"The celebrity beauty boom has transformed the cosmetics industry over the past decade, but even a star's name slapped on a product does not guarantee its long-term success. Even well-funded, high-profile beauty lines face mounting pressure from shifting consumer trends, intense competition, and a crowded marketplace, leading countless celebrity-backed brands to disappear, no matter how popular the artist may be."
"Gxve Beauty, the cosmetics line founded by music star Gwen Stefani, has quietly shut down operations less than four years after its launch. The Gxve section of the singer's official website has not been updated since the beauty brand debuted in 2022. Product links are inactive, and the e-commerce platform has been removed, ending direct-to-consumer sales, as verified on the website."
"The brand was made with clean, vegan, cruelty-free formulations, offering lipsticks, eyeshadow quads, and brow pencil products priced between $21 and $48. Retail availability has also disappeared. Gxve products are no longer listed on the Sephora or Kohl's websites. Kohl's operates Sephora shop-in-shop locations nationwide. Remaining inventory appears limited. Some Gxve items are still sold through third-party sellers on Amazon, often marked as low stock, and a small number of discounted products remain available on Walmart's website."
Celebrity-backed cosmetics brands face widespread closures despite initial momentum. Gxve Beauty, founded by Gwen Stefani in 2022, has shut down operations and removed its e-commerce platform, ending direct-to-consumer sales. Product links on the singer's official site are inactive and Gxve listings have vanished from major retailers such as Sephora and Kohl's. The line featured clean, vegan, cruelty-free lipsticks, eyeshadow quads, and brow pencils priced $21–$48. Remaining inventory is scarce, with limited third-party listings on Amazon and a few discounted items on Walmart. Intensifying competition, shifting consumer trends, and a crowded market undermine celebrity-name advantages.
Read at TheStreet
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