Serena Williams Scores Big with Launch of Wyn Beauty

WYN Beauty by Serena Williams 2024 Campaign; Image source: WYN Beauty

They say fashion tells a story, but for Dina Yassin,…

Serena Williams, an icon of strength and success, has made a spectacular entry into the beauty industry with her new brand, Wyn Beauty. Designed for the vigorous and active individual, Wyn Beauty mirrors Serena’s winning spirit and underscores performance at its core.

Since her retirement in 2022, Serena has been channeling her champion’s energy into developing Wyn Beauty, a project that’s been brewing for six years. Her approach is refreshingly straightforward, aiming to connect with the “everyday person.” Serena herself puts it best, stating that despite her fame, she sees herself as relatable, someone who isn’t afraid to show her true self on social media.

The brand debuts with a robust lineup of ten essentials, including a tinted sunscreen that has quickly become a crowd favorite. Designed to endure the rigors of active lifestyles—much like Serena herself—the products promise high performance, whether it’s their waterproof eyeliner that’s marathon-ready or a lip oil for enduring shine.

*WYN Beauty Glideline Waterproof Liquid Eyeliner*

*WYN Beauty Soft Matte Creamy Concealer*

The design cues are cleverly taken from Serena’s tennis roots with packaging that resembles a tennis ball, but it’s the formulas inside that are drawing applause. The skin tint and concealer offer an extensive range of shades, ensuring inclusivity. Makeup artist Joseph Carrillo praises the brand for its impressive color payoff and barely-there feel, emphasizing its suitability for extended wear.

Serena’s dedication to perfecting her beauty line is evident in the extensive development process, which involved refining 91 different formulas to achieve the perfect balance of aesthetic appeal and practical utility. The end products are not only effective but also include skin-caring ingredients that protect and nourish.

Affordably priced between $18 and $30, Wyn Beauty stands out in the competitive market not just for its celebrity founder but for its commitment to quality and accessibility. Available exclusively at Ulta Beauty, the brand is positioned for success.

Wyn Beauty is a clear reflection of Serena Williams’s enduring drive to innovate and inspire. By entering the beauty industry, she continues to advocate for a blend of endurance and elegance, ensuring that her legacy extends far beyond the tennis courts to the vanities and makeup bags of her vigorous and engaged audience.

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Dina Yassin

They say fashion tells a story, but for Dina Yassin, it’s more than just storytelling—it’s an art, a science, and a little bit of magic. As the Co-Founder, Chief Storyteller, and Editor-in-Chief of GAZETTA—among many other titles—she’s the woman behind the words, the visionary shaping narratives, and the creative force redefining luxury fashion journalism in the digital age. With over two decades of experience in luxury brand consulting, creative direction, and trend forecasting, Dina has worked with some of the most coveted names in the industry—think Van Cleef & Arpels, Kenzo, Bvlgari, Hermès, and Chloe—all while keeping her finger firmly on the pulse of what’s next. Her work has graced the pages of Vogue Arabia, Harper’s Bazaar, Condé Nast Traveler, Mojeh Magazine, Vanity Fair, Marie Claire, 7 Corriere, and The Rake—among many other top-tier titles—solidifying her reputation as a fashion and luxury thought leader. But here’s the twist—Dina isn’t just reporting on the future; she’s creating it. Under her leadership, GAZETTA introduced EVVIE 7, an AI-driven journalist pushing the boundaries of editorial innovation. Because in a world where algorithms influence aesthetics as much as designers, Dina ensures GAZETTA stays one step ahead, seamlessly blending technology, culture, and high fashion into a platform that speaks to the modern, forward-thinking luxury consumer. Beyond her editorial expertise, Dina is a renowned luxury brand consultant, trend strategist, and creative powerhouse who thrives at the intersection of fashion, culture, and digital storytelling. Whether she’s consulting on luxury branding, forecasting emerging trends, directing high-profile fashion campaigns, or curating immersive experiences, she’s always asking the big questions—What’s next? Who’s shaping it? And most importantly, how do we make it unforgettable? One thing is certain: Dina Yassin is always at the forefront of what’s next.