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 inside 48 hours after it was seen worn by Stefani in launch promos, said Sale.)

The brand new release consists of 4 satin lipsticks for $26 each, with two nudes (which Stefani teased on the Met Gala), an orange-red and berry; 4 matte shades ($26) in pink, fuchsia and darker nudes; a deep red ultra-matte longwear liquid lipstick ($24), and cherry red longwear liquid lipstick with a vinyl finish, “Xtra Sauce” ($24).

All products will launch at Sephora and Sephora.com on June 7 (with a Sephora app pre-launch the day prior).

“We’re doing an omnichannel strategy but had been really specializing in digital as brand discovery and consideration comes into play,” said Sale.

Fans of Stefani have been more more likely to shop direct-to-consumer on the brand site, she explained, while the sweetness enthusiast has been purchasing from Sephora (which has brought in additional sales than d-to-c).

It was on March 3 that GXVE was unveiled online at Sephora, its exclusive retail partner, in addition to d-to-c with eight products, priced between $21 and $48: a watch shadow palette in 4 color options; a pencil eyeliner in black and blue; two brow pencils in various shades; the oil primer, and lipstick. The products are cruelty-free, utilize refillable packaging and meet the Clean by Sephora standards.

Industry sources proceed to expect first-year sales to succeed in $50 million.

GXVE can also be focused on showcasing its waterproof (and sweat-proof) brow products and eyeliners, with summer across the corner, in addition to introducing more product. The 12 months will see two more launches, one in September and one other for holiday.

“After which the opposite thing is, we’re working on some international expansion,” said Sale.

The brand goals to enter the U.K. and Australia, each via d-to-c and physical retail.

“We can be expanding our partnership with Sephora in the approaching 12 months,” added Sale.

FOR MORE ON GWEN STEFANI FROM WWD.COM, SEE: 

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