According to WWD, After six years of preparation, tennis icon Serena Williams launched her makeup brand, Wyn Beauty, today in 680 Ulta stores with 10 product offerings.
Serena Williams stated that she had been preparing for the launch of Wyn Beauty over the past six years, collaborating with investors Good Glamm Group and Ulta, aiming to introduce this cruelty-free, vegan product line.
As the first athlete of her stature to introduce her makeup brand, Williams sought to utilize not only her fame but also her background as a Black woman and a working mother to shape the development of Wyn.
“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. She’s very powerful; she’s probably the most recognized female athlete in the world, she’s empowering and she just happens to have always been passionate about beauty,” said Monica Arnaudo, chief merchandising officer at Ulta, where Wyn is launching on Wednesday online and in 680 Ulta stores.
With prices ranging from $18 for a hydrating lip serum to $29 for a gel-cream SPF 30 skin tint available in 36 shades, Wyn’s objective is to provide high-performance products suitable for an active lifestyle, tailored to individual preferences and needs.
Among the offerings included in Wyn’s lineup of 10 products and 96 stock-keeping units are a soft-matte concealer available in 20 shades, tubing mascara, waterproof liquid eyeliner, brow and eye pencils, a hybrid lip and cheek color, and matte and satin lipsticks, each offered in 10 shades. The complexion and lip products feature jojoba oil, sunflower extracts, squalane, and other hydrating ingredients to provide nourishment throughout wear.
While neither Williams nor Ulta provided specific sales projections for the launch, industry insiders anticipate that Wyn could generate between $40 million and $50 million in its first year on the market.
