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Serena Williams Launches Makeup Line

The Olympic gold medalist’s brand debuts with an emphasis on athletic performance.
Two models are shown on the left wearing makeup by Wyn Beauty, while bottles of its complexion products are on the right.
Looks and products by Serena Williams' Wyn Beauty. (Wyn Beauty)

Tennis legend Serena Williams is the latest celebrity to become a beauty entrepreneur.

Her brand Wyn Beauty will be making its debut via Ulta Beauty on April 7 in 685 physical stores and online. The initial lineup, including a collection of 10 lip, complexion and eye products, will also be available on the brand’s DTC site.

With tennis-ball chartreuse packaging, products are inspired by Williams’ makeup looks on the court. Its Glideline Waterproof Liquid Eyeliner, for example, is marketed as waterproof and sweat resistant with 24-hour wear to recreate her signature cat eye.

“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,” said Williams in a statement.

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The brand was launched via a joint venture with personal care and beauty company Good Glamm Group, an India-based company with portfolio brands including MyGlamm.


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The Business of Beauty Global Awards - Deadline 30 April 2024