To facilitate the launch of American Tennis icon Serena Williams‘ ‘high-performance’ beauty brand, WYN BEAUTY has entered into a joint venture with Good Glamm Group.
With 91 shades across 10 distinct products in the face, lip and eye categories, the brand is committed to ‘living in color with confidence’ and is slated for launch in partnership with Ulta Beauty, one of America’s largest beauty retailers, exclusively at 685 Ulta Beauty stores across the U.S. and at Ulta.com on April 7, 2024, in addition to being available on the brand’s official website- wynbeauty.com.
Incepted out of the need for a new brand of ‘clean, high-performing and skin-loving makeup designed for life’, WYN BEAUTY intends to be a true reflection of the ‘poetry in motion’ that the tennis star and its founder is on the court and not just providing ‘photo finish’.
A testament to this philosophy is the tennis icon’s own drive to give her best has mostly been coupled with authenticity through beauty- from the early beaded braids to nails that grew bolder each season and her signature cat-eye, Williams has proven that beauty has the power to make a statement without saying a word.
But since the sports personality knows that words matter, all of WYN BEAUTY’s products and shades have intentionally been named as personal affirmations- like the ones she wrote down in her ‘match books’ and relied on in the locker room before playing- Brave, Momentum, Shine, Discover, Push, Build, Move, among others.
The ‘unique’ WYN Chartreuse hue of the packaging, which represents an energy and determination that is signature Williams, along with gold accents to celebrate her gold medals and unique netting design will be featured in a first-of-its-kind eye-catching brand expression in select Ulta Beauty stores.
Known for its disruptive tech-enabled portfolio of leading beauty and personal care brands across global markets, Good Glamm’s ‘thoughtful’ approach to brand-building, and a shared belief that products should be inclusive, responsible, purpose-driven and serve their communities is what helped in the JV’s fruition.
Rooted in William’s philosophy that ‘beauty is a field where everyone wins’ and that ‘an individual sets and defines one’s own personal goals and standards’, WYN Beauty isn’t about being ‘the best’, but ‘your best’.
Commenting on the launch, tennis player turned Founder and Entrepreneur, Williams, said, “I’m so excited to introduce WYN Beauty to the world. 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 am 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,” she added.
Commenting on the joint venture, Darpan Sanghvi, Founder, Good Glamm Group, said, “It’s a privilege to partner and enter into this joint venture with Serena, and 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.”
To this, Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty, added, “At Ulta Beauty, we’re committed to celebrating beauty in all its forms so that everyone can express themselves through the products we offer; WYN Beauty is a shining example of this.”
“Since meeting Serena several years ago, it was clear her passion for beauty would lead to a brand and product collection that embodies her winning spirit and brings a new perspective to makeup that beauty enthusiasts desire,” she added.
