Serena Williams Launches WYN Makeup You Can Move In

Many stars, from actors to musicians and athletes have beauty and product lines.

Now Serena Williams is introducing WYN BEAUTY by Serena Williams, a new brand of clean, high-performing, skin-loving makeup designed for life, not just a photo finish.

The tennis champion is calling it: makeup you can move in – flexible formulas that wear beautifully and keep skin 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. The line will be exclusively at ULTA on April 7th.

“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.”

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.


  • Featuring You Hydrating Skin Enhancing Tint SPF 30 – This lightweight formula enhances skin with buildable coverage and a radiant natural finish. Formulated with invisible sun protection and the Truly Unstoppable HydraComplexTM for up to 72 hours of hydration. Available in 36 shades. 30ml / 1 fl oz. – $29
  • Nothing to See Soft Matte Creamy Concealer – Provides buildable, medium coverage with a soft-matte finish. The cream-to-powder longwear formula blends seamlessly, while the Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration. Available in 20 shades. 5.5ml / 0.18 fl oz. – $25
  • MVP: Most Versatile Pigment Multifunction Lip and Cheek Color – Delivers buildable, longwear color with a natural, satin finish. The smudge-resistant gel formula blends smoothly. The Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration. Available in 8 shades. 4.5ml / 0.15 fl oz. – $21


  • Word of Mouth Max Comfort Matte Lipstick – A comfortable, hydrating, full coverage matte finish with color payoff in just one swipe. Available in 10 shades that look great no matter what your skin tone or undertone. 3.5g / 0.12 oz. – $20
  • Say Everything Max Intensity Feather Weight Lipstick – Hydrating satin finish, paired with an impactful one swipe color payoff. Formula delivers up to 24 hours of hydration. Available in 10 shades that look great no matter your skin tone or undertone. 1.7g / 0.06 oz. – $20
  • No Words Needed Lip Serum – This non-sticky, lightweight formula helps hydrate lips for up to 24 hours. Rich with nourishing ingredients including antioxidant Vitamin E, Wild Mango Butter, Jojoba Oil and Karite. Available in 1 shade. 3ml / 0.10 fl oz. – $18


  • Big Vision Lengthening & Defining Tubing Mascara – Coats each eyelash in tubing technology for maximum length and definition. The double-arched brush ensures lashes are coated from root to tip in a flake-resistant and smudge-resistant formula for up to 24 hours wear. Available in 1 shade, Focus Black. 9ml / 0.30 fl oz. – $19
  • Glideline Waterproof Liquid Eyeliner – Achieve Serena’s signature cat-eye with this smudge-proof, waterproof, sweat-resistant, carbon black-free eyeliner with up to 24-hour wear. Available in 1 shade, Focus Black. 0.55ml / 0.02 oz – $21
  • Glideline Longwear Eye Pencil – This eyeliner creates precise lines and smokey looks with ease and without tugging. The pencil is transfer-resistant, sweat-resistant and smudge- resistant. Available in 1 shade, Focus Black. 0.38g / 0.01 oz – $19
  • Taking Shape Brow Shading Pencil – This pencil’s versatile triangle tip creates fine, hair-like strokes. The flexible hold formula is infused with Vitamin E and Argan Oil to help condition brow hairs. Available in three shades. 0.17g / 0.006 oz – $19

    WYN BEAUTY is now available on and launches exclusively at 685 Ulta Beauty stores across the U.S. and at on April 7, 2024.

The Good Glamm Group is a Personal Care company  behind Serena’s line. The Group’s brands include MyGlamm, The Moms Co, Sirona, Organic Harvest and St Botanica.

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