When it comes to the GOAT in women’s tennis, many would agree that it is Serena Williams. Such was her dominance on the court that the American legend left her opponents reeling. Further, she went on to win an astonishing 23 Grand Slam singles titles along with a host of other big trophies during her illustrious career. While Williams retired two years back, she has followed an upward trajectory in the business world since. Earlier today, she made a major announcement with regard to her makeup brand.

Back in April this year, Williams partnered with Good Glamm Group to launch Wyn Beauty, which is a vegan and cruelty-free makeup collection. The brand aims to provide customers with revolutionary products that are perfect for their skin and also for the environment. The product portfolio of the brand is steadily growing and a new product was launched this week which Williams gave a glimpse of through social media.

Taking to her official Instagram handle, Williams shared a story of Wyn’s post, which revealed its new lip liner. What is interesting to note is that the newly launched lip liner is peptide-infused and long-lasting. Sharing a glimpse of the new product, Williams wrote, “It lasts it has peptides. It’s a GOAT.” Additionally, the brand also shared some customer reviews and revealed that it is slowly and steadily becoming a crowd favorite.

With the addition of peptide-infused eyeliner, there are as many as 12 different products in Wyn Beauty’s portfolio and over 100 SKUs. Among the bestsellers are the hydrating lip gloss, mascara, and lip serum. These products are available on Wyn Beauty’s DTC site, 685 Ulta Beauty stores, and on the retailer’s website. Wyn Beauty is the latest addition of the several brands in Serena Williams’ business portfolio. Some of the others are Serena Ventures and S by Serena.

Meanwhile, Serena Williams was as excited as ever about the launch of her makeup brand. She hoped for big things from it in the future and once revealed her motto behind launching the brand.

Serena Williams reveals why she started Wyn Beauty

While Williams was a legend on the court, she was also one of the best-dressed athletes. On several occasions, she wore magnificent outfits and became a fashion icon. While on the tennis tours, the American legend used to experiment with makeup and often created her own formulations. It eventually paved the way for the launch of Wyn Beauty.

During the brand’s launch, Williams stated, “I’m so excited to introduce Wyn Beauty to the world. To me, beauty has always been about self-expression and stepping into the best version of myself. Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world.”

With Williams bestowing the GOAT status on her latest venture, it will be interesting to see if she comes up with more additions in her brand’s product portfolio.