Gwen Stefani launches her cosmetics line!
On Thursday, the singer, 52, introduced GXVE Beauty to the world. Stefani had the launch party in her birthplace of Anaheim, California, and chose a special location — Mama Cozza’s Italian restaurant — where she said her parents had their first date.
Stefani’s brother Todd was spotted in some of her videos posted to her Instagram Story.
A Special Place
“Okay, we are actually in Mama Cozza’s,” she said. “This is the restaurant we grew up coming to. Gloria Cozza was in Girl Scouts with me, and we have taken over for the GXVE Beauty launch. This is insane and we’re gonna actually go to the kitchen and get pizza after.”
During the event, Stefani said that creating her own makeup brand was “just beyond a dream.”
She added, “I feel like every single thing I’ve ever done in my entire life — and I’m speaking from my heart and my truth — it has led to this moment.”
“This is where it all started. I grew up here in Anaheim. I felt like because this feels like definitely the next chapter of my life, and I’ve prayed about this.” she continued.
Her Love For Makeup
The Grammy winner also said that she “was obsessed with makeup [her] entire life,” and shared about working as “a makeup girl behind the counter” before becoming one of the most famous pop stars today.
“The thing is, is that I don’t know why I didn’t do this sooner, but I don’t think I knew that it was even a thing that you could do back in those times,” Stefani explained. “Like in the ’90s, we did music. And we did that for nine years before we were on the radio. Like we were never trying to do anything. We were just being who we were.”
The No Doubt frontwoman continued, “And that’s kind of the same with this, except for, I have all of that behind me and all that experience and all that truth and passion.”
Sharing The News
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Stefani first made hints about her makeup line in February. In one of the posts that month, the singer revealed that she has been “creating this brand over the last 3 years.”
Then on March 3, Stefani shared a promotional video of GXVE Beauty with a caption that reads:
“so excited to FINALLY share GXVE with you !!! almost 4 years in the making … u can now get it online @sephora @sephoracanada, and in stores on march 10th 🖤 I can’t wait for you all to have it !! 💋 gx”
The Inspiration Behind GXVE
A post on GXVE Beauty’s official Instagram page explained that the brand is pronounced as “give” and was “inspired by how @gwenstefani has signed her name since high school… Gx (Gwen with a 💋).”
The post continued, “‘GXVE’ is a nod to the endless sharing of inspiration within our community of makeup lovers— celebrating each other’s creativity & individuality,” adding, “We create looks to express ourselves, learn from each other, and take that with us. That’s the give and take of being a part of this community.”