Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Beauty

Gwen Stefani’s Gxve Beauty Closes

The label is no longer available at Sephora, which was its last available sales channel following an earlier shutdown of its online shop.
Gwen Stefani's beauty brand will launch DTC and in Sephora stores.
Gwen Stefani's GXVE Beauty has ceased operations. (GXVE Beauty)
By

Singer Gwen Stefani’s beauty line Gxve Beauty has shut down, according to people close to the brand.

Launched in 2022 as a makeup line that included Stefani’s signature red lipstick, the brand’s products are no longer listed for sale at Sephora; its Instagram and TikTok accounts are not publicly available. A representative from Sephora confirmed the beauty retailer stopped selling the brand at the start of 2026.

The label was developed with the founders of marketing firm Blended Strategy Group, Allison Statter and Sherry Jhawar. It received funding from VC firm New Theory Ventures, known for its investment in Selena Gomez’s Rare Beauty.

Gxve is the latest of several celebrity brands to shutter in the past year. It follows the shutdown of Drew Barrymore’s Flower Beauty in September 2025 and the liquidation of Kate Moss’ Cosmoss in July.

ADVERTISEMENT

Learn more:

From Coachella to Stagecoach: Inside Beauty’s Big Bet on Festival Season

Beauty labels hope to court the concert set for both brand awareness and trendsetting opportunities.

About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

In This Article
Topics
Organisations
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.

Estée Lauder’s Surprise Acquisition, Explained

The American cosmetic giant’s buyout of Ayurvedic beauty line Forest Essentials came as a surprise. By picking an under-the-radar brand it knows well, the company can show that it’s still in the M&A game without needing to outbid rivals.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Estée Lauder’s Surprise Acquisition, Explained

The American cosmetic giant’s buyout of Ayurvedic beauty line Forest Essentials came as a surprise. By picking an under-the-radar brand it knows well, the company can show that it’s still in the M&A game without needing to outbid rivals.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.