Serena Williams spent years on the tennis court perfecting her swing. Little did she know that, at the same time, she was planting the seed for a future business venture: Wyn Beauty.
Day after day, the iconic tennis player would make up her face, then take to the court for practice or a match. But she never found many products that could move with her. In other words, as she worked up a sweat, her glam would slowly melt away.
Now, two years into retirement, Wiliams is the founder of her own makeup line. Wyn Beauty is dedicated to at least two things: creating products for all skin types and all activity types. Her brand’s products are just as fit for hours spent on the tennis court (or the track or soccer field, etc.) as they are for hours spent lounging around the house (or at work or dinner). In other words, they’re inclusive and versatile.
In creating Wyn Beauty, the former professional athlete was filling a perceived gap in the market—and not simply for her own sake, either. Williams had greater ambitions for the company than simply responding to her own notions of inadequacy in the makeup industry.