Tennis star Serena Williams is making waves in the beauty industry with her new vegan makeup line, “WYN Beauty,” crafted for those who lead active lifestyles. The 23-time Grand Slam champion showcased her entrepreneurial spirit during several appearances in New Orleans this weekend, beginning with a meet-and-greet at Ulta Beauty on July 5, where fans eagerly lined up for hours to meet her.
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WYN Beauty emphasizes inclusivity, featuring a wide shade range with “deeper skin tones as the starting point.” Williams highlighted the importance of this intentional approach: “An intentional shade range was deeply important to me in launching our complexion products. From being on tour, I’ve had many experiences where the countries I traveled to didn’t have shades for me,” she shared in an email interview with GulfLive.com.
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As celebrities increasingly venture into the beauty realm—like Rihanna with Fenty and Selena Gomez with Rare Beauty—this expansion feels natural for Williams, who has long been recognized for her fashion sense both on and off the court. “I’ve always been a beauty junkie, and I like to think of beauty as a form of self-expression. I have always loved playing with makeup and fashion,” she said.
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Williams has made headlines for her bold fashion choices over the years, from her iconic hair beads in her early career to the controversial catsuit she wore at the 2018 French Open, which led to a ban from the French Tennis Federation. “The world has seen me express myself in many ways, from doing my own nails before matches (I’m a licensed nail tech!) to perfecting my 5-minute locker room beauty routine and playing with bold color,” she noted. “I try not to focus on what the world decides is beautiful.”
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In addition to promoting beauty, WYN Beauty is committed to philanthropy. Inspired by her difficult experience giving birth to her daughter Olympia in 2017, the brand aims to support organizations that provide maternal care services.
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After her appearance at Ulta, Williams also participated in a beauty panel at Essence Fest, further solidifying her role as a leader in both sports and beauty.

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Serena Williams on Her New Makeup Line: “I Focus on My Own Definition of Beauty, Not the World’s”