Serena Williams’ beauty venture, Wyn Beauty, is confronting mounting challenges following the collapse of its strategic partner, The Good Glamm Group.
The India-based conglomerate, once valued at $1.2 billion and instrumental in Wyn Beauty’s launch, has been forced to dismantle and sell its brands after lenders enforced repayment obligations.
Wyn Beauty debuted in 2024 after nearly six years in development, inspired by Williams’ search for products with long-lasting wear during her tennis career. The brand positioned itself as an inclusive beauty line, launching with 10 products across 91 shades to reflect diverse representation.
Marketed as performance-driven and designed for active lifestyles, Wyn Beauty initially partnered with The Good Glamm Group to build international reach, with expectations of 25% to 35% growth in 2025.
However, Wyn’s future has grown increasingly uncertain. According to AFROTECH, sales at Ulta Beauty are declining, and several executives have exited, including former president Shawn Haynes, former VP of global product development Christina Ximenez, and former director of product and lifestyle marketing Priscilla Salam. The unraveling of The Good Glamm Group — which once managed nearly a dozen brands — has only compounded the instability, stripping Wyn of a major strategic partner at a pivotal time.
Good Glamm founder Darpan Sanghvi acknowledged the collapse in a letter to stakeholders, revealing that after failed attempts at refinancing and restructuring, lenders had moved to enforce control over the group’s portfolio.
Each brand will now be sold separately to new owners.
For Wyn Beauty, this development raises pressing questions about its distribution, financial resilience, and ability to sustain momentum in an intensely competitive beauty industry.
