Tennis champion Serena Williams is entering celebrity beauty at Ulta with an inclusive, 10-product eye, lip and face makeup brand, called Wyn.
court, while a long, wooden table to Williams’ left is covered with mood board imagery, from which a few themes can be surmised — dewy skin, defined brows, an array of neutral to bold-colored lips. Dispersed across the photos arepackaging boxes, each a bright yellow-green hue dubbed “Wyn Chartreuse” — the signature color of Williams’ new makeup line, Wyn Beauty.
“We feel bullish about Wyn — for one, because it’s been in the making for a very long time, but also because of what Serena evokes for the consumer.
“It could be someone who’s going to work for a 9-to-5; it could be me, a mom — it could be someone who works at home and is on Zoom meetings. Active doesn’t mean you have to win Grand Slams or Wimbledon trophies — which is OK, too, because — check,” Williams laughed. “It’s about that one-application makeup where you can apply it once and be able to rely on it the entire day.
In other cases, Williams would find herself grappling with products that didn’t adequately cater to her skin tone. Wyn also joins Ulta’s Conscious Beauty assortment, an important consideration for Williams. “A big key for me was ‘clean,’” she said, gesturing toward her backyard fruit patch, a chicken coop and bee garden. “As much as we understand gut health, we need to start understanding what we’re putting on our face. Clean is where the journey began.”
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