Serena Williams always plays to win. The greatest women’s tennis player of all time racked up 23 Grand Slam titles during her career. Now, she’s taking her game into the beauty arena. Her new cosmetics line, Wyn Beauty, debuts in 680 Ulta stores today. The 10-product, vegan and cruelty-free line was created in partnership with Good Glamm Group and Ulta.

The inclusive collection ranges in price from $18 for a hydrating lip serum to $29 for a gel-cream SPF 30 skin tint in 36 shades. Wyn includes soft-matte concealer in 20 shades; tubing mascara; waterproof liquid eyeliner; brow and eye pencils; a hybrid lip and cheek color, and matte and satin lipsticks, each coming in 10 shades. The complexion and lip products are infused with jojoba oil, sunflower extracts, squalane and other hydrating ingredients to provide nourishment during wear. 

Products are housed in chartreuse packaging that matches the shade of a tennis ball. The 96-SKU line could achieve first-year sales of $50 million, according to industry sources. Williams enters the cosmetics arena at a great time. Sales of beauty products continue to soar. 

This isn’t Williams first foray into the FMCG space. In 2022, she launched Will Perform, a line of topicial pain relievers. 

Related Content:

Serena Williams’ Will Perform Brand Expands Distribution to Walmart