Good Glamm Group enters into joint venture with Serena Williams

Introducing WYN BEAUTY by Serena Williams, a new  brand of clean, high-performing, skin-loving makeup designed for life, not just a photo  finish. A true reflection of the poetry in motion that Serena is on the court, it’s makeup  you can move in – flexible formulas that wear beautifully and keep hydrated all day. With  91 shades across 10 distinct products in the face, lip and eye categories, the brand is  committed to living in color with confidence, so everyone will find their match. 

"I'm so excited to introduce WYN Beauty to the world," says founder and entrepreneur  Serena Williams. “To me, beauty has always been about self-expression and stepping  into the best version of myself. Throughout my career, I was always searching for makeup  that looked good after hours on the court, mixing products myself and creating my own  formulas while traveling the world. As I evolved and remained active both on and off the  court, I needed products I could apply at 7am before a full day of meetings, spending  time with my kids, making time for the things I love and still look good at the end of the  day. I needed makeup that could truly move with me. That's the intention behind WYN  BEAUTY – for people to live in it every single day of their lives and enhance the beauty they  already have.” 

From one of the most competitive people to ever walk the planet, Serena’s beauty  philosophy is decidedly not. “Beauty is a field where everyone wins,” says Serena. “You  set and define your own personal goals and standards. WYN isn’t about being THE best,  but your best.” Serena’s drive to give her best has always been coupled with authenticity  through beauty: from the early beaded braids to nails that grew bolder each season and  her signature cat-eye, Serena Williams has proven that beauty has the power to make a  statement without saying a word. 

Your Strength. Your Beauty. 

But Serena also knows when words matter – all WYN BEAUTY products and shades were  intentionally named as personal affirmations – like the ones Serena wrote down in her  “match books” and relied on in the locker room before playing—Brave, Momentum,  Shine, Discover, Push, Build, Move, among others. The unique WYN Chartreuse hue of  the packaging, which represents an energy and determination that is signature Serena,  along with gold accents to celebrate her gold medals and unique netting design will be  featured in a first-of-its-kind eye-catching brand expression in select Ulta Beauty stores.  As the largest and premier beauty destination in the U.S., the exclusive retail partnership  will fuel discovery and allow more people to experience WYN BEAUTY nationwide. 

“At Ulta Beauty, we are committed to celebrating beauty in all its forms so that everyone  can express themselves through the products we offer; WYN Beauty is a shining example  of this,” said Monica Arnaudo, chief merchandising officer at Ulta Beauty. “Since  meeting Serena several years ago, it was clear her passion for beauty would lead to a  brand and product collection that embodies her winning spirit and brings a new  perspective to makeup that beauty enthusiasts desire.” 

WYN BEAUTY was founded by Serena Williams through a joint venture partnership with  the Good Glamm Group, known for its disruptive tech-enabled portfolio of leading  beauty and personal care brands across global markets. Good Glamm’s thoughtful  approach to brand-building, and a shared belief that products should be inclusive,  responsible, purpose-driven and serve their communities makes them a great partner. 

“It’s a privilege to partner and enter into this joint venture with Serena, and work with her  to bring life to her vision of WYN BEAUTY and create products that truly deliver high  performance, synonymous with what she stands for” says Darpan Sanghvi, founder of  Good Glamm Group. 

WYN products are formulated with clean, skin-loving ingredients that hydrate the skin,  and are vegan and cruelty-free. The long-wear and sweatproof products are lightweight,  formulated to be in motion and available in an expansive range of shades and  undertones. 

The WYN Beauty Assortment Includes: 

FACE 

• Featuring You Hydrating Skin Enhancing Tint SPF 30 – This lightweight formula  enhances skin with buildable coverage and a radiant natural finish. Formulated with  invisible sun protection and the patented Truly Unstoppable HydraComplexTM for up to  72 hours of hydration. Available in 36 shades. 30ml / 1 fl oz. – $29 
• Nothing to See Soft Matte Creamy Concealer – Provides buildable, medium coverage  with a soft-matte finish. The cream-to-powder longwear formula blends seamlessly,  while the Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration.  Available in 20 shades. 5.5ml / 0.18 fl oz. – $25 
• MVP: Most Versatile Pigment Multifunction Lip and Cheek Color – Delivers buildable, longwear color with a natural, satin finish. The smudge-resistant gel formula blends smoothly. The Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration.  Available in 8 shades. 4.5ml / 0.15 fl oz. – $21 

LIP 

• Word of Mouth Max Comfort Matte Lipstick – A comfortable, hydrating, full coverage matte finish with color payoff in just one swipe. Available in 10 shades that look great no  matter what your skin tone or undertone. 3.5g / 0.12 oz. – $20 
• Say Everything Max Intensity Feather Weight Lipstick – Hydrating satin finish, paired  with an impactful one swipe color payoff. Formula delivers up to 24 hours of continuous hydration. Available in 10 shades that look great no matter your skin tone or undertone. 1.7g / 0.06 oz. – $20
• No Words Needed Lip Serum – This non-sticky, lightweight formula helps hydrate lips  for up to 24 hours. Rich with nourishing ingredients including antioxidant Vitamin E, Wild  mango Butter, Jojoba Oil and Karite. Available in 1 shade. 3ml / 0.10 fl oz. – $18 

EYES 

• Big Vision Lengthening & Defining Tubing Mascara – Coats each eyelash in tubing technology for maximum length and definition. The double-arched brush ensures lashes  are coated from root to tip in a flake-resistant and smudge-resistant formula for up to 24  hours wear. Available in 1 shade, Focus Black. 9ml / 0.30 fl oz. – $19 • Glideline Waterproof Liquid Eyeliner – Achieve Serena’s signature cat-eye with this smudge-proof, waterproof, sweat-resistant, carbon black-free eyeliner with up to 24- hour wear. Available in 1 shade, Focus Black. 0.55ml / 0.02 oz - $21 • Glideline Longwear Eye Pencil – This eyeliner creates precise lines and smokey looks  with ease and without tugging. The pencil is transfer-resistant, sweat-resistant and  smudge- resistant. Available in 1 shade, Focus Black. 0.38g / 0.01 oz - $19 • Taking Shape Brow Shading Pencil – This pencil’s versatile triangle tip creates fine, hair like strokes. The flexible hold formula is infused with Vitamin E and Argan Oil to help  condition brow hairs. Available in three shades. 0.17g / 0.006 oz – $19 

WYN BEAUTY is now available on wynbeauty.com and launches exclusively at 685  Ulta Beauty stores across the U.S. and at Ulta.com on April 7, 2024.