and bold ruby red pout. Gxve also drew inspiration from iconic women in history like Veronica Lake, Jean Harlow, and Marilyn Monroe.
Gxve products range from $21 to $48 and come in recyclable packaging – in line with the brand's vegan and cruelty-free stance. Though the brand hit shelves a few weeks ago, makeup enthusiasts and fans have already rallied behind it and sounded off on their experiences via Sephora. We scrolled through a couple of reviews to offer some insight on what you can expect if you try Gxve for yourself.
Presumably, the most popular product in the line-up is the vanilla-scented Original Me clean high-performance matte lipstick ($26), which has already racked up 110 reviews, 4.8 stars, and a 98% recommendation rate on Sephora. Most lauded it for its velvety texture while one reviewer said: "I have been wearing this for four hours—I have eaten, kissed my partner, worn a mask and I can confirm this stuff STAYS." Another opined that it's "so smooth and . . . wears beautifully throughout the day." Hollaback after you give it a go and let us know what you think.
The Line It Up Clean 24-Hr gel pencil waterproof eyeliner ($21) seems to be another standout product. The Spiderwebs black with matte finish is sold out as of this writing, but the Bathwater electric cobalt blue in metallic finish is still available. Rated 4.7 stars with 105 reviews on Sephora, the gel eyeliner may have convinced one avid felt tip eyeliner user to switch because its creamy formula enabled her to "achieve that smokey smudge eyeliner look with the 20 second window." Just be sure to save energy to open the cap, because apparently, it's on there pretty tight.
According to WWD, Gxve has been a long time coming, which is one reason Stefani kept her signature lip a secret for as long as she did. So don't speak and head over to Gxve, Sephora, or Kohl's to add some hella good color into your life.