Three-time GRAMMY award winner and musician Gwen Stefani announced that GXVE Beauty, the cosmetics and beauty company she founded in March of this year, has unveiled a social selling platform called The GXVE Community. This community extends Stefani’s ability to interact with makeup fans who find inspiration and self-expression through artistry while sharing her own stage-tested makeup routine and experience as a makeup artist in Anaheim.
“GXVE Beauty is the next chapter of my life,” Stefani said. “It’s an extension of my passion for being creative, for finding identity and being artistic. Makeup gives you the freedom to play the roles you want to play. I’ve dreamed about the day of launching the GXVE Community and now it’s here. I wanted to partner up with the people who have been my partners all along. We’ve always had this exchange of love, whether it be through the music I’ve written or fashion and now beauty. If you love makeup and you love to be your own individual, you’re going to love this community and I can’t wait to see what everyone creates.”
The GXVE Beauty ambassador program will be called “GXVERS” and be granted access to the proprietary brand platform that features exclusive videos from Gwen, product education, application tutorials, social content and product images.
“Traditional retail and buying are always going to continue in multiple forms, whether that’s through department stores, or the Sephoras and Ultas of the world,” said a spokesperson for venture capital firm and Gxve brand partner New Theory Ventures. “But there is also an entire economy of commerce happening which is done on the phone, or on a computer, and I think brands who do that right can add value and gain access to consumers who might not be stepping into a brick-and-mortar-store.”