Tennis icon Serena Williams has launched WYN BEAUTY, a Joint Venture between her and and The Good Glamm Group.

"WYN BEAUTY by Serena Williams, a new brand of clean, high-performing, skin-loving makeup designed for life, not just a photo finish. A true reflection of the poetry in motion that Serena is on the court, it’s makeup you can move in – flexible formulas that wear beautifully and keep hydrated all day. With 91 shades across 10 distinct products in the face, lip and eye categories, the brand is committed to living in color with confidence, so everyone will find their match," said the brand. 

"I'm so excited to introduce WYN Beauty to the world," says founder and entrepreneur Serena Williams. “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.”

“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. But Serena also knows when words matter – all WYN BEAUTY products and shades were intentionally named as personal affirmations – like the ones Serena wrote down in her “match books” and relied on in the locker room before playing—Brave, Momentum, Shine, Discover, Push, Build, Move, among others.

WYN BEAUTY was founded by Serena Williams through a joint venture partnership with the Good Glamm Group.

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