GXVE Beauty, the colour cosmetics brand of musician Gwen Stefani, has launched The GXVE Community, a digital platform that lets consumers share unique make-up looks.
It also allows users to benefit financially through a commission rate claimed to be above the industry average.
The former No Doubt frontwoman said The GXVE Community came from a desire to interact with make-up fans in the digital age in a way that was not available in the early years of her career.
GXVE Beauty specialises in ‘clean’, high performance make-up and launched in March this year, backed by New Theory Ventures.
“GXVE Beauty is the next chapter of my life,” said Stefani.
“It’s an extension of my passion for being creative, for finding identity and being artistic. Make-up gives you the freedom to play the roles you want to play.”
She continued: “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 make-up 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.”
To apply to The GXVE Community, consumers can visit the ‘Ambassador Program’ at the GXVEBeauty.com site.
Selected ambassadors, known as ‘GXVERS’, will be granted access to the proprietary brand platform.
The platform offers both discovery and financial incentives.
Those selected as GXVERS gain exclusive access to videos from Stefani, as well as product education, application tutorials, social content, product images and the ability to share and engage in brand polls and chats.
GXVERS also receive 30% commission on any items sold via their ambassador link, one of the highest standardised rates in the industry.
According to the brand, there is no minimum social media following required to become a ‘GXVER’, simply a passion for make-up and a positive outlook.