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.

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.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

'Everyone Can Profit From It': What Is DeepSeek? China's 'Cheap' to Make AI Chatbot Climbs to the Top of Apple, Google U.S. App Stores

DeepSeek researchers claim it was developed for less than $6 million, a contrast to the $100 million it takes U.S. tech startups to create AI.

Business News

Elon Musk's DOGE Is Hiring People Eager to 'Work Long Hours' to Eliminate 'Waste, Fraud and Abuse' in the Government. Here's How to Apply.

The Department of Government Efficiency is hiring U.S. citizens to help cut spending and headcounts in the federal government.

Business News

'I Love Doing Product Reviews': Bill Gates Stepped Down from Microsoft in 2020, But Admits He Still Spends 15% of His Time Working at the Company

In a new interview with the Wall Street Journal, Gates also said he is still close with Microsoft's CEO Satya Nadella.

Business News

Uber's CEO Says Drivers Have About 10 Years Left Before They Will Be Replaced

Uber CEO Dara Khosrowshahi says the jobs of human drivers are safe for the next decade, but after that, another type of driver will take over.

Leadership

Strong Leaders Thrive in Complexity — Here Are 5 Leadership Level-Ups for 2025

Leadership isn't static. It's a journey of continual learning and evolution. Here are some lessons for leaders this year.