Serena Williams Launches Active Makeup Brand Wyn Beauty

Serena Williams, tennis legend and founding father of Serena Ventures, is getting into the sweetness house with a brand new tennis-ball-green-packaged make-up model.

Williams announced Wyn (pronounced “win”) Magnificence on Thursday, with 10 merchandise designed for an “lively” way of life in 91 complete shades.

“I feel lively magnificence does not essentially imply operating a marathon or enjoying within the finals of the U.S. Open: everybody’s life is lively,” Williams advised People.

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“I am extra lively now than I’ve ever been,” Williams continued. “I get up within the morning round 7 [a.m.] and I need to take a look that may final all day all through all of my actions. And so it was actually essential for me to deal with issues that would try this.”

^{Serena Williams. Photograph credit score: Wyn Magnificence}

The road options quite a lot of merchandise, from lipsticks to mascara to a pores and skin tint with SPF. The objects are vegan and cruelty-free, in accordance with the corporate, and costs vary from $18 to $29.

The merchandise can be found on the Wyn Beauty website and at over 600 Ulta Magnificence retail shops within the U.S. and Ulta.com starting April 7.

^{“MVP: Most Versatile Pigment” lip and cheek tint, “That includes You” pores and skin tint with SPF 30, “Nothing to See” matte concealer, and “Glideline” waterproof liquid eyeliner. Photograph credit score: Wyn Magnificence}

The $30-and-under worth level of Wyn Magnificence is in the identical ballpark as Selena Gomez’s Uncommon Magnificence, which is reportedly price $2 billion.

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Williams advised Folks that the model was six years within the making, and began earlier than COVID, whereas she was nonetheless enjoying tennis professionally. She was in a position to focus extra on Wyn after retiring from the game in September 2022.

“After I would journey to locations 20 years in the past earlier than 40 shades of basis existed, I needed to be the most important advocate for my make-up,” Williams advised Individuals.

Celeb magnificence manufacturers crossed $1 billion in U.S. gross sales final yr, in accordance with trade tracker NIQ, with gross sales progress that outpaced the full magnificence market.

NIQ’s report said that “given the sheer quantity of movie star Magnificence launches, it is essential for founders to have a transparent function for beginning the model.”

Profitable magnificence firms from celebrities are often ones that clearly clarify their “why” to clients, in accordance with the report.

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