Serena Williams, the tennis legend and cultural icon, is stepping confidently into a new chapter of self-expression with the launch of her debut makeup line, WYN Beauty.
The move comes as Williams addresses years of scrutiny over her appearance, debuting a 10-piece vegan and cruelty-free makeup collection that celebrates diversity and individuality.
The launch of WYN Beauty follows recent discussions among fans about Williams’ changing appearance, with some critics deeming her almost unrecognizable.
However, the tennis champion is reclaiming her narrative by introducing a line that reflects her journey and values.
In partnership with Good Glamm Group and Ulta, WYN Beauty has been six years in the making. The collection includes essential makeup items such as skin tint, concealer, lip and cheek color, matte and featherweight lipsticks, lip serum, eyebrow pencils, eyeliner, and mascaras designed for long wear and water resistance.
Williams drew inspiration from her time on the tennis court, where she had to quickly prepare herself for public appearances after matches.
Reflecting on her pioneering role in tennis and the criticism she’s faced regarding her appearance, Williams emphasizes the importance of embracing individuality.
The skin tint, available in 36 shades, aims to cater to diverse skin tones, challenging traditional beauty standards.
“After playing on center court in front of millions of people, I’d have to do press. There was a point where I was talking to the press every single day. I had to figure out how I wanted to show up, but I only had a few minutes after a match to do my makeup,” she tells Byrdie for their spring cover story.
Williams has previously faced allegations of skin bleaching and scrutiny over her makeup choices, especially during events like Paris Fashion Week.
Despite the criticism, she remains committed to showing up authentically and unapologetically.
The launch of WYN Beauty marks a significant step in Williams’ post-tennis career, as she continues to expand her business portfolio.
Following her retirement from professional tennis in September 2022, Williams is focusing on growing her family and pursuing entrepreneurial ventures.
Alongside WYN Beauty, she is also the founder of a clothing line, showcasing her passion for fashion and self-expression.
WYN Beauty will be available at 680 Ulta retail locations and online, offering consumers an opportunity to embrace their unique beauty with products designed by one of the most influential athletes of our time.
