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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.

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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.

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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.

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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.

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Hey, What's Up, It's Gwen

I'm so excited to finally be launching GXVE, bringing a makeup obsession to life that's been in me for as long as I can remember.

For me, makeup has always been about unleashing creativity & sharing inspiration with a dialed-in community. Since my days as a makeup artist in Anaheim back in the day, I know how transformative makeup can be, and what it makes you feel like.

GXVE is for that community of creative people who love makeup, who want to express themselves through makeup, share that with each other, and learn from each other.

I'm so excited to create a space to share that with you, & I cant wait to watch what you create.

GX

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