Serena Williams Launches High-Performance Makeup Line Wyn Beauty

Serena Williams at the Burberry DK88 Bag launch in New York in May 2017
Serena Williams at the Burberry DK88 Bag launch in New York in May 2017. Photo by Billy Farrell/BFA/REX/Shutterstock (8785449ed)

Serena Williams spent years pushing boundaries as a tennis player, and she’s gearing up to enter a brand-new arena. The Olympic champion launched her long-awaited cosmetic brand Wyn Beauty, a high-performance makeup line created with an active lifestyle in mind.

Williams’ beauty routine significantly evolved over the years, but she faced many obstacles, both as an athlete and a Black woman. She often struggled to find products for her skin tone while playing tennis around the world and had to learn to do her own makeup because she always had very limited time between matches and press conferences.

She realized that she needed makeup that could truly move with her and perfectly fit into her active lifestyle, and that’s how the idea for Wyn Beauty was born.

“It’s a brand that’s evolved from my lifelong passion for makeup, and the entire collection is authentic to who I am — from the clean formulas to the inspiring shade names to the chartreuse packaging that pays homage to my career in tennis,” she told ABC News.

Wyn Beauty’s first drop is pretty impressive, and it includes 91 face, lip, and eye products, ranging from a hydrating SPF skin tint in 36 shades to concealers, lipsticks, and mascaras. They’re available on the brand’s official website and select Ulta Beauty stores.