Women’s tennis has always been a blend of ‘power’ and ‘elegance,’ and at the pinnacle of that legacy stands Serena Williams: the undisputed GOAT. From dominating the court with 23 GS titles to making waves in the beauty industry, Serena has mastered it all! Last year, she launched Wyn Beauty, inspired by her search for long-lasting makeup that could withstand the intensity of elite competition. “I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling,” she said at the launch. Now, Serena is back in the spotlight with Wyn Beauty again, teasing the global expansion of her brand.

For over 6 years, Serena envisioned a beauty brand that would reflect her personality and on-court resilience. That vision became a reality in 2024 when she partnered with The Good Glamm Group to launch Wyn Beauty in the US. However, bringing Serena on board wasn’t an easy feat as Good Glamm Group’s founder and CEO, Darpan Sanghvi, spent an entire year convincing the tennis icon to collaborate. 

The result? A brand designed to meet the demands of high-performance beauty, featuring more than 91 shades across ten products in the face, lip, and eye categories, priced between $20 and $30 as of April 2024. 

WYN Beauty recently made waves with an exclusive TikTok collaboration event in Miami Beach, Florida, and Serena Williams was at the heart of it all. Taking to her IG Stories, she shared a series of exciting moments from the celebration. First, she reposted a story from Miami stage manager Nicholas Monaco, who honored her with the caption, “the one and only Serena Williams,” tagging her IG handle. Next, she shared a video from Paola Desideri, capturing a group of women passionately cheering for the brand itself. Serena also introduced a new line of WYN Beauty products there, engaging directly with her target audience. 

But it didn’t stop there! Serena continued with a clip from Carla Nunez, showcasing the electric atmosphere, the glamorous makeup room, and her grand entrance to the stage. Then, she added a fun twist: sharing a viral reel from the digital creator The Achieng Agutu, where the duo danced to Have You Seen My Wife? while showing off the latest WYN Beauty products launched at the event. And that was just the beginning!

Later, the official Instagram page of WYN Beauty shared the highlights as well, featuring none other than Serena, of course. A standout moment was her on-stage interview with Sydney Dixon, where she spoke about the brand’s journey and vision. Keeping the momentum going, the 43-year-old took to IG even before the event to give fans an exclusive look at WYN Beauty’s newest shades. Posting a snapshot of the vibrant colors and rich textures, Serena captioned, “We really did something with these @wyn shades 🥵.”

Beyond her beauty brand, Serena has also captivated fans with her latest photoshoot, which features her two daughters, Olympia and Adira. The stunning family moments captured in the photos have melted hearts, prompting her beloved husband, Alexis Ohanian, to share his heartfelt remarks. 

Serena stuns with her latest collaboration moments with Janie and Jack

When Serena Williams, the former tennis ace, isn’t making headlines alongside Kendrick Lamar at the Super Bowl, or making her presence felt in the kitchen, she’s channeling her champion spirit into fashion. The 23-time GS winner has teamed up with American retailer Janie and Jack to launch a limited-edition children’s clothing collection: a must-have for future tennis stars and young athletes gearing up for spring.

Inspired by her daughters Olympia and Adira, the collection blends style and sport, bringing Serena’s legacy into kids’ wardrobes in the most playful way. And she recently shared glimpses of the collaboration with the brand on her Instagram account, showcasing both of her daughters. 

“I have been dressing my girls in @janieandjack since @olympiaohanian was a baby. This has been such a full-circle moment working on our own collection with @janieandjack! These memories will last forever. You can shop the collection at janieandjack.com or in any of their stores. #JanieandJackxSerenaWilliams #JanieandJackPartner,” Serena wrote. And, her husband and tech entrepreneur, Alexis Ohanian, dropped a comment, “Love that first photo of you three! Dee Dee is so happy.”

This 35-piece capsule line includes tops, bottoms, dresses, and swimsuits designed for boys and girls from newborn to 12 years old. True to Williams’s bold and dynamic persona, the collection bursts with vibrant colors, energetic prints, and thoughtful details that celebrate her incredible career. 

The Serena Williams x Janie and Jack collection offers high-quality pieces starting at $18.50, with ‘mommy and me’ styles reaching $175. The standout, though? A pink floral blouse and skirt, inspired by an outfit Serena wore as a child while playing tennis. It seems to have brought her journey full circle in the most nostalgic way possible.