Serena Williams made a stylish return to the 2024 US Open, but this time, it wasn’t just about tennis—it was about business.
The tennis legend, who retired from the sport in September 2022, used her appearance at the event to subtly promote her cosmetics brand, Wyn Beauty.
Williams attended days six and seven of the tournament, showcasing $192 worth of products from her brand, including a $29 skin tint, $25 concealer, and $20 lipsticks.
According to a press release from Wyn Beauty, she strategically utilized her time at the US Open by inviting influencers to her suite to try out the products and share their experiences on social media.
One such influencer, Hailey Sani, posted an Instagram reel with Williams, where they applied Wyn Beauty lip products while recreating a popular TikTok meme. The video quickly gained traction, amassing over 695,000 views in just two days.
Williams’ promotional efforts didn’t stop with cosmetics. On her second day at the event, she wore a neon-yellow Gucci ensemble that complemented the tennis-inspired shades of her brand.
The outfit, which totaled $4,170, included a $2,100 monogram dress, $1,150 men’s sneakers, and a $920 pouch.
Amidst the business, Williams also took a moment to enjoy the event, filming herself trying the Honey Deuce cocktail, a US Open favorite that generated nearly $10 million in sales the previous year.
While it’s unclear how Wyn Beauty will perform financially in 2024, Williams’ savvy marketing at one of the year’s biggest sporting events demonstrates her deep understanding of her audience and her ability to seamlessly blend business with pleasure.
