THE MAGIC’S
IN THE MAKEUP

Inspired by Gwen Stefani's iconic looks and decades of doing her own makeup backstage.
GXVE is where performance meets play.
High-payoff, artistry-level formulas created for makeup lovers who want to express their creativity & individuality through makeup.

It's for finding the extraordinary in the everyday. For those who love to experiment, play, then wash it all off and start again. For those who aren't afraid to turn up the volume.

GXVE IS BOLD,
CLEAN COLOR.
DESIGNED
SUSTAINABLY.

WE BELIEVE CLEAN MAKEUP DOESN’T
HAVE TO BE MINIMAL.

Our formulas are bold and expressive, with richly-pigmented, stay-true color payoff that won't fade. They're also clean, 100% vegan & cruelty-free, and formulated without parabens, phthalates, sulfates, or synthetic fragrances.

GXVE products are made with sustainable materials. Our outer cartons are 100% recyclable, madewith FSC-certified paperboard. Our primary containers are made with sustainable materials, including PCR (post-consumer recycled) plastic or glass.

ELEVATED
CLASSICS

We love to switch things up. We can rock a classic red lip & a cat eye, but we also have a softer side.

We're about everyday essentials with extraordinary performance.

Featuring wearable shades and pops of color, our easy-to-use products are made for every role you want to play—from the stage to school dropoff or a night out, and everything in between.

WITH
PERFORMANCE
THAT WON’T
MISS A BEAT

From sweat-proof brow pencils to waterproof eyeliner, our high-impact products give budge-proof color with major staying power—wearing comfortably wherever the day takes you.

Stage-tested. Gwen-approved.