Serena Williams partners with Good Glamm to launch new makeup line

Tennis powerhouse Serena Williams has joined a growing list of celebrities with their own beauty brands as she launched her new makeup line, Wyn Beauty, in collaboration with  the Good Glamm Group.

The makeup line features a wide range of shades for every skin tone, across 10 essential face, lip, and eye products that are formulated in such a way that “it’s makeup you can move in.”

Serena Williams shared her excitement while introducing the brand and its ethos. 

“To me, beauty has always been about self-expression and stepping into the best version of myself. Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world,” she said.

“As I evolved and remained active both on and off the court, I needed products I could apply at 7am before a full day of meetings, spending time with my kids, making time for the things I love and still look good at the end of the day,”  the 23-time Grand Slam winner said. 

After feeling the need for makeup that could move with her and her fast-paced life, Williams took action.

“That’s the intention behind Wyn Beauty—for people to live in it every single day of their lives and enhance the beauty they already have,” she said. 

The brand promises that their products are lightweight and can last for long hours during the day, inspired by William’s own active lifestyle. The products are also “formulated with clean, skin-loving ingredients that hydrate the skin, and are vegan and cruelty-free.”

“It’s a privilege to partner and enter into this joint venture with Serena, work with her to bring life to her vision of Wyn Beauty and create products that truly deliver high performance, synonymous with what she stands for,” says Darpan Sanghvi, founder of Good Glamm Group.

Synonymous with William’s beliefs about self-expression and beauty, the products boast uplifting shade names like “Brave,” “Momentum,” and “Shine,” reflecting the affirmations Williams used on the court.

The brand will be available for purchase exclusively in select Ulta Beauty stores in the US as of now. 

“Since meeting Serena several years ago, it was clear her passion for beauty would lead to a brand and product collection that embodies her winning spirit and brings a new perspective to makeup that beauty enthusiasts desire,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty.