The packaging is tennis-ball green. The formulas are pro-standard. But the biggest clue may be in the name. Wyn Beauty by Serena Williams has just launched in the US and it's already creating ripples this side of The Pond.
Not content with winning 23 Grand Slams, the tennis legend can now add beauty mogul to her impressive list of accomplishments with a 10-piece inclusive makeup range that includes foundation, lipstick and eyeliner.
“Serena has taught me so much… she is the greatest, ever.”
It's perhaps unsurprising that Serena decided to launch into the beauty space with colour, given her signature cat-eye liner and love-affair with eye-catching nail art during her on-court career.
But it's the tagline on her website that speaks volumes about the intention and positioning of the collection. As well as playing to self-expression Wyn Beauty by Serena Williams is also rooted in practicality. “We make products for life, not just a photo finish” it reads.
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Serena elaborates on this idea in an interview with People magazine. “Imagine you're on center court and you're winning, and then you have 15 minutes to get ready before your press conference — and that includes undoing all the tape jobs and showering. You want to look halfway decent after sweating for hours,” she says. "So for me, it was really just about: how am I able to represent myself in the best way? What are those key products you need to look presentable?”
She also discussed the lack of inclusivity and foundation shades at the start of her career 20 years again, telling the title, “I had to be the biggest advocate for my makeup. I couldn’t rely on makeup artists to have my color, and I had to learn how to do my own makeup.”
What products are in Serena's Wyn Beauty collection?
Six years in the making, there is the Featuring You Hydrating Skin Tint with SPF 30, which, as the name implies, is a lightweight foundation that comes in no fewer than 36 shades.
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Unlike beauty brands that have expanded their shade range to include deep skin tones, Serena made them the starting point and perfected these shades first to ensure a match for everyone.
Complimenting the foundation is the Nothing To See Soft Matte Creamy Concealer in 20 shades, which promises 72 hour hydration, and a gorgeous lip-and-cheek colour that adds an energising flush to the face.
Serena has gone big with the lip category, with shades ranging from a pop of hot pink to rich brown and berry shades. Matte lipstick lovers will swoon over Word of Mouth but there's also a more featherweight lipstick option, as well as a high-shine No Words Needed Lip Serum in a vibrant pink hue.
Alongside the liquid eyeliner, there's the all-in-one Glideline Longwear Eye Pencil, which includes a sponge-tip applicator for smoked-out eyes and a sharpener to create sharp lines. A tubing mascara for maximum lash length and brow pencil round off the collection.
Prices range between $18 and $29. Better still, the mother-of-two is pledging to support maternal care organisations with profits from Wyn Beauty.
Is Wyn Beauty available to buy in the UK?
Sadly, Wyn Beauty is currently only available to buy in the US. However, the brand has teased that it is “aiming to be available in additional countries in the future” and there is a mailing list you can join via the Wyn Beauty website to be notified when shipping to the UK becomes available. Also watch this space…
For more from Fiona Embleton, GLAMOUR's Associate Beauty Director, follow her on @fiembleton.
