Serena Williams covers the Spring Beauty Issue of Byrdie Magazine, all to promote her latest business, WYN Beauty. That’s right, Serena is entering the already oversaturated celebrity-makeup-brand industry. The interview is all about Serena talking about motherhood and makeup, and I understand why she’s done this… but I’m still not entirely sold. Serena is a smart businesswoman, but when her efforts to build personal brands have sort of fallen flat. Even after reading this profile, I’m not sure if WYN Beauty will offer anything unique to the industry, or whether this is just “the thing” every celebrity woman has to do now. I’m not a hater, I swear! I love Serena, but her biggest successes are behind the scenes as an investor. Serena talked about WYN, her daughters and a lot more – you can read the full piece here. Some highlights:
Her decision to retire in 2022: “It’s definitely not easy. I love sports and being active. Leaving something I was still good at to be a mom was such a difficult decision. But I wanted another kid, so I had to do that. Now it’s about finding balance and doing other things I’ve always loved.”
She never wore much makeup while she played tennis: “Tennis is different than other sports. Sprinters and gymnasts, for example, can wear a full face of makeup. With tennis, you can play for three hours and have sweat pouring down your face. So I had to find little ways to enhance my features. It started with the beads—that was a way to express myself. From there, I leaned into eyeliner and lipstick.”
WYN Beauty will be sold at Ulta Beauty stores and on Ulta.com. “It all started with the skin tint. I would often mix my foundation and sun cream because I couldn’t find a skin tint I loved. I realized that if I’m having this problem, other people are as well. I also remember talking to beauty publications, and they’d ask me about the products I couldn’t live without. I’d list products like eyeliner and lipstick, which I often used on my lips and cheeks. From there, I started thinking about how I could create functional and really cool products.”
Sweat-resistant makeup: The brand also embraces an “active beauty” ethos; every formula is smudge-, sweat-, and feather-resistant. Crafting products that can keep up with beauty consumers’ busy lives was of paramount importance to Williams. “I am not working out as much, but I am so active in my day-to-day life. For me, it’s about creating a collection that speaks to me, whether I’m on the tennis court or picking my daughter up from school. A little goes a long way with what we’ve created with WYN Beauty. If I wake up late, I can quickly put on our skin tint, concealer, and lip and cheek tint and look fully made up all day. WYN Beauty wants you to understand you can be glamorous and active—and own it.”
Racist and sexist rhetoric about her appearance: “I never wanted to fit into a box. I don’t look like anyone else and never will. I was one of the first athletes [in tennis] that had a differently shaped body. I felt I’ve pioneered in so many different ways, so I wanted to include beauty in that.”
What has brought her the most joy: “My kids. I can’t say that a Wimbledon trophy holds a candle to volunteering at my kid’s school.”
She hopes to inspire her daughters. “I want my daughters to look at my career and learn that being authentic to themselves is really the most important thing. You don’t have to be the best as long as you do your best. I also hope my daughters see how many different passions I have—from tennis to beauty—and learn that they can lead dynamic careers and lives across their many interests.”
“I can’t say that a Wimbledon trophy holds a candle to volunteering at my kid’s school.” Deep sigh… I understand, but she could have had both! She could have done both! But I’m not going to argue with her at this point, it’s over. As for WYN, is the unique selling point the fact that the makeup is smudge proof and sweat proof? Would, say, Serena have worn these products on court? After reading this, I am convinced that this isn’t something she’s just slapping her name on – she was intimately involved with building this company, and it bodes well that she’s already got a distribution deal with Ulta. I hope this is a success!
Photos courtesy of Avalon Red.
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- BEVERLY HILLS, CA – MARCH 10: Serena Williams at the 30th Vanity Fair Oscar Party at Wallis Annenberg Center for the Performing Arts in Beverly Hills, California on March 10, 2024. Copyright: xJeffreyxMayerx,Image: 855832525, License: Rights-managed, Restrictions: imago is entitled to issue a simple usage license at the time of provision. Personality and trademark rights as well as copyright laws regarding art-works shown must be observed. Commercial use at your own risk., Model Release: no, Credit line: IMAGO/Jeffrey Mayer / Avalon
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- BEVERLY HILLS, CA – MARCH 10: Serena Williams at the 30th Vanity Fair Oscar Party at Wallis Annenberg Center for the Performing Arts in Beverly Hills, California on March 10, 2024. Copyright: xJeffreyxMayerx,Image: 855832538, License: Rights-managed, Restrictions: imago is entitled to issue a simple usage license at the time of provision. Personality and trademark rights as well as copyright laws regarding art-works shown must be observed. Commercial use at your own risk., Model Release: no, Credit line: IMAGO/Jeffrey Mayer / Avalon
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- MIAMI GARDENS, FLORIDA – MARCH 29: Serena Williams tries on daughters extra small Barbi Jacket in VIP suite with Demarri Eddie and playmate Hope Dworaczyk Smith while watching Daniil Medvedev from Russia compete against Jannik Sinner from Italy during the Semifinals of men s singles of 2024 Miami Open at Hard Rock Stadium on March 29, 2024 in Miami Gardens, Florida. Copyright: xhoo-me.com/MediaPunchx Copyright:,Image: 861698985, License: Rights-managed, Restrictions: imago is entitled to issue a simple usage license at the time of provision. Personality and trademark rights as well as copyright laws regarding art-works shown must be observed. Commercial use at your own risk., Model Release: no, Credit line: IMAGO/hoo-me.com/MediaPunch / Avalon
She tried to have both and decided tennis didn’t bring her nearly as much joy as motherhood. Good for her!
I really wanted her to get #24, but I completely understand that she was being pulled in 2 different directions. As for her cosmetics line, I would try it. I can’t keep a full face during the summer. It’s too hot and I sweat a ton.
Tennis doesn’t bring her as much joy anymore because she’s simply not as good as she once was which is normal for her age and after several pregnancies.
Serena wasn’t playing or winning as much when she retired at 40. There was only so much her body could have done and having a second child was her priority so no she couldn’t have both not at her age.
I agree. I don’t think it’s fair to say “she could’ve had both”- especially after the difficulties she had when she delivered Olympia. She’s “advanced maternal age” for pregnancy and being an elite athlete are both physically taxing. And she won like EVERYTHING at least once. I think she’s done it.
no. her time was clearly up. she recognized that she couldn’t keep up with the newer players. this wasn’t a decision that she made because she felt like she could win…she was struggling to perform to her previous level consistently and it was affecting her family life so she decided to pick. women can do both, but i’d like us to also recognize that it’s ok to let go of things to pursue more time with family. let’s not frame this as a loss for her. i think she knows she wouldn’t win wimbeldon again and she would consistently be away from her family.
Imagine a man saying that same thing about his extraordinary life. It just isn’t true.
Yeah, I spend a massive amount of time in my kids’ school. I’d rather win Wimbledon.
But, Serena is playing tennis professionally since a young age. It isn’t the same thing but there are a lot of child actors who basically retire in their 20’s and do sponsorships with minimal effort to get some money here and there. I can’t even imagine how her body would handle all physical work she has to do as a professional tennis player after going through birth. It is a lot on our bodies.
There’s a season for everything, and the GOAT of women’s tennis is now in her motherhood role. I LOVE her in all ways and am happy for her. I am also happy she didn’t try to stick around for too long and then stop winning and continue to decline b/c she couldn’t let it go.
Could not have said it better.
I would believe that her kids bring her more joy than a trophy but I do not at all believe that she’d rather be volunteering at their school than winning Wimbledon.
I love her and I’m happy she’s happy in her retirement. But we do not need another celeb makeup line, sigh.
So…she found more joy in something else that she wanted and achieved and feels fulfilled by.
Don’t see a problem here.
I can’t stand kids, don’t want them, never did, and since my ablation a few years ago- I absolutely never will (not that it was ever on the table because my husband is fixed).
Do I knock other people or don’t feel happy for them because they make different choices?
No.
Good for her, and I can’t wait to try her lipsticks because I am on a neverending quest to find the perfect berry red for my brown complexion since my go-to was discontinued.