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Forbes

Serena Williams' WYN Beauty Redefines How We Show Up Every Day

VENICE, CALIFORNIA - APRIL 11: Serena Williams attends WYN Beauty by Serena Williams Pop-Up powered ... More by Shopify at The Lighthouse Venice on April 11, 2025 in Venice, California. (Photo byfor WYN Beauty by Serena Williams Powered by Shopify) WYN Beauty isn't just makeup—it's a movement. Developed by tennis icon and entrepreneur Serena Williams, WYN Beauty was born from a powerful belief: that beauty should support the way we move through the world—not just how we appear in it. At the core of WYN is intention. Every product is made with clean, high-performance ingredients designed to keep skin looking and feeling better over time. It's makeup you can move in—designed for real life, not just a photo finish. VENICE, CALIFORNIA - APRIL 11: Products are displayed during WYN Beauty by Serena Williams Pop-Up ... More powered by Shopify at The Lighthouse Venice on April 11, 2025 in Venice, California. (Photo byfor WYN Beauty by Serena Williams Powered by Shopify) For Serena, that philosophy is deeply personal. 'WYN Beauty is a direct reflection of who I am—both on and off the court,' she shares. After years of juggling elite athletic performance with motherhood, meetings, and everything in between, Serena became deeply attuned to what her body—and skin—needed to thrive. 'I needed products that were clean, quick, easy to use, and truly effective. The performance had to be there.' VENICE, CALIFORNIA - APRIL 11: Products are displayed during WYN Beauty by Serena Williams Pop-Up ... More powered by Shopify at The Lighthouse Venice on April 11, 2025 in Venice, California. (Photo byfor WYN Beauty by Serena Williams Powered by Shopify) The performance-forward mindset is infused into the DNA of the brand. Take the bestselling Skin Tint, for example—a multitasking formula that delivers hydration, SPF protection and natural coverage in one effortless step. It's a game-changer for anyone with a packed schedule and no time for a 10-step routine. VENICE, CALIFORNIA - APRIL 11: Acacia McBride (R) attends WYN Beauty by Serena Williams Pop-Up ... More powered by Shopify at The Lighthouse Venice on April 11, 2025 in Venice, California. (Photo byfor WYN Beauty by Serena Williams Powered by Shopify) But what really sets WYN Beauty apart from the celebrity brand crowd is its authenticity and inclusivity. This isn't a vanity project—it's a solution. 'I used to have to mix multiple products to get what others could find in one,' Serena explains. 'I wanted to build something different. Something that works hard for you. That performs under pressure, just like I had to.' From shade range to texture to wearability, WYN Beauty is deeply considered. Every product is designed to work across skin tones, undertones, and skin types—because beauty should be for everyone. And it's not just about looking good. 'It's about feeling empowered, strong, and confident in your skin,' Serena emphasizes. 'We want WYN to be that confidence boost you carry with you, no matter what life throws your way.' VENICE, CALIFORNIA - APRIL 11: A view of the atmosphere during WYN Beauty by Serena Williams Pop-Up ... More powered by Shopify at The Lighthouse Venice on April 11, 2025 in Venice, California. (Photo byfor WYN Beauty by Serena Williams Powered by Shopify) As the beauty industry continues to evolve, so does WYN's vision. Looking ahead, the brand plans to continue building a movement around active beauty—formulas that support real life, big wins, small wins and everything in between. 'Beauty isn't about sitting still and looking pretty,' Serena says. 'It's about making moves—on your terms.' With community-building at its core, WYN is set to expand both its product lineup and its presence IRL, creating more moments for connection, empowerment and celebration. The brand isn't just carving out space in the beauty aisle—it's redefining what that space can look like for all of us. Because at the end of the day, WYN isn't about perfection—it's about progress. And Serena Williams is still, as always, leading by example.