Serena Williams Launches New Makeup Brand Wyn Beauty

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Serena Williams’ latest business venture takes inspiration from her lived experiences and longtime passion for cosmetics. The Olympic gold medalist announced new brand Wyn Beauty, a makeup company that offers multiple products in a variety of shade ranges.

“I’ve been working on [Wyn] for about six years now,” detailed the mother of two to WWD.

According to the outlet, Wyn Beauty is a joint venture with partner Good Glamm Group, as well as Ulta Beauty, the retail shop where the brand will be sold. Described as a vegan and cruelty-free line, the brand is set to launch online and at Ulta retailers on Wednesday (April 2), with 10 products in multiple shades.

When creating the complexion products, the California native and her team started with darker skin tones and then worked their way toward lighter shades, an important factor for Williams, who reflected on unsavory memories of not finding her true match.

“For years I would travel to countries that didn’t have products that were made for me, but I still had to show up to press, to events and I had to look decent,” detailed the 42-year-old. “I really had to champion doing my own makeup, learning how to do my own face in order to be able to show up years ago, when there weren’t these 20- to 40-shade ranges.”

Serena Williams in black gown
Serena Williams attends the 2024 Vanity Fair Oscar Party Hosted By Radhika Jones at Wallis Annenberg Center for the Performing Arts on March 10, 2024 in Beverly Hills, California.

Items produced by Wyn Beauty include soft-matte concealer in 20 shades, tubing mascara, waterproof liquid eyeliner, brow and eye pencils, a hybrid lip and cheek color, matte and satin lipsticks, hydrating lip serum, and a gel-cream SPF 30 skin tint in 36 shades.

“We feel bullish about Wyn — for one, because it’s been in the making for a very long time, but also because of what Serena evokes for the consumer,” explained Monica Arnaudo, chief merchandising officer at Ulta. She continued to elaborate, “She’s very powerful; she’s probably the most recognized female athlete in the world, she’s empowering and she just happens to have always been passionate about beauty.”

The launch of Wyn Beauty also supports Ulta’s 15 Percent Pledge efforts, making space for Black-owned beauty brands on its shelves, as well as Ulta’s Conscious Beauty commitment.

“A big key for me was ‘clean,’”  explained the 23-time Grand Slam champion. “As much as we understand gut health, we need to start understanding what we’re putting on our face. Clean is where the journey began.”

Shop Wyn Beauty on the official website or at Ulta Beauty, both online and in-store.

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