Star tennis player Serena Williams is launching WYN Beauty, becoming the latest celebrity to break into the beauty business.
The new brand is described as “clean, high-performing, skin-loving makeup designed for life, not just a photo finish. A true reflection of the poetry in motion that Serena is on the court, it’s makeup you can move in – flexible formulas that wear beautifully and keep skin hydrated all day.
“I’m so excited to introduce WYN BEAUTY to the world,” says Williams. “To me, beauty has always been about self-expression and stepping into the best version of myself. 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. As I evolved and remained active both on and off the court, I needed products I could apply at 7am before a full day of meetings, spending time with my kids, making time for the things I love and still look good at the end of the day. I needed makeup that could truly move with me. That’s the intention behind WYN BEAUTY – for people to live in it every single day of their lives and enhance the beauty they already have.”
From one of the most competitive people to ever walk the planet, Serena’s beauty philosophy is decidedly not. “Beauty is a field where everyone wins,” says Serena. “You set and define your own personal goals and standards. WYN isn’t about being THE best, but your best.”
But Serena also knows when words matter – all WYN BEAUTY products and shades were intentionally named as personal affirmations – like the ones Serena wrote down in her “match books” and relied on in the locker room before playing—Brave, Momentum, Shine, Discover, Push, Build, Move, among others.
The unique WYN Chartreuse hue of the packaging, which represents an energy and determination that is signature Serena, along with gold accents to celebrate her gold medals and unique netting design will be featured in a first-of-its-kind eye-catching brand expression in select Ulta Beauty stores.
WYN products are formulated with clean, skin-loving ingredients that hydrate the skin, and are vegan and cruelty-free. The high-performing products are lightweight, formulated to be in motion and available in an expansive range of 91 shades and undertones, across 10 distinct products in the face, lip and eye categories, “committed to living in color with confidence, so everyone will find their match.”
Serena Williams’ beauty brand was created in partnership with the Good Glamm Group, with WYN Beauty products available now on the brand’s website, as well as through Ulta Beauty (ULTA) stores in the U.S. and online.
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Photo Credit: Jaguar PS / Shutterstock.com