If you’ve checked beauty TikTok lately, you might’ve seen rumors popping up about GXVE Beauty going out of business. The chatter is hard to ignore: panicked users, podcast debates, and comments swirling all over online beauty forums. But is there any truth to all that noise, or is it just another rumor making its rounds in the beauty industry?
Let’s look at GXVE Beauty’s story, the recent wave of speculation, and what’s really happening with Gwen Stefani’s cosmetics brand as of August 2025.
GXVE Beauty: Quick Background on the Brand
GXVE Beauty came onto the scene in March 2022. The brand launched with a lot of buzz, mainly because it’s fronted by Gwen Stefani—the singer known for her bold red lips and unique style.
At first, GXVE leaned hard into Stefani’s beauty signature, with a core lineup focused on red lipsticks, eye products, and skin-forward essentials. The branding was all about “giving”—as in, Gwen’s way of sharing her looks and formulas that fans had been asking about for years.
You could find GXVE Beauty at Sephora and online, with influencer-driven marketing and those ever-present Instagram tutorials. There was steady excitement after the launch, with the company offering new shades and doing some collabs.
Where the Rumors Started
Lately, though, the talk around GXVE Beauty is less about its products and more about whether the company is struggling. One spot the rumors really took off was on the “Beautiful and Bothered” podcast in March 2025. On that episode, the hosts included GXVE in a group of celebrity beauty brands they thought might be in trouble financially.
They didn’t cite anything specifically for GXVE—just some speculations and their overall sense of the beauty industry shifting. Listeners picked up on the mention pretty fast.
At the same time, over on TikTok, a video in September 2024 started getting traction, with a user talking about her concern that GXVE was “about to go under.” Lots of comments followed—questions, guesses, and worried statements from GXVE fans. But, again, no concrete evidence.
The conversation didn’t stop there. Beauty forums, Reddit threads, and Instagram pages kept feeding on each other. You know how it goes: one piece of “news” gets repeated, and suddenly everyone thinks it’s confirmed.
Is There Any Actual Proof GXVE Beauty Is Closing?
Here’s what we can say: there’s no official evidence that GXVE Beauty is going out of business right now. If you head over to GXVE’s main website, or check their recent Instagram posts, there’s nothing about bankruptcy or closure. Gwen Stefani herself hasn’t mentioned anything publicly, either.
Looking back, the company kept up with influencer marketing, product drops, and ambassador programs throughout 2022. There were even updates to GXVE’s community ambassador platform in late 2022, signaling that the brand was still active past its first year.
No press releases, no major headlines, and no changes at official retailer channels signal a shutdown. For the most part, online stores still carried the main GXVE Beauty products even into mid-2025. If a brand was truly shuttering, you’d expect products to start vanishing from shelves and press to pick up on it.
So Why Do People Think GXVE Might Be in Trouble?
A lot of this comes back to the way people react when they notice changes in a brand’s social media habits or see other beauty lines closing. Sometimes, if a celebrity-backed line goes quiet, fans get suspicious. Also, the beauty space is notorious for fast-moving drama and speculation—especially from influencer podcasts and viral TikTokers.
GXVE isn’t the first celebrity beauty brand to face questions like this. We’ve seen it with lines from musicians, actors, and reality stars when launches get quieter or social accounts aren’t updated as often. Plenty of times, smaller beauty brands keep a lower profile without actually shutting down.
As for GXVE specifically, there’s been nothing out of the ordinary in their communication. They may not be releasing new products as often, but that’s not the same as winding down completely.
What About Sales, Retailers, and Actual Signs of Trouble?
When a beauty brand starts failing, the signs can be pretty visible. You’ll typically see gaps in inventory, heavy clearance on retailer websites, or a flood of products heading to discount outlets.
That hasn’t happened in any big way with GXVE. Most products are still listed at regular price points. Sephora didn’t suddenly pull everything. No bankruptcy documents have been filed (which are public records when companies go through them).
Even when customers reached out to ask directly on social media, GXVE either didn’t respond (pretty standard for a rumor) or kept promoting what’s already available. The company’s accounts haven’t made any admissions, but that’s pretty normal unless something official happens.
Until we see official word or some big change in product availability, it’s tough to say the business is actually at risk.
How Much Should You Trust the Current Speculation?
It’s worth asking: how reliable are all these rumors, anyway? Podcasts like “Beautiful and Bothered” often discuss industry trends and make guesses, but rarely have inside info unless stated upfront. Their take on GXVE’s future was more about broad trends—lots of beauty influencers think the celebrity beauty bubble might burst.
But they didn’t show financials or link to hard reporting about GXVE. Social posts and worried TikToks tend to echo the podcast rather than add anything new.
GXVE’s situation is similar to other stages in the beauty industry, where brands face off against bigger competition, shifting customer habits, or changing partnerships. But unless something solid surfaces—like retailer pullout or CEO statements—it’s mostly just talk.
People who track business news or rumors know that misinformation can travel quickly. Sometimes, a brand will quietly pause new launches, update fewer posts, or shift its marketing focus—and the public fills in the blanks with whatever makes the most sense to them, whether it’s true or not.
Summary of GXVE Beauty’s Current Status
So, here’s where things stand as of August 2025: GXVE Beauty is the subject of recent business rumors, but there’s no proof the company is closing. They haven’t filed for bankruptcy. There’s no official word from Gwen Stefani or the leadership team. The brand still has a live website and some retailer presence.
All the recent buzz is rooted in speculation, not hard investigative reporting or financial disclosures. It’s not surprising, given how fast gossip develops in beauty circles, but if you care about the brand, it’s probably not worth panicking just yet.
Tips for Consumers Worried About Beauty Brand Closures
It’s easy to get caught up in social media panic, especially if you love a particular brand. If you’re nervous about buying GXVE Beauty (or any other product rumored to be “at risk”), here are a few basic ways to stay grounded:
– Check for announcements at the brand’s official website and main social channels. If there’s big news, that’s where it’ll show up first.
– Look at your favorite retailers, like Sephora or Ulta. If they start pulling products or running major clearance, it could mean something is changing.
– Don’t take podcasts, forums, or TikToks as gospel. They’re good for community chatter, but not always great sources of truth.
– If you have a question or concern, contact the brand’s customer service directly. Sometimes you’ll get a more helpful answer than from rumors.
– For better updates on celebrity beauty, business shifts, or retail news, sites like serabusiness.com provide more vetted and researched coverage, which is always a safer bet.
Staying Realistic: The Bottom Line for GXVE Beauty Fans
At the end of the day, the beauty world is full of ups and downs. Brands launch with a splash, then settle into their rhythm—or sometimes fade away quietly. GXVE Beauty is still in business based on everything we see as of August 2025. Is there market pressure? Likely, since tons of new brands fight for attention. But nothing public points to GXVE officially shutting down.
It’s smart to stay aware, but don’t jump the gun on fear or panic. Keep an eye on the same news sources you trust for any updates, and try not to let the latest thread or hot take decide your next purchase. For now, GXVE is still out there, and if things change, fans will likely hear it from the official channels first.
There’s always another podcast or TikTok stirring the pot in beauty—but until the facts line up, it’s good to be skeptical and take a deep breath before believing the next round of rumors.