Serena Williams Debuts Tennis-Inspired Makeup Brand Ideal For Active Lifestyles
Images via Wyn Beauty
Tennis champion Serena Williams has traded her racket for a makeup brush with the launch of her beauty line, Wyn Beauty. Pronounced “win,” the brand reflects not just her relentless drive for victory on the court, but her philosophy of personal empowerment through self-expression.
Developed over the course of six years, Wyn Beauty comprises a curated selection of 10 core products across face, lips, and eyes. Inspired by the sporting star’s own needs for long-lasting, high-performance makeup that could withstand her active lifestyle, the collection prioritizes clean, hydrating formulas that are designed to move with you, not against you.
Image via Wyn Beauty
Williams, 42, knows firsthand the challenges of maintaining flawless makeup during intense matches. She envisioned makeup that could withstand the rigors of center court victories and post-match press conferences.
Imagine being drenched in sweat, then having just 15 minutes to transform yourself into a presentable icon. That’s the essence of Wyn Beauty—a collection that bridges the gap between performance and elegance.
Image via Wyn Beauty
Wyn Beauty offers a wide range of shades—91 across the entire line!—to cater to diverse skin tones and preferences, aligning with Williams’s long-standing advocacy for diversity and representation. Further echoing her message of empowerment, each Wyn Beauty product is emblazoned with an inspirational word—“Brave,” “Momentum,” and “Shine” are just a few examples.
Images via Wyn Beauty
And yes, there are “tennis-isms” woven into the array. The vibrant Wyn chartreuse packaging pays homage to the tennis ball green, a color that pulses with energy.
Image via Wyn Beauty
Not having home-court advantage in the cosmetics arena, Williams partnered with The Good Glamm Group, a leading digital-first beauty company, to tap into its expertise in product development and digital marketing for the new venture.
For Williams, tennis isn’t just a sport; it’s a part of her soul. The same spirit infuses Wyn Beauty, making it a winning match for anyone seeking makeup that performs under pressure.
The initial launch of Wyn Beauty is exclusive to Ulta Beauty stores in the US, with plans for international expansion in the coming year.
[via Business of Fashion, People, ABC News, Byrdie, images via Wyn Beauty]
