Serena Williams’ New Beauty Brand Is Raising Money for Black Maternal Health With Clean, Vegan Products

Maggie Ryan

April 16, 2024 at 1:14 PM·3 min read

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Serena Williams has flawlessly made the transition from GOAT-level tennis star to successful entrepreneur, with a portfolio that includes ownership stakes in sports franchises like Angel City FC; her clothing brand, S by Serena; and her venture capital fund, Serena Ventures. A brand new addition to the fold: her beauty brand, WYN Beauty, which features clean, vegan “makeup you can move in.” And while the brand’s hydrating skin tint and flashy lip and cheek pigment are bound to catch your eye, today it’s WYN’s commitment to philanthropy that’s truly standing out.

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Williams, a mom of two, launched WYN earlier this month with an eye towards giving back, and one specific cause holds personal significance: maternal health. Williams has spoken candidly about the life-threatening experience of giving birth to her first child, Olympia, and has since become an advocate for maternal healthcare and wellbeing. It’s an especially urgent cause for Black women, who are at higher risk of dying of a pregnancy-related cause than white women, per the CDC. WYN, according to their site, “is committed to supporting organizations that provide necessary maternal care services to mothers and their communities.”

To commemorate Black Maternal Health Week (April 11 to April 17), WYN is donating $5 from each product sold to 4Kira4Moms, a nonprofit fighting for better maternal health outcomes through advocacy, education, and coalition building. The org was founded by Charles Johnson IV, who lost his wife Kira during a routine C-section due to internal bleeding that went ignored by doctors even has her symptoms worsened. Johnson has since worked to shine a spotlight on the Black maternal health crisis, including in a powerful 2018 testimony to Congress. “I vowed that I would take this tragedy and turn it into a mission fueled by the memory of Kira and the passion she brought to life every day,” Johnson said in the testimony.

These kinds of experiences are all too common. In a 2023 CDC study, 30 percent of Black women reported mistreatment during maternal care, and money doesn’t prevent these outcomes either. A report from the National Bureau of Economic Research found that Black women are disproportionately affected by maternal mortality, regardless of their socioeconomic status.

It’s why we’re shouting out Williams’ commitment to working towards better maternal healthcare, and why now is the time to buy from WYN Beauty to support 4K4M. We recommend going for a few of WYN’s most popular items so far, like the Featuring You hydrating, skin-enhancing tint (which protects your skin with 30 SPF), Big Vision mascara, or the most versatile pigment (aka MVP) for lip and cheek color.

Serena Williams' WYN Beauty Raises Money for Black Maternal Health

WYN Beauty Featuring You Hydrating Skin Enhancing Tint

$29

Buy Now on Ulta

Act fast, though, because WYN’s Black Maternal Health Week promotion only lasts until tomorrow. (If you miss the deadline, you can always donate directly to 4Kira4Moms to support their work.)