We’ll be honest: “Serena Williams makeup line” was not on Allure’s 2024 celebrity beauty brand bingo card. When Wyn Beauty arrived at Allure HQ several months ago, we were a little surprised and very skeptical (the celebrity beauty brand fatigue is real). But we started using it — we’re here to do the work — and, come to find out, we hit a makeup jackpot.
Since Williams retired from tennis in 2022, she has certainly been busy in the lab and the boardroom – she’s also the founder of body-care brand Will Perform and has her venture capital firm – but this line was already in the works back when she was winning grand slams. Six years and many reformulations later, Wyn Beauty is finally on shelves. “It feels like I’ve been working on this literally forever,” Williams tells Allure. The journey to producing Wyn started with the phrase ‘active beauty.’
“I’m an active person and it doesn’t necessarily mean winning Wimbledons; I feel like I’m more active now than I was when I was playing professional tennis,” says Williams. It’s not feasible to pull up to the carpool circle in full red carpet glam — but Williams (who “doesn’t leave the house without concealer”) wanted to still serve looks at school dropoff, so she set out to create a line that would allow her to put on a face of makeup in ‘mom time.’
To those understandably raising their eyebrows at yet another celebrity beauty line, Williams says Wyn is for the everyday person. “I feel like I’m an everyday person. I know a lot of people would be shocked to hear that,” says Willams. “But even from the way I present myself on social, I’ll take off my wig and I’ll do whatever. That’s just who I am so this is something that really caters to the lives of everyday women.”
The brand’s initial launch features a lineup of 10 makeup essentials, including waterproof liquid eyeliner, pencil eyeliner, brow pencil, tubing mascara, lip oil, two lipsticks, a multitasking lip and cheek tint, matte concealer, and what we consider the brand’s hero product: a tinted sunscreen.
The sunscreen has already become a crowd favorite among Allure editors (it’s also Williams’ favorite), which was enough to earn the line April’s One to Watch title. Read on to discover why Wyn Beauty has joined our list of favorite celebrity beauty brands — a feat in itself.
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You don’t have to look hard to see Williams’ image reflected in Wyn Beauty. The round, soft matte packaging in bright chartreuse resembles a tennis ball… and the formulas inside are lightweight and hold up to a day on the move or a workout session — “you can wear our Glideline Waterproof Liquid Eyeliner for a marathon or two,” Williams says.