The tennis GOAT’s new brand focuses on topical formulas to relieve muscle pain and aid recovery after exercise
The line-up features Will Relieve, Will Cool, Will Rest and Will Soothe
Called Will Perform, the wellness label features topical products including Will Relieve, Will Cool, Will Rest and Will Soothe to impart pain relief and provide muscle support.
The Relieve and Cool products offer pain relief while the Soothe and Rest products offer daily skin and muscle care.
The line-up is intended to elevate the current recovery category's usage occasions as well as create new usage occasions that bridge the gap between performance and self-care in everyday life.
Williams co-founded the brand with CPG executive Hank Mercier, Will Perform's CEO, and Eric Ryan, the serial entrepreneur behind method, nutraceuticals brand Olly and first aid brand Welly.
"Recovery has played an integral role in my performance and professional success," said Williams.
"It's a practice that can benefit anyone with an active lifestyle.
"That belief is what inspired us to develop a line of products that targets your muscles and can be incorporated into your daily self-care routine."
Will Perform launched 8 December in Target stores and will roll out at target.com from 18 December.
The announcement follows Williams’ retirement from tennis and pledge to focus on her venture capital firm Serena Ventures.
Specialising in supporting start-ups with underrepresented founders, Serena Ventures provided Fund 1 investment to companies including custom wig brand Parfait and 40+ women’s wellness brand Wile.
It is also an angel investor in razor brand Billie, Myro, which offers refillable body care, and Ryan's Olly brand.
Will Perform is the latest feather in Williams’ cap alongside the 2018 debut of her S by Serena clothing brand and Serena Williams Jewelry, which launched in 2019.
The 23-time Grand Slam winner has long had an eye on the cosmetics and personal care space; in 2018, she filed a trademark for a beauty brand called Aneres – her name spelled backwards.
The trademark covered cosmetic preparations for skin care, make-up, make-up remover, cologne and perfume, body lotion, skin lotion, bath soap and body wash, make-up kits, shampoo, dry shampoo, hair rinse, and hair spray and gels.
It additionally covered make-up brushes, sponges and sticks, and cosmetics bags and cases.