With 73 career titles and 23 Grand Slam wins, Serena Williams has already cemented her status as a tennis legend. But even off the court, she keeps breaking new ground. From championing women’s sports to being a hands-on mom, she’s always pushing the limits. And in April 2024, she stepped into a brand-new role—beauty founder. The American tennis icon launched her own makeup brand, Wyn Beauty, designed for women on the go, just like her. Fast forward to today, and the company is already celebrating its first anniversary.
For more than six years, Williams had a vision for a beauty brand that reflected her personality and resilience. That dream turned into reality when she partnered with The Good Glamm Group to bring Wyn Beauty to life in the U.S. However, it wasn’t an easy collaboration. Good Glamm Group’s founder and CEO, Darpan Sanghvi, spent an entire year convincing Serena to join forces. The result? A beauty brand built for high-performance lifestyles, featuring more than 91 shades across ten products for the face, lips, and eyes. Prices range from $20 to $30, making them accessible yet premium.
But Wyn isn’t just about makeup, it’s also about inclusivity. The 23-time Grand Slam champion wanted to create products that worked for everyone. “I couldn’t rely on makeup artists to have my color, and I had to learn how to do my own makeup,” she shared. “I never found a skin tint that I truly loved and actually worked, so I knew I needed to create something.”
Now, to mark Wyn’s first anniversary, Williams is celebrating on Instagram. In her latest video, she invites fans to a special Wyn pop-up event in Los Angeles next week. But more than that, she shares why beauty has always mattered to her. “I love beauty. I love anything that has to do with beauty,” she begins. “I always have, and when I was playing sport, I liked to try and glam up as much as I can in a tennis match, which you really can’t because you’re sweating the entire time. I always did my best whether it was through accessories, through eyeliners, and lipsticks.”
The 43-year-old is particularly proud of creating a beauty line that fits active lifestyles, especially for moms like her. “We really wanted to create a beauty line that was for active people that could last a long time. And it’s vegan and cruelty-free. All that stuff is super important to me. Honestly, I feel like I’m more active now than when I played tennis.” In the video, she also gives a quick look at her travel routine, packing her suitcase while applying Wyn products. She signs off with a playful, “Be there or be square.”
Fun fact: Serena Williams isn’t the only tennis star making waves in beauty. Naomi Osaka launched Kinlo, a skincare brand, in 2021.
But the American tennis legend isn’t just winning in the makeup world, she’s also making moves in fashion, especially in kids’ fashion.
Serena Williams Collaborates with Janie and Jack
The 23-time Grand Slam champ has teamed up with childrenswear brand Janie and Jack for a limited-edition Spring 2025 collection. And this time, it’s a family affair. For the first time ever, the 43-year-old is starring in a campaign alongside her daughters—Olympia, 7, and Adira Ohanian, 18 months.
The collection is all about bold, vibrant styles for kids up to 12 years old. Expect resort-ready outfits, swimwear, and accessories bursting with color and ombré designs. Plus, there are two mommy-and-me looks for those twinning moments. And for a nostalgic touch, the collection includes a special recreation of Serena’s childhood tennis outfit.
This collaboration was a natural fit. Serena Williams has long been a fan of Janie and Jack, and now she’s designing for them. “As a longtime fan of Janie and Jack, I’m thrilled to bring this collection to life alongside my girls,” she said. “Every piece is designed to celebrate family, style, and the special moments we share together. I poured so much love into this collection and can’t wait for families everywhere to experience it.”
From the court to beauty and fashion, Williams is proving once again that she’s unstoppable. What’s next for the GOAT?
The post “You’re Sweating the Entire Time,” Serena Williams Opens Up on Tennis Struggles While Celebrating a Year of Her Big Feat appeared first on EssentiallySports.