Introducing Wyn Beauty by Serena Williams

Clean beauty line will launch exclusively in Ulta.

License Global

April 5, 2024

2 Min Read
Wyn Beauty products.
Wyn Beauty products.Wyn Beauty

Wyn Beauty by Serena Williams, a new brand of clean makeup, includes 91 shades across 10 distinct products in the face, lip and eye categories. The brand is committed to living in color with confidence. 

“I’m so excited to introduce Wyn Beauty to the world,” says Williams, founder, Wyn Beauty. “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 a.m. 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.”

All Wyn Beauty products and shades were intentionally named as personal affirmations – like the ones Williams wrote down in her “match books” and relied on in the locker room before playing – Brave, Momentum, Shine, Discover, Push, Build and Move, among others. The entire collection will be available in 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,” says Monica Arnaudo, chief merchandising officer, 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 was founded by Serena Williams through a joint venture partnership with the Good Glamm Group, whose thoughtful approach to brand-building, and a shared belief that products should be inclusive, responsible, purpose-driven and serve their communities makes it a good fit for Williams. 

“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," says Darpan Sanghvi, founder, Good Glamm Group. 

Wynn Beauty is now available on and launches exclusively at 685 Ulta Beauty stores across the U.S. and at on April 7. 

Read more about:

ULTA BeautyNorth America

About the Author(s)

License Global

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