Serena Williams makes cosmetics debut with Wyn Beauty

By Alessandro Carrara | Published: 4-Apr-2024

William’s entry into the make-up category comes after she launched a wellness brand focused on recovery in 2022

Serena Williams has launched her debut make-up brand Wyn Beauty.

The 10-strong range includes complexion, eye and lip products, with the chartreuse packaging being themed around the traditional yellow colour of a tennis ball.

Included in the collection is the Nothing to See cream-to-powder concealer, which is designed to provide buildable, medium coverage with a soft-matte finish.

It is available in 20 shades, and features the patented Truly Unstoppable HydraComplex ingredient that is said to provide increased hydration for skin.

The Say Everything Max Intensity Featherweight Lipstick, meanwhile, is described as a hydrating and full-coverage colour lipstick which creates a satin finish.

The collection has also been specifically created with darker skin tones in mind, with the  Featuring You Hydrating Skin Enhancing Tint SPF30 featuring 36 inclusive shades.

“We are committed to living in colour with confidence,” Wyn Beauty said in a statement. 

“Our products were formulated, tested, and perfected with deeper skin tones as the starting point — meaning everyone will find their match.”

The brand’s full range, which also includes the Glideline Waterproof Liquid Eyeliner And No Words Needed Lip Serum, is available on

It will also be stocked via Ulta Beauty from 7 April.

Serena Williams makes cosmetics debut with Wyn Beauty

The brand was developed by the Good Glamm Group, an India-based beauty incubator.

“We believe in the beauty of showing up as the best version of yourself, so we make products for life, not just a photo finish,” Wyn Beauty added.

“This intention is at the core of our formulas, made with clean, high-performing ingredients that wear beautifully and keep skin improving for days.”

William’s entry into the make-up category comes after she launched a wellness brand focused on recovery in 2022.

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.

Williams’ is one of the most recognised figures in the tennis sport, and holds a combined 39 major titles wins across singles, women's doubles and mixed doubles matches.

The professional athlete retired from the game in 2022, where she pledged to focus on her venture capital firm Serena Ventures.

The organisation 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.


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