Serena Williams stays winning, entering the beauty space with the debut of Wyn Beauty, a 10-piece makeup line designed with an active client in mind.

“I've always been into beauty,” Williams told in an exclusive. “But when you're a tennis player, there's only so much that you can do because you’re out there on the court for hours. You move and sweat a lot, and you wipe everything away.

“Then, imagine you're on center court and you're winning, and then you have 15 minutes to get ready before your press conference—and that includes undoing all the tape jobs and showering. You want to look halfway decent after sweating for hours.

“So for me, it was really just about: how am I able to represent myself in the best way? What are those key products you need to look presentable? That's been a journey that I've been on for my entire career.”


Williams, who officially evolved away from tennis after the 2022 US Open, reveals she began working on Wyn Beauty while she was still competing on tour. The 23-time Grand Slam champion aims to not only help customers look good on and off the court, but also serve a diverse clientele with a variety of shades.

“I couldn’t rely on makeup artists to have my color, and I had to learn how to do my own makeup,” she said. “I never found a skin tint that I truly loved and actually worked, so I knew I needed to create something.”

Click here to learn more about Wyn Beauty, and the products currently on sale.