Color cosmetics' skin-forward revolution continues with the launch of Serena Williams' Wyn Beauty, a range of high-performance, skin-friendly makeup. The brand is has debuted on wynbeauty.com and launches exclusively at 685 Ulta Beauty stores and ulta.com on April 7, 2024.Wyn Beauty
Featuring 91 shades across 10 SKUs in the face, lip and eye categories, the brand is designed to meet the needs of both frequent and casual users of makeup.
For the eyes, the brand features a tubing mascara, waterproof eyeliner, brow shading pencil and long-wear eye pencil.
For the face, the brand features a hydrating SPF30 tint, matte creamy concealer, and multifunctional lip and cheek color.
For the lips, the brand offers a matte lipstick, lip serum and featherweight lipstick. The product mix aligns with trends in the booming lip category.
The launch comes at a boom time for color cosmetics. In 2023, makeup posted the fastest growing dollar sales in the prestige category, according to Circana. Prestige makeup sales grew about 15%, compared to about 6% in mass.
Makeup was also one of only two mass sectors that grew based on unit sales (the other was skin care).
Wyn Beauty's packaging features a tennis ball hue the brand calls "chartreuse.
The brand was founded by Williams through a joint venture partnership with the beauty brand-building firm Good Glamm Group.
"I'm so excited to introduce Wyn Beauty to the world," said 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 7 a.m. 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."
For the eyes, the brand features a tubing mascara, waterproof eyeliner, brow shading pencil and long-wear eye pencil.Wyn Beauty
"It's a privilege to partner and enter into this joint venture with Serena, 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.
