The collection can be found online or at 685 Ulta Beauty stores in the US

Since Serena Williams retired from playing tennis in 2022, she has been engaged in projects and events that she can lend her celebrity to, one such being a new makeup venture. WYN Beauty by Serena Williams was launched this year as a joint venture partnership with the Good Glamm Group, a company known for their disruption and inclusivity. Williams wanted to create makeup for women on the move, whether that be in sports or just life in general, but dedicated to the fact that skin is hydrated all day. The brand stands by the tagline: “it’s makeup you can move in.” For Williams, this new entrepreneurial venture is not to make women beautiful because she sees them as naturally beautiful already. The mission of the brand is to enhance what’s already there. 

"I'm so excited to introduce WYN Beauty to the world," she says in launch notes. “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. 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. I needed makeup that could truly move with me. 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.”

The various products in the collection are made to help women stand out, something Williams was known for doing on the court. Her style personality shown through on the tennis court when she wore noticeable colors and leopard prints, donned beaded braids, wore her nails in a unique way, and was known for cat eyeliner. This is something Ulta Beauty took notice of when they decided to work with Williams to launch the brand in their stores. “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,” says Monica Arnaudo, chief merchandising officer at Ulta Beauty.

The collection, is filled with makeup products for the face, lips, and eyes, all named with positive affirmations (brave, momentum, shine, discover, push, build, move) that she jotted down in her “match books” as a way to encourage herself in the locker room before matches. Each product is made with skin-loving ingredients that keep the skin hydrated, and that are vegan and cruelty free.

The first thing you notice is the packaging, done in optical yellow fluorescent, the same color of a tennis ball. Fun fact: tennis balls have been this color since 1972 as they are easy to spot on television. So the packaging certainly stands out.

The collection

Face

Featuring You Hydrating Skin Enhancing Tint SPF 30 – This lightweight formula enhances skin with buildable coverage and a radiant natural finish. Formulated with invisible sun protection and the Truly Unstoppable HydraComplex™ for up to 72 hours of hydration. Available in 36 shades. 30ml / 1 fl oz. – $29

Nothing to See Soft Matte Creamy Concealer – Provides buildable, medium coverage with a soft-matte finish. The cream-to-powder longwear formula blends seamlessly, while the Truly Unstoppable HydraComplex™ delivers up to 72 hours of hydration. Available in 20 shades. 5.5ml / 0.18 fl oz. – $25

MVP: Most Versatile Pigment Multifunction Lip and Cheek Color – Delivers buildable, longwear color with a natural, satin finish. The smudge-resistant gel formula blends smoothly. The Truly Unstoppable HydraComplex™ delivers up to 72 hours of hydration. Available in 8 shades. 4.5ml / 0.15 fl oz. – $21

Lips

Word of Mouth Max Comfort Matte Lipstick – A comfortable, hydrating, full coverage matte finish with color payoff in just one swipe. Available in 10 shades that look great no matter what your skin tone or undertone. 3.5g / 0.12 oz. – $20

Say Everything Max Intensity Feather Weight Lipstick – Hydrating satin finish, paired with an impactful one swipe color payoff. Formula delivers up to 24 hours of hydration. Available in 10 shades that look great no matter your skin tone or undertone. 1.7g / 0.06 oz. – $20

No Words Needed Lip Serum – This non-sticky, lightweight formula helps hydrate lips for up to 24 hours. Rich with nourishing ingredients including antioxidant Vitamin E, Wild Mango Butter, Jojoba Oil and Karite. Available in 1 shade. 3ml / 0.10 fl oz. – $18

Eyes

Big Vision Lengthening & Defining Tubing Mascara – Coats each eyelash in tubing technology for maximum length and definition. The double-arched brush ensures lashes are coated from root to tip in a flake-resistant and smudge-resistant formula for up to 24 hours wear. Available in 1 shade, Focus Black. 9ml / 0.30 fl oz. – $19

Glideline Waterproof Liquid Eyeliner – Achieve Serena’s signature cat-eye with this smudge-proof, waterproof, sweat-resistant, carbon black-free eyeliner with up to 24-hour wear. Available in 1 shade, Focus Black. 0.55ml / 0.02 oz - $21 

Glideline Longwear Eye Pencil – This eyeliner creates precise lines and smokey looks with ease and without tugging. The pencil is transfer-resistant, sweat-resistant and smudge- resistant. Available in 1 shade, Focus Black. 0.38g / 0.01 oz - $19

Taking Shape Brow Shading Pencil – This pencil’s versatile triangle tip creates fine, hair-like strokes. The flexible hold formula is infused with Vitamin E and Argan Oil to help condition brow hairs. Available in three shades. 0.17g / 0.006 oz – $19

You can find WYN Beauty at wynbeauty.com, at select Ulta Beauty stores in the US, or on ulta.com.