Is Gwen Stefani Relevant Enough to Launch a Successful Beauty Line?

Yesterday TMZ reported that Gwen Stefani has trademarked four names for what is clearly going to be the start of a beauty empire: P8NT, P8NT Cosmetics, P8NT Beauty, and P8NT by Gwen Stefani (exhale) and we have...thoughts.

First, will anyone care? Stefani was a way bigger deal about a decade ago, around when she launched her first fragrance L.A.M.B., which was in 2006, followed with Harajuku Lovers perfumes in 2008. She stayed quiet on the beauty front until 2014 when she dabbled in nail polish with OPI and in 2015, she did a makeup collaboration with Urban Decay, which definitely felt more aligned than her contract with Revlon which has obviously now expired. But her UD palette got its ass kicked by Anastasia Beverly Hills Master Palette by Mario, which sold four times more, according to WWD. Oof.

Stefani is also entering an arena being dominated right now by young celebs, like Rihanna, Kim and Kylie. We asked around, and some teenagers have never even heard of her. Also, her range is absurdly ambitious, and won’t just include the expected red lipstick and black liquid liner; it’s apparently going to encompass bubble bath, sunscreen and depilatories?! Who asked for this?

While everyone else on the internet is positing that her brand will “no doubt” be a success, we’re going to hold out on claiming that just yet...