Introducing WYN BEAUTY by Serena Williams – a clean, high-performing makeup line inspired by Serena’s on-court elegance. It offers flexible, hydrating formulas in 91 shades across 10 products for face, lips, and eyes, encouraging self-expression with confidence and diverse color options.
Serena Williams, founder and entrepreneur, says, “I’m so excited to introduce WYN Beauty to the world. 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.”
From one of the most competitive people to ever walk the planet, Serena’s beauty philosophy is decidedly not. “Beauty is a field where everyone wins,” says Serena. “You set and define your own personal goals and standards. WYN isn’t about being THE best, but your best.” Serena’s drive to give her best has always been coupled with authenticity through beauty: from the early beaded braids to nails that grew bolder each season and her signature cat-eye, Serena Williams has proven that beauty has the power to make a statement without saying a word.
YOUR STRENGTH. YOUR BEAUTY.
Serena intentionally named all WYN BEAUTY products with personal affirmations like Brave, Momentum, Shine, Discover, Push, Build, Move, and others. The packaging’s unique WYN Chartreuse hue, gold accents, and netting design reflect Serena’s energy and determination. This exclusive partnership with Ulta Beauty will boost discovery and widen WYN BEAUTY’s reach nationwide.
Monica Arnaudo, chief merchandising officer at Ulta Beauty said, “At Ulta Beauty, we’re committed to celebrating beauty in all its forms so that everyone can express themselves through the products we offer; WYN Beauty is a shining example of this. 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.”
Serena Williams founded WYN BEAUTY in partnership with Good Glamm Group, which is known for leading beauty brands globally. Both companies share a belief in inclusive, responsible, purpose-driven products that serve their communities.
Darpan Sanghvi, founder of Good Glamm Group says, “It’s a privilege to partner and enter into this joint venture with Serena, and 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.”
THE WYN BEAUTY ASSORTMENT INCLUDES:
FACE
Featuring You Hydrating Skin Enhancing Tint SPF 30 offers lightweight coverage with a radiant finish and invisible sun protection. Formulated with Truly Unstoppable HydraComplexTM for 72-hour hydration. Available in 36 shades. The Nothing to See Soft Matte Creamy Concealer provides buildable coverage, a soft-matte finish, and 72-hour hydration. Available in 20 shades. MVP: Most Versatile Pigment Multifunction Lip and Cheek Color delivers longwear color with a satin finish and 72-hour hydration. Available in 8 shades.
LIP
Introducing Word of Mouth Max Comfort Matte Lipstick with full coverage and 10 versatile shades. Get comfortable, hydrating wear in one swipe for $20. Also, discover Say Everything Max Intensity Feather Weight Lipstick for $20 with satin finish and lasting hydration in 24 shades. Try No Words Needed Lip Serum, a hydrating formula enriched with Vitamin E and other nourishing ingredients, for $18.
EYES
Mascara lengthens and defines lashes with tubing technology. Its brush coats each lash and lasts up to 24 hours, in Focus Black at $19. Get a cat-eye with the Glideline Waterproof Eyeliner, $21. The Longwear Eye Pencil gives precise lines, in Focus Black at $19. The Taking Shape Brow Pencil creates hair-like strokes with a conditioning formula, available in three shades for $19.
