Serena Williams Launches New Cosmetics Line

Wyn Beauty was inspired by challenges the tennis champ faced 20 years ago when getting press-ready after competitions with a lack of shade matches for deeper complexions.

Serena Williams is serving up a new hustle in the beauty world.

After six years in the making, Wyn Beauty is finally here. The 23 Grand Slam champion said the cosmetic brand was inspired by her days on and off the court, according to PEOPLE.

The brand features over 90 versatile products for the entire face starting at $18 including a skin tint, lipstick, mascara, and waterproof eyeliner that can be purchased on April 7 at and

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“I've always been into beauty,” she told the outlet. “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.”

She added, “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."

The mom of two also elaborated on the hassle of doing her own makeup with a lack of product matches for deeper complexions back in the day.

“When I would travel to places 20 years ago before 40 shades of foundation existed, I had to be the biggest advocate for my makeup. I couldn’t rely on makeup artists to have my color, and I had to learn how to do my own makeup,” she explained. “ I never found a skin tint that I truly loved and actually worked, so I knew I needed to create something.” 

Williams said she started working on Wyn Beauty "before COVID" and was able to devote more time to the business after her September 2022 retirement.

The collection is a nod to the tennis world with tennis ball green packaging that Williams said "made sense and is authentic to my story," while adding "It means a lot to me because I will always love tennis.”

Some of her favorite products include the brand's lip and cheek tint [called] MVP: Most Valuable Pigment, Hydrating Skin Tint with SPF 30, Featuring You, Soft Matte Creamy Concealer, Nothing to See that she “can't leave home without."

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