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Palm Beaches Serena Williams launches Wyn Beauty, Makeup You Can Move In

Palm Beach Tennis legend with 23 Grand Slam titles and four Olympic gold medals Serena Williams is the latest celebrity to become a beauty entrepreneur.

Williams new brand, WYN Beauty launched in Ulta Beauty on April 7th in 685 physical stores and online. The collection includes a lightweight foundation-like hydrating skin enhancing tint perfect for athletes on the go. It also includes lipsticks, glosses, mascara, eyeliners and brow pencils — all encased in lime green packaging, a fun nod to Williams’ love of tennis.

“Your strength. Your beauty.”- WYN Beauty

Most products are inspired by Williams’ makeup looks on the court and is marketed as waterproof and sweat resistant with 24-hour wear.

“Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world,” said Williams in a statement.

“To me, beauty has always been about self-expression and stepping into the best version of myself,” stated Serena Williams in a press release. “Beauty is a field where everyone wins. You set and define your own personal goals and standards. Wyn isn’t about being the best, but your best,” she said. The brand will have 91 shades across 10 distinct products in the face, lip and eye categories.


The Good Glamm Group has marked its entry into the US market with a joint venture with tennis player Serena Williams to launch a new brand—Wyn Beauty by Serena Williams. The launch is in partnership with US-based beauty retailer Ulta Beauty. For the first 12 months, Wyn Beauty will be solely focused on the US market, and will then enter India and other global markets “making it one of the largest beauty launches of the US in 2024."


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