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Serena Williams marks a major milestone in her post-professional tennis career. The 23-time Grand Slam champion and decorated athlete celebrates one year since her makeup label Wyn Beauty launched in April 2024. For the special occasion, Williams’ Wyn Beauty will host a two-day pop-up event in Los Angeles on April 11 and April 12.
One year following Wyn Beauty’s launch, Williams learned the “importance of staying true to your vision while staying nimble, listening to our community and learning along the way. I created Wyn Beauty to celebrate movement, and to carve out a space for active beauty within the industry,” she told WWD via email.
“People told us not to lean too far into ‘active’ and questioned whether or not the beauty industry would get behind a brand inspired by movement. We’ve stayed true to our original vision and have created a brand dedicated to empowering people no matter where they are in their personal journeys.”
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The pop-up events celebrating Wyn Beauty’s anniversary will feature a shade-matching station to provide every visitor with their perfect match from the 36 inclusive shades available with Wyn Beauty. The pop-ups will take place from noon until 6 p.m. PST at The Lighthouse on April 11 and The Brig on April 12. The pop-ups for and success of Williams’ beauty brand thus far wouldn’t have been possible without Wyn Beauty’s collaboration with Shopify, the e-commerce company with which Williams chose to launch her beauty brand.
“When it came to finding the right platform to launch our brand on, Shopify was a no-brainer,” Williams said. “I’m impressed by how fast and adaptable their platform is, and how they’re constantly enhancing features that strengthen the customer experience, which is so important to us as a start-up,” she said of Shopify.
“As our commerce business evolves and grows, they will remain a key partner, and I’m proud to have that kind of innovative thinking powering our online store. We’re creating meaningful connections with our community and our consumers are loving it.”
Making space in the beauty industry with Wyn is the latest evolution in Williams’ career off the tennis court. Williams played her last tennis match in September 2022 at the U.S. Open, the site at which she won six singles titles, two doubles titles and one mixed doubles title over the course of more than a decade.
“Whether I’m on the tennis court or in business, I like to think I’m pushing boundaries and evolving,” Williams said. “With Wyn Beauty, we’re still at the beginning of what we hope is a long and fruitful journey. In the future, I see Wyn not just as a beauty brand, but as a platform for all people to feel confident and beautiful in their own skin — no matter what stage of life they’re in.”
A mom of two, who recently designed a kids’ collection in collaboration with Janie and Jack, Williams’ daughters — seven-year-old Olympia and one-year-old Adira — continue to be a source of inspiration for the Wyn Beauty founder. “It’s hard not to be inspired by my daughters — they have a natural confidence about who they are at such an early age. It’s a beautiful thing to see,” Williams said.
“With Wyn Beauty, I want to empower that same sense of confidence and self-love in our consumers. Especially our younger customers because I know from firsthand experience how important it is to live by the understanding that beauty comes from within, and it’s all about how you feel about yourself and celebrate your personal Wyns.”
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