Wyn Beauty by Serena Williams

SUMMARY

Wyn Beauty is a high-performance makeup brand founded by tennis legend Serena Williams in April 2024 as “makeup you can move in”. Designed for active lifestyles, the beauty brand offers cruelty-free ingredients that wear beautifully and nourish skin as the user moves throughout their day. The brand is committed to living in colour with confidence and its products were formulated, tested, and perfected with deeper skin tones as the starting point — meaning everyone will find their match.

HISTORY

The inception of Wyn Beauty dates back to 2018 when Serena Williams, during her tennis career, identified a gap in the market for makeup that could withstand the demands of an active lifestyle. Collaborating with the Good Glamm Group, a beauty incubator based in India, Williams developed a line of products that are both performance-driven and skin-loving. The brand’s official launch in April 2024 featured a 10-product collection, including items such as the MVP: Most Versatile Pigment Multifunction Lip and Cheek Color and the Featuring You Hydrating Skin Enhancing Tint SPF 30. These products are designed to offer long-lasting wear, catering to individuals with active routines.

“My mission was to create a space I’ve always craved, where active beauty is celebrated and makeup is made to move in. Beauty should be fun, a source of extra confidence that lets you focus on everything else that matters to you. These are products for everyone who knows they don’t have to pick between looking and performing their best,” says Serena Williams on the official website.

In August 2024, to commemorate the 25th anniversary of her first Grand Slam victory, Williams introduced a new collection of lip glosses and liners under the Wyn Beauty brand. This release further expanded the brand’s product offerings and solidified its presence in the beauty industry. Wyn Beauty’s products are available through various retail channels, including Ulta Beauty stores and the brand’s official website. The brand’s commitment to inclusivity is evident in its extensive shade ranges, ensuring that individuals of all skin tones can find suitable products. In 2025, the brand received recognition for its innovative approach to beauty, being named among the top beauty brands in the industry.

Wyn Beauty is committed to making movement, sports & wellness activities more accessible to young people and overlooked communities. Through Shopping Gives, it helps support organizations that create pathways to healthier, more active lifestyles for those facing geographical and financial obstacles.

VISION

Serena Williams envisions Wyn Beauty as more than just a cosmetics line; she aims to create a space where active beauty is celebrated. Her goal is to offer makeup products that not only enhance appearance but also support the dynamic lifestyles of individuals. Through Wyn Beauty, Williams seeks to empower individuals to embrace their beauty confidently, without compromising on performance or inclusivity.

MISSION STATEMENT

Wyn Beauty’s mission is to provide high-performing, clean, and cruelty-free makeup products that cater to the needs of individuals with active lifestyles. By formulating products with deeper skin tones as the starting point, the brand ensures that everyone can find their perfect match. The brand is committed to living in color with confidence, offering versatile products that enhance natural beauty and support diverse skin tones.

KEY TEAM

• Serena Williams – Founder and CEO
• Kartik Rao – Board Member, representing The Good Glamm Group

PRODUCTS AND SERVICES

Wyn Beauty’s product portfolio includes a range of makeup essentials designed for durability and performance. Notable products include the MVP: Most Versatile Pigment Multifunction Lip & Cheek Color, the Featuring You Hydrating Skin Enhancing Tint SPF 30, and the Big Vision Lengthening & Defining Tubing Mascara. The brand also offers lip glosses, liners, and brow products, all formulated to withstand active lifestyles while providing a natural and radiant finish.

AWARDS AND RECOGNITION

Within five months of its launch, Wyn Beauty received seven beauty awards, highlighting its innovative approach to active beauty. In 2025, the brand was recognized among the top beauty brands in the industry for its commitment to inclusivity and performance.