Serena Williams has never been one to slow down.
After a legendary tennis career boasting 23 Grand Slam titles and global superstardom, the former World No.1 has seamlessly shifted gears into the world of business – and her latest venture is making headlines for all the right reasons.
This month, Wyn Beauty, the makeup brand launched by Serena Williams in April 2024, celebrated its one-year anniversary with a special two-day pop-up event in Los Angeles. For Williams, the milestone wasn’t just about a successful product launch – it was the culmination of a vision years in the making.
Speaking to Shopify, Williams revealed that the inspiration for Wyn Beauty was born during a moment of routine preparation in the locker room at Wimbledon – the very setting where she dominated the sport for two decades.
“The moment I knew I wanted to start WYN was when I was in the locker room at Wimbledon and I was putting sun cream in my hand and then I was putting foundation and I was mixing it together to make my own skin tint,” Williams explained.
“And I thought, ‘I need to have something in my color. Also need to have this product. Is there a way I could use this while I’m playing or while I’m just using it all 24 hours throughout the day?'”
A long-term vision for inclusivity in beauty
Williams, 42, noted that her ambition to create an inclusive beauty brand didn’t come overnight. In fact, she began shaping her plans for Wyn Beauty as early as 2017, around the time she won the Australian Open while pregnant with her daughter Olympia.
“That’s when I knew it didn’t exist, and I needed to create something new. We’ve been doing this for over seven years. This is our one-year anniversary,” she said.
Wyn Beauty has since partnered with The Good Glamm Group to launch a range of 91 shades across 10 high-performance beauty products. The brand aims to cater to people of all skin tones, reflecting Williams’ commitment to inclusivity – something she felt the industry lacked during her playing days.
“Lots of dedication, lots of tears and lots of happiness,” Williams admitted. “In sport, you know when you win you either are shaking your opponent’s hand or you’re pumping your fist or something. In business, I feel like you know you’ve won just by the fact that people really love and enjoy it, but also the impact that you’re making in different people’s lives.”
Celebrating success with fans and the tennis community
Wyn Beauty’s anniversary celebrations were fittingly grand. The LA event featured a shade-matching station with 36 inclusive options and attracted attention across social media. Williams even hosted a lively TikTok collaboration event in Miami Beach, dancing with digital creators and engaging directly with fans.
In typical Serena fashion, the celebrations were energetic, glamorous, and deeply personal. Videos shared on Instagram showed the tennis icon embracing her latest role as an entrepreneur with the same passion that once made her unstoppable on court.
As Wyn Beauty moves into its second year, Williams shows no sign of slowing down.
For a woman who dominated tennis for decades, it appears her beauty empire is only just getting started.
Read the full article here
