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Serena Williams launches Wyn Beauty

April 10, 2024

Tennis legend and entrepreneur Serena Williams has partnered with Good Glamm Group to launch Wyn Beauty, a vegan and cruelty-free makeup collection formulated for movement, reports Retail Dive.

On Thursday, April 4, Wyn Beauty debuted on its branded website; and on Sunday, April 7, the brand launched at 685 Ulta Beauty stores nationwide and on the Ulta digital site.

The initial line of cosmetics for face, lips and eyes includes ten products in 91 shades. The makeup is designed to provide hydration all day, and prices range from $18 for lip serum to $29 for hydrating skin-enhancing tint.

The launch of Wyn Beauty by Serena Williams comes as the beauty category heats up. Mass-market beauty sales grew 6%  last year, while prestige beauty increased 14%, according to data analytics firm Circana. Mass makeup sales in the United States increased 6%; while prestige makeup sales amounted to $9.9 billion in 2023—an increase of 15% compared to 2022, the company told Retail Dive.

And celebrity-backed retail brands were the fastest growing brand type among makeup, with those companies growing sales 46% year over year—about three times the rate of total prestige makeup.

Outside of tennis, Williams is an investor in a host of different companies through Serena Ventures, which launched in 2014.

Wyn Beauty follows several other celebrity-backed beauty brands that have launched in recent years, including Selena Gomez’s Rare Beauty, Rihanna’s Fenty Beauty and Beyoncé’s Cécred hair care brand.

“I’m so excited to introduce Wyn Beauty to the world,” Williams said in a statement. “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.”

Research contact: @RetailDive