Serena Williams has officially thrown her hat into the beauty game. Wyn Beauty, a line of long-wearing, hydrating formulas, will be available at over 685 Ulta Beauty stores starting April 7. It was created in partnership with content-to-commerce personal care brand The Good Glamm Group and we know Williams loves teamwork.
The 42-year-old tennis legend, who retired from the game in 2022, has focused her energy on being a doting mother to daughters Olympia and Adira, whom she shares with husband Alexis Ohanian. Wyn is her first business venture since retiring.
Williams has always had a passion for beauty and fashion. She and sister Venus Williams are highly regarded for their on-court style, rocking beaded braids in the 90s, elaborate manicures and layered gold jewelry. While Williams' Nike partnership kept her outfits — matching sets with flouncy skirts — on point while winning points. The star noted that she wore light makeup on the court and would have only a few minutes to touch up her face before post-game interviews and press conferences and the products she'd turn to consistently were skin tint, concealer and some eyeliner.
Williams' new collection, a line of buildable vegan beauty products, is heavily inspired by her beauty routine as a tennis player. Basically fuss-free, minimal makeup that's easy to layer.
The tennis savant, who began dreaming up the collection before the pandemic, ensured that the offering is accessible (within the $18 to $29 range) and inclusive. Growing up, she had trouble finding skin tints that matched her skin tone so she created a range of 90 shades across all Wyn products.
"It all started with the skin tint," she told Byrdie in a recent interview. "I would often mix my foundation and sun cream because I couldn't find a skin tint I loved. I realized that if I'm having this problem, other people are as well. I also remember talking to beauty publications, and they'd ask me about the products I couldn't live without."
The assortment features 10 different products for eyes, face and lips, including a long-wearing eyeliner, a lightweight lipstick and a lip-and-cheek tint called MVP: Most Valuable Pigment. Shade names also offer witty affirmations, like Brave, Shine, Push and Move.
The tongue-in-cheek tennis references add a playful twist to the straightforward products. Cylinder-shaped packaging complete with tennis ball green accents seems only fitting for the world's longtime number-one singles star.
"Since meeting Serena several years ago, it was clear her passion for beauty would lead to a brand and product collection that embodies her winning spirit and brings a new perspective to makeup that beauty enthusiasts desire," said Ulta Beauty CMO Monica Arnaudo.
With the collection, not only can you achieve a look similar to Williams', but you can feel the empowering ethos of expressing yourself. "Beauty is a field where everyone wins," she said. "You set and define your own personal goals and standards. Wyn isn't about being THE best, but your best."
