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Serena Williams steps into cosmetics space with Wyn Beauty

Wyn Beauty products, designed with flexible formulas that keep skin hydrated all day, will be available online and at 685 Ulta Beauty stores nationwide.
serena williams

Tennis champion Serena Williams is stepping into the beauty space with a new cosmetics line. 

Wyn Beauty features products designed with flexible formulas that keep skin hydrated all day, and span across the face, lip and eye categories. 

“I’m so excited to introduce Wyn Beauty to the world,” the founder and entrepreneur said. “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 7 am 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.”

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All of the brand’s products and shades were named as personal affirmation, inspired by the ones Williams wrote down in her match books and ones she used in the locker room before playing. 

[Read more: Olehenriksen’s Instant Glow Moisturizer preps skin for makeup]

“Beauty is a field where everyone wins," said Williams. “You set and define your own personal goals and standards. Wyn isn't about being THE best, but your best.”

Available in packaging that represents energy and determination, each product also includes gold accents to celebrate her gold medals, as well as a unique netting design that will be featured at select Ulta Beauty stores.

“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,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty. “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.”

wyn beauty

Wyn Beauty was founded by Williams through a joint venture partnership with Good Glam Group. 

[Read more: Milani Cosmetics’ Fruit Fetish Lip Oil intros new shades]

“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,” said Darpan Sanghvi, founder of Good Glamm Group.

Consumers will be able to shop the brand on its website and ay 685 Ulta Beauty stores and online beginning April 7. 

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