Serena Williams Launches Wyn Beauty

Tennis icon Serena Williams has announced the launch of Wyn Beauty, a beauty brand promising high-performing, skin-loving makeup you can move in.

The world-famous athlete, entrepreneur, and mother of two, has always had a love affair with beauty, evident from the statement beauty looks she served on-court throughout her exceptional career. So, it comes as no surprise that she’s adding beauty mogul to her list of accolades, especially in the age of celebrity-founded beauty brands.

Wyn Beauty launches with 10 makeup essentials which include foundation, mascara, lipstick, and eyeliner. A total of 91 shades are available across the range to ensure everyone will find their perfect match. Speaking of colour, the brand’s signature shade, Chartreuse (a hue we like to call ‘tennis-ball green’) dominates the brand’s packaging, being a little fun to the beauty shelves.

“I’m so excited to introduce Wyn Beauty to the world,” expressed Williams. “To me, beauty has always been about self-expression and stepping into the best version of myself. 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. 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.”

Wyn Beauty was founded in partnership with the Good Glamm Group. Established in 2021, the beauty group offers a thoughtful approach to brand-building and a shared belief that products should be inclusive, responsible, and purpose-driven.

“It’s a privilege to partner and enter into this joint venture with Serena, work with her to bring life to her vision of Wyn Beauty and create products that truly deliver high performance, synonymous with what she stands for,” said Darpan Sanghvi, founder of Good Glamm Group.

Designed for all skin types, including sensitive, Wyn Beauty’s vegan and cruelty-free formulas are clean, lightweight, and flexible, each delivering all-day hydration to the skin.

Wyn Beauty is now available on wynbeauty.com, with prices ranging from $18 and $29. The brand is stocked exclusively at 685 Ulta Beauty stores across the US and will be available at ulta.com from the 7th April. Information regarding a UK launch is yet to be announced.