Tennis Legend Serves Up Clean, Inclusive Makeup Brand
Tennis superstar Serena Williams is stepping into a new arena – the beauty industry. After years in the making, Williams has officially launched her debut makeup brand, WYN Beauty.
This vegan and cruelty-free line delivers clean, high-performing products in an impressive range of shades.
Inspired by Personal Experience
Williams drew inspiration from her own experiences struggling to find makeup that matched her skin tone and could withstand her active lifestyle.
“For years I would travel to countries that didn’t have products made for me, but I still had to show up to press, to events and I had to look decent,” the 42-year-old explained to WWD.
“I really had to champion doing my own makeup, learning how to do my own face in order to be able to show up years ago, when there weren’t these 20- to 40-shade ranges.”
Extensive Shade Ranges for All
When developing the complexion products, Williams and her team uniquely started with the deeper shades and worked their way lighter – a deliberate approach to ensure an inclusive range. The result is an SPF 30 skin tint offered in a remarkable 36 shades and a soft matte concealer in 20 shades.
“We feel bullish about Wyn — for one, because it’s been in the making for a very long time, but also because of what Serena evokes for the consumer,” said Monica Arnaudo, Ulta’s chief merchandising officer. “She’s very powerful; she’s probably the most recognized female athlete in the world, she’s empowering and she just happens to have always been passionate about beauty.”
High-Performance for An Active Lifestyle
In addition to shade diversity, Williams prioritized long-wearing formulas that could keep up with her vigorous training schedule. “When I’m playing tennis and I’m wearing my liquid eyeliner, I don’t need it to move, I need it to just kind of stay the entire three-hour match of me just pouring down sweat,” she told WWD.
The WYN lineup includes a waterproof liquid eyeliner, tubing mascara, and hydrating lip products designed to go the distance.
