“I just never give up. I fight to the end. You can’t go out and say, ‘I want a bag of never-say-die spirit. ‘ It’s not for sale. It has to be innate.” Is something Serena Williams said during her 27-year-long tennis career. During which she achieved 23 Grand Slams and 73 titles in singles. Yet, whispers of “evolution” echoed in 2022 as she departed from the baseline. She has moved on to care for her family and start up businesses like Serena Ventures, which raised $111 million for its inaugural fund, and her brands, S by Serena and Wyn Beauty. Where does it stop for the legend?
Speaking to People Magazine, Williams reflected on the sacrifices she makes. “Yeah, it definitely costs a lot,” she acknowledged, highlighting the challenges of balancing business and family life. Despite it all, her entrepreneurial spirit has flourished. Wyn Beauty just turned one and has grown significantly over the past year. With products now available nationwide through major retail partnerships, including exclusive deals with Target stores.
The brand has also collaborated with prominent fashion and beauty publications, featuring in editorial spreads and online campaigns with magazines like Allure and Vogue. This has boosted the brand’s visibility, making it a notable player in the beauty industry. However, Serena Williams seems content with her current ventures. “I’m done!” she declared. “I’m not launching anything else like this. I just am happy doing WYN Beauty. And I’m happy being a mom, and I’m happy with my venture company, and that’s a lot. We’re good!”
While she’s taking a step back from building entrepreneurial empires, you can’t deny her legacy has been strong here as well. Beyond Wyn Beauty, Serena Ventures has become a beacon for underrepresented founders, particularly women and people of color. The firm provides crucial funding and mentorship, investing in potential and breaking down systemic barriers. Its portfolio comprises dozens of early-stage companies, showcasing a diverse range of innovation. By focusing on founders who are women or people of color, Serena Ventures embodies a vision of a more equitable and inclusive business world.
S by Serena, her fashion line, champions inclusivity and body positivity, offering stylish and comfortable apparel. The brand’s growth and consistent positive reviews, coupled with its online presence and strategic partnerships, indicate strong sales. The range of sizes and quality of garments has created a loyal customer base.
Wyn Beauty has skyrocketed since its launch, featuring 10 products designed for an “active” lifestyle in 91 total shades. The line includes vegan and cruelty-free items like lipsticks, mascara, and a skin tint with SPF, priced between $18 and $29. This price point is comparable to Selena Gomez’s Rare Beauty, reportedly worth $2 billion.
Imagine what she’s capable of if she can build an empire like Wyn Beauty. Which was sparked by Williams’ experience mixing makeup during her time on the court at Wimbledon.
Serena reveals where her beauty brand was born
April 2 marked a major milestone for Serena Williams, the 23-time Grand Slam champion, as she celebrated the one-year anniversary of her makeup label, Wyn Beauty. To commemorate this occasion, the brand hosted a two-day pop-up event in Los Angeles on April 11 and 12. This event was more than just a celebration; it was a testament to Serena’s entrepreneurial spirit and her dedication to redefining beauty standards.
Serena’s journey to creating Wyn Beauty began years ago, inspired by her experiences in the locker room at Wimbledon. She recalled, “The moment I knew I wanted to start WYN was when I was in the locker room at Wimbledon and I was putting sun cream in my hand and then I was putting foundation and I was mixing it together to make my own skin tint. And I thought, ‘I need to have something in my color. Also need to have this product. Is there a way I could use this while I’m playing or while I’m just using it all 24 hours throughout the day?’” This moment sparked a seven-year journey to create a brand that would change the beauty game, especially for people of color.
The pop-up events featured a shade-matching station, offering visitors a chance to find their perfect match from Wyn Beauty’s 36 inclusive shades. Serena’s vision for Wyn Beauty was not just about launching a product line; it was about creating a movement. She partnered with The Good Glamm Group to bring 91 shades across ten high-performance products to the market.
Reflecting on her journey, she noted, “Lots of dedication, lots of tears and lots of happiness. I think in sport, you know when you win you either are shaking your opponent’s hand or you’re pumping your fist or something. In business, I feel like you know you’ve won just by the fact that people really love and enjoy it, but also the impact that you’re making in different people’s lives.”
Now that Serena Williams has declared, “I’m done!” with expanding on her businesses, it’s curious to see what’s next. Will she share more excitement from her personal life? Only time will tell.
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