Get all your news in one place.
100’s of premium titles.
One app.
Start reading
Fashion Times
Fashion Times
Lifestyle
Hayley Lind

Serena Williams Is Getting into the Beauty Game With Her Brand New Brand Wyn Beauty

Serena Williams stuns with a flawless beauty look. (Credit: Courtesy of Dimitrios Kambouris/GettyImages)

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."

Sign up to read this article
Read news from 100’s of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
Our Picks
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.