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Writer's pictureTiffany Rigby

Serena Williams launches new high-performance makeup line


Serena Williams arrives for the Balmain Fall/Winter 2024-2025 ready-to-wear collection presented Wednesday, Feb. 28, 2024 in Paris. (Photo by Scott A Garfitt/Invision/AP)

Tennis legend Serena Williams is the latest celebrity to enter the beauty world by launching her own makeup line with athletes in mind. She is becoming a beauty entrepreneur in the beauty world with her cosmetics line Wyn Beauty which is a brand that promises to offer products that will allow athletes to serve face whether on a field or court.


The brand was founded by Williams through a joint venture partnership with the beauty brand-building firm Good Glamm Group. Williams say the collection is a reflection of the needs she sees in the makeup world.


“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.
"MVP: Most Versatile Pigment" lip and cheek tint, "Featuring You" skin tint with SPF 30, "Nothing to See" matte concealer, and "Glideline" waterproof liquid eyeliner. Photo credit: Wyn Beauty


Williams told People.com she started working on the brand before COVID-19 and while still professionally playing tennis. She also said she was able to focus more on the brand once she retired from the sport in September 2022.


The tennis ball hue products will be launching exclusively at Ulta but will not only be available in stores, as people can buy the products on Ulta's website or the Wyn Beauty website. Wyn features over 90 versatile products for the entire face starting at $18 including a skin tint, lipstick, mascara, and waterproof eyeliner that can be purchased starting April 7.


Serena Williams. Photo credit: Wyn Beauty

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