Rumors move fast in the beauty community, and lately, GXVE Beauty has landed right in the middle of them. If you follow makeup trends or just scroll TikTok occasionally, you may have heard people asking: is GXVE Beauty going out of business? The brand, started by Gwen Stefani, has people talking, and not always in a calm way.
Let’s break down what’s happening, why there’s speculation, and what you should really pay attention to if you’re concerned about the future of GXVE Beauty.
How the Speculation Started
The conversations started heating up the way most beauty business rumors do—on social media and podcasts. This wasn’t a story from big business publications or even from GXVE’s PR team.
A lot of the recent talk can be traced back to a March 2025 episode of the “Beautiful and Bothered” podcast. The hosts touched on GXVE Beauty as part of a broader discussion about how many celebrity beauty brands seem to be struggling lately. They didn’t say GXVE was definitely closing its doors, just that there was buzz about potential issues and a possible shutdown.
Around the same time and again in September 2024, TikTok creators started raising questions. A few posted about seeing less GXVE stock in stores, or said they had trouble finding certain products online. Some fans shared personal worries, saying GXVE’s site looked less active, or their favorite lipsticks kept selling out with no restock dates in sight.
None of that is official, though. It’s mostly people noticing patterns or picking up on the anxiety of others.
Is There Actual Proof GXVE Beauty Is Closing?
Here’s the most important thing: as of August 2025, there is no formal statement from GXVE Beauty or Gwen Stefani saying they’re closing the business. There’s no press release, no letter to customers, and no update on the company’s site about shutting down or filing for bankruptcy.
If you search through news databases or industry publications, you won’t find stories announcing that GXVE is closing its website, laying off staff, or leaving its retail partnerships. Beauty business reporters haven’t published stories confirming the end, which usually would happen if a brand was really going under. The rumors are public, but the facts just aren’t there right now.
It’s true there have been fewer product launches compared to the explosive start GXVE had in 2022 and early 2023. And with supply chain hiccups, even larger brands sometimes have spotty availability online. But this isn’t the same as official proof of going out of business.
Quick Recap: What Is GXVE Beauty Anyway?
If you’re not super familiar, GXVE Beauty (pronounced “give”) launched in 2022. Gwen Stefani started the brand with a focus on makeup—think bold lips, graphic liners, and a touch of rockstar edge. It wasn’t just another celebrity name slapped onto eyeshadow palettes; Gwen talked about her own experience as a makeup “girl” before becoming famous.
Early on, GXVE seemed really strong. There were multiple product drops, lively fan engagement, and a focus on building community. They rolled out the “GXVE Community” and set up an ambassador program, encouraging makeup lovers to share looks and connect. Investors seemed excited because of Gwen’s recognizability and the unique brand story.
By late 2022, the energy was still up. GXVE hosted events and their Instagram stayed active. Stefani herself was seen at launches and even offered tips in video tutorials. For a new celebrity brand, things started off looking pretty promising.
So Why All the Panic Lately?
Beauty trends move quickly, but so do rumors. People start to worry when a brand goes quiet, or when shelves start looking empty. TikTok has a way of amplifying that. One person posts about not finding their favorite shade, then ten more chime in. Suddenly, it seems like everyone’s certain that GXVE is shuttering.
The “Beautiful and Bothered” podcast is popular and trustworthy, so when they mention a brand possibly closing, people pay attention. But a conversation on a podcast or comments section doesn’t have the same weight as an official press release.
It doesn’t help that sometimes, when one celebrity brand fails, people assume others will follow. The beauty market has seen several stars launch and then quietly close their brands in the past few years.
What’s Happening in the Beauty Industry Overall?
It’s not just GXVE feeling some turbulence. The beauty world has been through a lot since 2020. Lockdowns threw off product launches and changed how people shop for makeup—especially luxury or “statement” beauty. There’s been a noticeable shift toward skincare, minimalist routines, and affordable basics.
On top of that, more and more celebrities and influencers have started their own brands. That means a crowded market that can be tough to stand out in, even if your founder is a Grammy-winning singer.
Beauty brands right now are dealing with higher costs for ingredients and packaging, distribution challenges, and competition for shelf space both online and in stores. Even companies with big backing or star power sometimes slow down product launches, trim their lines, or look for new ways to connect with customers, just to stay afloat.
Influencers, Gossip, and How Perception Spreads
No industry is as tuned-in to influencer buzz as beauty. If a creator says they can’t find a product, or thinks something weird is happening, that gets a lot of attention. Followers start to notice every little thing—whether there’s a sale, if the Instagram posts slow down, or if shipping takes an extra day.
From there, it’s a short jump to “Is the brand in trouble?” Fans start speculating, and then even mainstream beauty news pages pick up the discussion. Under those conditions, rumors can become as powerful as facts for the average shopper.
But the truth is, influencers and TikTok users don’t have behind-the-scenes information on a brand’s balance sheet. They see what we all see: store displays, new releases, or changes in online communication. While they often notice trends early, until someone from GXVE or Stefani herself says something, all we really have are educated guesses.
How to Find Reliable Updates About GXVE Beauty
It can get overwhelming trying to sort real news from viral panic, especially when it comes to brands people care about. For business watchers or loyal customers, the best thing to do is watch the sources that actually have authority.
That means checking GXVE Beauty’s own website, official Instagram, and email mailing list for clear statements or updates. If something official is happening—a closing sale, a last-chance to buy, or a message from Gwen—you’ll probably see it there first.
Retail partners sometimes announce changes too. If you spot a “store closing” or “all products final sale” message on a retailer’s site, that’s a sign to take notice. Larger business and beauty publications like Women’s Wear Daily or Business of Fashion may also run articles if GXVE makes a business announcement. For careful business news and tips, readers might find value by checking sources like Sera Business, which covers brand and retail company updates.
If you’re a fan and don’t want to miss products, it can help to keep a watchlist or wishlist ready and act fast if you notice limited stock.
The Bottom Line: What Should We Actually Believe?
Right now, the rumors about GXVE Beauty going out of business are just that: rumors. There isn’t solid proof or a statement from the brand or from Gwen Stefani confirming any closure. Everything out there—from TikTok observations to podcast debates—reflects concern in the community, not an official business reality.
GXVE Beauty, as of August 2025, is still online and has products available for sale through its website and various retail partners. There are fewer new launches, sure, but we’ve seen that before with other indie brands taking a breath and regrouping. That doesn’t always mean a shutdown.
These kinds of rumors usually pick up steam because people care about the brands they buy from and don’t want to be left in the lurch if a company disappears. But unless you hear news from the source, it’s best not to panic.
For now, if you like GXVE Beauty, enjoy their products and watch their official channels for real updates. The beauty world changes quickly, but speculation is not the same thing as fact. If that changes and GXVE or Gwen Stefani make an announcement, you can bet it’ll be covered everywhere.
So, for now, keep an eye out—but don’t stress about losing your favorite lipstick yet.