Serena Williams and a handpicked group of esteemed guests gathered in grandeur on Wednesday at Bathhouse Studios in New York to mark the launch of Williams’ new Wyn Beauty collection.

The affair showcased a curated selection of products from Wyn Beauty, adorned with a color scheme reminiscent of tennis balls, paying homage to the sporting prowess of the 23-time Grand Slam champion. Accompanied by her elder sister Venus Williams, a seven-time Grand Slam champion and successful entrepreneur, Serena posed for photographs, their outfits almost mirroring each other in a coordinated fashion. Notable personalities like Ashley Graham, former “The Bachelorette” star Tayshia Adams, and emerging tennis talent Alycia Parks were also in attendance, adding to the glitz of the occasion.

New York’s Bathhouse Studios was decked out in a shade of tennis ball green, and featured lockers with Ulta Beauty bags hidden inside. Wyn Beauty is available in 680 Ulta stores and online.

“I love to win — winning is my life,” Williams told WWD’s Beauty Inc. in a recent profile. “Our chartreuse pays homage to the tennis ball, which kind of pays homage to championships, which pays homage to the idea of winning,” Williams continued. Williams has won 23 Grand Slam singles titles and 14 Grand Slam doubles titles.

Before the pandemic, Williams had been in talks with Ulta Beauty about launching a makeup line and had been developing the collection for approximately six years. Monica Arnaudo, Ulta’s chief merchandising officer, expressed confidence in the Wyn Beauty line, citing its lengthy development process and Serena’s influential appeal to consumers. Arnaudo emphasized Serena’s global recognition as the most prominent female athlete, her empowering presence, and her enduring passion for beauty as factors driving optimism for the brand’s success.

Wyn Beauty’s product line strives to offer both high-performance and affordability, catering to individuals with active lifestyles. According to Williams, the brand’s target audience is broad, including those with various daily routines such as working a 9-to-5 job, being a parent like herself, or even individuals working from home attending Zoom meetings. Williams emphasizes that being active doesn’t necessarily entail winning Grand Slams or Wimbledon trophies, highlighting the inclusivity of the brand.