December 2023

Gwen Stefani’s beauty brand, GXVE, is leaning into the lip category, launching 10 latest shades. “Lip has emerged as a crucial category for us, Gwen’s signature red,” said Erin Sale, chief marketing officer at GXVE. GXVE’s red lip formulas — matte lipstick “Original Me” and the longwear matte liquid “I’m Still Here” — sold out at Sephora.com through the first week of launch, based on the brand. The latter, a cherry red hue (“Original Recipe”), is GXVE’s bestseller, and currently “the number-two selling red lipstick at Sephora,” the brand said. GXVE’s next hottest products are its eyeliners, followed by — jointly — the attention shadows and oil primer, the one skincare product in the gathering. (GXVE also launched merch in April, which sold out...