Serena Williams set to WYN the makeup game

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After making history in tennis, Serena Williams is now entering the beauty industry with the launch of her makeup brand, WYN BEAUTY. The sports legend’s main goal was to develop products that complement a busy lifestyle, that look good throughout the day rather than just for the camera or for a few hours.

Inspired by Serena’s graceful movements on the court, the WYN makeup is designed to be as fluid as her game, offering flexible formulas that enhance natural beauty while staying comfortable all day. Featuring an extensive range of 91 shades across 10 different products for the face, lips, and eyes, WYN is dedicated to embracing color with confidence, ensuring that everyone can find their perfect match.

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“Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world,” says founder and entrepreneur Serena Williams. “As I evolved and remained active both on and off the court, I needed products I could apply at 7am before a full day of meetings, spending time with my kids, making time for the things I love and still look good at the end of the day. I needed makeup that could truly move with me. That’s the intention behind WYN BEAUTY – for people to live in it every single day of their lives and enhance the beauty they already have.”


The product names are personal affirmation, just like the inspiring words Serena wrote in her “match books” and relied on in the locker room before playing, such as Brave, Momentum, Shine, Discover, Push, Build, Move, and others. The packaging features a unique chartreuse hue, representing Serena’s energy and determination, along with gold accents to honor her gold medals.

To bring her vision to life, Serena partnered with the Good Glamm Group, a company known for its disruptive tech-enabled portfolio of leading beauty and personal care brands. Together, they created a brand that is inclusive, responsible, purpose-driven, and serves its communities.


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WYN BEAUTY is now available on and launches exclusively at 685 Ulta Beauty stores across the U.S. and at on April 7, 2024. (source: PR Newswire via WYN BEAUTY by Serena Williams)


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