Serena Williams is shifting her focus towards entrepreneurship.

Having retired from her illustrious tennis career, the 42-year-old, now a mother of two, is venturing into the cosmetics industry with her own brand, Wyn Beauty by Serena Williams.

Wyn Beauty offers a range of products, including eyeliner, lipstick, and concealer, all crafted with vegan ingredients and minimal chemicals. This marks one of Williams’s initial endeavors outside of the tennis realm. Additionally, she oversees Serena Ventures, a venture fund that primarily supports businesses initiated by women or people of color, with a focus on sectors like financial technology. The prices of Wyn Beauty products vary from $18 to $29.

This initiative began several years prior to the onset of Covid. During my intense tennis schedule, I brainstormed ways to present myself on the court. With a passion for makeup, I experimented with various brands, but found a gap in the market for products suited to my active lifestyle.

Whether I was spending hours on the court, running errands, or caring for my two children, I needed makeup that could withstand the demands of my daily routine. Wyn is formulated to be long-lasting and tailored for an active lifestyle, enduring sweat and the rigors of daily life.

There are a lot of products out there, but few are multi-functional like our lip and cheek tint which has two purposes. Also, our products can be simple or glammed up. Plus, you can mix them with your other makeup as I do. I’m not saying that everything you use has to be WynYN.