📺 Stream EntrepreneurTV for Free 📺

Serena Williams Launches a New Company That She's Been Working on for 6 Years The products are packaged in tennis ball green.

By Sherin Shibu

Key Takeaways

  • Serena Williams announced Wyn Beauty on Thursday.
  • The active beauty brand steps into the market with 10 products in its lineup.
entrepreneur daily

Serena Williams, tennis legend and founder of Serena Ventures, is entering the beauty space with a new tennis-ball-green-packaged makeup brand.

Williams announced Wyn (pronounced "win") Beauty on Thursday, with 10 products designed for an "active" lifestyle in 91 total shades.

"I think active beauty doesn't necessarily mean running a marathon or playing in the finals of the U.S. Open: everyone's life is active," Williams told People.

Related: Serena Williams Pens Bittersweet Goodbye as She Announces Retirement from Tennis

"I'm more active now than I've ever been," Williams continued. "I wake up in the morning around 7 [a.m.] and I want to have a look that can last all day throughout all of my activities. And so it was really important for me to focus on things that could do that."

Serena Williams. Photo credit: Wyn Beauty

The line features a variety of products, from lipsticks to mascara to a skin tint with SPF. The items are vegan and cruelty-free, according to the company, and prices range from $18 to $29.

The products are available on the Wyn Beauty website and at over 600 Ulta Beauty retail stores in the U.S. and Ulta.com beginning April 7.

"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

The $30-and-under price point of Wyn Beauty is in the same ballpark as Selena Gomez's Rare Beauty, which is reportedly worth $2 billion.

Related: Is Selena Gomez the Next Beauty Billionaire?

Williams told People that the brand was six years in the making, and started before COVID, while she was still playing tennis professionally. She was able to focus more on Wyn after retiring from the sport in September 2022.

"When I would travel to places 20 years ago before 40 shades of foundation existed, I had to be the biggest advocate for my makeup," Williams told People.

Celebrity beauty brands crossed $1 billion in U.S. sales last year, according to industry tracker NIQ, with sales growth that outpaced the total beauty market.

NIQ's report stated that "given the sheer volume of celebrity Beauty launches, it's important for founders to have a clear purpose for starting the brand."

Successful beauty companies from celebrities are usually ones that clearly explain their "why" to customers, according to the report.

Related: Serena Williams Calls Out Newspaper For Using Questionable Article Title and Wrong Photo: 'Do Better'

Sherin Shibu

Entrepreneur Staff

News Reporter

Sherin Shibu is a business news reporter at Entrepreneur.com. She previously worked for PCMag, Business Insider, The Messenger, and ZDNET as a reporter and copyeditor. Her areas of coverage encompass tech, business, strategy, finance, and even space. She is a Columbia University graduate.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

These Coworkers-Turned-Friends Started a Side Hustle on Amazon — Now It's a 'Full Hustle' Earning Over $20 Million a Year: 'Jump in With Both Feet'

Achal Patel and Russell Gong met at a large consulting firm and "bonded over a shared vision to create a mission-led company."

Business News

Samsung's New Ad Pokes Fun at Apple's Controversial 'Crush' Ad

Creative universes overlap in a new ad from Samsung.

Starting a Business

This Couple Turned Their Startup Into a $150 Million Food Delivery Company. Here's What They Did Early On to Make It Happen.

Selling only online to your customers has many perks. But the founders of Little Spoon want you to know four things if you want to see accelerated growth.


All Startups Need a Well-Defined Brand Positioning Statement. Here's a 3-Step Framework to Help You Craft One.

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions.

Business News

An Ohio Pub Is Going Viral for Its 'No Exceptions' Door Policy — Here's Why

Only people of a certain age can grab a drink on a Friday or Saturday night at Donerick's Pub in Ohio.

Business News

Dell Is Labeling Hybrid Employees With 'Red Flags' Based on How Often They're in the Office

Dell will consider the frequency of employee badge swipes when it determines how hybrid employees are reviewed, rewarded, and compensated.