WYN Beauty by Serena Williams is out to prove it is more than just a celebrity brand; it is an active beauty range that withstands not only the rigors of sports but also consumers’ day-to-day hustle.
Being one of the most famous athletes in the world is only part of WYN Beauty’s creation story, said Chidinma Asonye, WYN’s Chief Commercial Officer. “Sure, she’s won 23 Grand Slams, but she also wanted a brand with SPF because she’s out in the sun. And everyone is active these days, from a busy mom on the go to an executive who needs to transition from day to night.”
The brand taps sports events to prove that if the sweat and smudge-proof formulas infused with SPF can hold up during a race or game, they’ll work for a dash to the supermarket or a marathon workday.
Recently, WYN put its formulas to the test during the Athlos NYC — Speed Has a New Sound event featuring some of the fastest-women in the world including Gabby Thomas and Brittany Brown, plus a performance by Megan Thee Stallion.
WYN provided glam and touch-ups for media day as an official beauty partner of the first-of-its-kind track event.
“Many athletes also wore WYN products in their races — they battle-tested our product,” said Shawn Haynes, the beauty industry veteran that The Good Glamm Group Beauty tapped as President.
WYN Beauty seeks to champion female athletes while continuing to redefine “active beauty.” Athlos was a prime example of that, said Asonye. “The competitors at Athlos were so inspiring, and we were so proud to see each one of them in their own unique WYN Beauty looks. We are proud of the relationships we’ve developed with these athletes, and we can’t wait to watch these women continue to make history and WYN.”
Athlos is just one of the events WYN has partnered with, including hosting athletes at the U.S. Open, an activation at the Espy’s, and the WNBA draft.
With its performance message, WYN Beauty hopes to slice through the clutter of athlete tie-ins which have recently bubbled to the top, especially during the Paris Olympics.
Williams’s backstory of her desire to create a high-performance and inclusive beauty brand is only part of the allure, according to Haynes.
“What attracted me to this brand, aside from the Serena factor and her incredible presence, is it is rare to find a brand with so many incredible attributes rolled up into one. High performance and clean; active [ingredients] and vegan don’t usually go together.”
Building upon that, he added, is the intentional shade range. “We really nailed that,” he said. What differentiates WYN, he added, is that the shades were developed to suit undertones as well as topical skin color.
Asonye added the combination of clean, shades for all and high performance was mission critical. “You can feel good about what you are putting on — I’m not sure we get enough credit for being clean and that is something we considered table stakes. And yes, we were founded by a Black woman, but shade inclusivity was a requirement for the brand,” she said.
The initial product assortment spans 91 shades across eyes, lips, and face products. The Featuring You Hydrating Skin Enhancing Tint is the hero item, but Haynes said the concealer is emerging as a “fan favorite.” Ulta’s results show that the effort to be a complexion-first brand is paying off. The face segment products are typically viewed as the entry into a brand that can be used as a springboard to build sales across a portfolio.
The presentation at store level is also a competitive edge, Haynes said.
WYN Beauty launched at 685 Ulta Beauty Stores and on ulta.com. “They are incredibly supportive. We launched with a gondola and in-store presence that is best in class and packaging that hasn’t been seen in the industry,” he said of the chartreuse shade inspired by tennis balls.
Ulta Beauty’s Vice President of Merchandising Kaitlin Rinehart returned the praise. “We’re thrilled to continue our partnership with WYN Beauty, bringing Serena’s creative beauty vision to life as her exclusive retail partner. Since launching together in April, we’ve accomplished so much, from the first-of-its-kind immersive gondolas that honor Serena’s tennis legacy and gold medal wins, to her in-store appearances, engaging with our beloved guests,” she said.
The partnership has extended to milestones, she added, including hosting creators of the beauty community at a co-branded suite at the U.S. Open in September, to introducing WYN Beauty’s newest innovations: the Acceptance Speech Shimmering Hydrating Lip Gloss and Starting Line Peptide Infused Lip Liner. “This is just the beginning of our journey, and we are so excited for what’s to come, especially as we enter holidays. We are looking forward to continuing to cement Serena’s key message for the brand, which is celebrating our everyday wins, living in color with confidence, embracing self-acceptance and wearing makeup that you can move in.”
With skin gaining traction, WYN is looking to build up lip and eye. Featured at Athlos were new lip items — Beauty Acceptance Speech Shimmering Hydrating Lip Gloss and Beauty Starting Line Peptide Infused Lip Liner. During Ulta Beauty’s recent holiday reveal, WYN presented two special edition gift sets.
The eye segment is a logical segment for growth, Haynes said, thanks to Williams’ iconic eyeliner that “pushed the envelope” in the tennis world.
Another page of WYN’s playbook is its message that looking good builds confidence. “Our tagline is Your Strength, Your Beauty,” said Asonye. “Those things can go hand in hand with the idea that a female athlete can be both strong and beautiful.”