Serena Williams launches WYN Beauty at West Palm Beach Ulta

Tennis icon Serena Williams recently made a special appearance at the Ulta Beauty store in her Palm Beach Gardens neighborhood to debut her highly anticipated makeup line, WYN Beauty by Serena Williams.

During her visit, she engaged with customers, offering personalized guidance on choosing the right products from her extensive collection, which incorporates concealers, lip serums, lipsticks, blushes, eyeliners, eyebrow products and mascaras. According to , products packed in neon green packaging imitating a tennis ball, cover skin tone in 36 different shades with a wide range of shades including warm, cool, peach, olive and neutral. This inclusive approach stems from Williams’ own struggles to search out makeup that complemented her complexion while traveling and dealing with makeup artists unfamiliar with the sweetness needs of Black women.

In an April 4 press statement, Williams emphasized the will to create clean, efficient and skin-loving makeup that moves with the wearer throughout the day. “I needed makeup that may really move with me. This is the goal of WYN BEAUTY – for people to live in it on daily basis and enhance the sweetness they have already got.

Offering 91 shades across 10 different products, WYN Beauty strives to cater to a wide selection of skin tones and preferences. Williams shared her vision, saying, “Throughout my career, I have always sought makeup that would look good after hours spent on the court, mixing products myself and creating my own formulas while traveling the world… As I grew… I needed products that I could apply…and still look good at the end of the day.”

Williams’ WYN Beauty line is the results of a groundbreaking partnership with Good Glamm Group, an revolutionary technology-driven conglomerate known for disrupting global beauty and private care markets. Each product and shade is extremely personal and has an empowering name that doubles as an affirmation – comparable to ‘Bold’, ‘Momentum’, ‘Shine’, ‘Discover’, ‘Push’, ‘Build’ and ‘Move’ . – echoing the motivational mantras Williams wrote in her “matchbooks” before taking the court.

WYN Beauty has secured a coveted presence in select Ulta Beauty retail locations, introducing Williams’ vision for inclusive, performance makeup to a wider audience.

In addition to Saturday’s product launch in Florida, Williams connected with beauty influencers and provided advice to young girls playing sports.