Lifestyle Style Gwen Stefani Wants to Help Women 'Around My Age' Feel 'Pretty' with Her Makeup Line: 'It Gets Harder' (Exclusive) In PEOPLE's latest cover story, the superstar opens up about conceiving the brand after her 2016 divorce — and how she's finding purpose in her new beauty venture By Melody Chiu Melody Chiu Melody Chiu is an Executive Editor at PEOPLE overseeing music, events and emerging content. She has been with the brand since 2009, editing, writing and reporting across all entertainment verticals. She has written cover stories on Taylor Swift, Selena Gomez, Melissa McCarthy, Blake Shelton, Jordan Turpin and Sandra Oh. The Los Angeles native graduated from the University of Southern California and has appeared on Extra!, The Talk, Access Hollywood and Good Morning America. People Editorial Guidelines Updated on September 28, 2023 04:35PM EDT Gwen Stefani is finding purpose in her new makeup line GXVE. The Voice coach launched the brand in March 2022, and along with music, "it's been a huge dream and passion for me," she tells PEOPLE exclusively in its latest cover story. One of her first jobs before finding success in music with No Doubt was working at a makeup counter, and Stefani says her second act in beauty has been a fulfilling venture. "Especially at my age now, I feel like there's so many people that are around my age that just want to still feel pretty, you know what I'm saying? [We want to] feel good and wake up in the morning," says Stefani, 53, acknowledging that "it gets harder." Gwen Stefani in Los Angeles on Aug. 18. Yu Tsai Gwen Stefani Gets Candid on Rock Stardom, Motherhood and Blake Shelton: 'He's Changed My Life' (Exclusive) But, "I think that with makeup, it doesn't matter what age you are," she adds. "It gives you that confidence and that feeling of creativity." Even now Stefani still does all her own glam for her concerts. "It's part of [me] putting the armor on and getting ready to do what I do and be that version of me," she says of prepping for her shows. "It's really therapeutic because it's very artful. I will listen to the gospel, [say] my prayers, and then I put my makeup on. It's just this whole process that goes into getting on the stage." Gwen Stefani in a GXVE campaign. GXVE Beauty/Instagram Gwen Stefani on Skincare, Her Beauty Brand and Why She's Moving Away from Her Iconic Red Lipstick While GXVE was only launched in 2022, Stefani says she first conceived the brand when she was going through her difficult divorce from ex-husband Gavin Rossdale in 2016. "Everybody pretty much knows my story and knows that one point my life fell apart and the family fell apart," says Stefani, who's now married to country star Blake Shelton. Yu Tsai "It was just such a terrible [time], and there's so many people out there that have gone through the same thing." As she tried to navigate her heartbreak, Stefani was determined to build something of her own. Gwen Stefani in Los Angeles on Aug. 18. Yu Tsai "I had to literally start over again. It was a reset of my life," she says. "I wanted to start something fresh and new that was just going to be my thing." With her products — she recently launched blushes and lip balms — now out in the world, Stefani feels an even deeper sense of community. "There is an exchange of love and energy," she says of seeing fans digging into her makeup line. "They're so engaged, and I just really have a good time coming up with products." For all the details on Gwen Stefani's return to The Voice and her life now with Blake Shelton and her three sons, pick up the latest issue of PEOPLE, on newsstands Friday.