For Serena Williams, the grind never stops. After 23 Grand Slams and 73 career singles titles, you would think she would slow down. Well, think again. Whether it’s launching a business, building a brand, or being a full-time mom, she’s always on the move. After starting her own venture capital firm, Serena Ventures, which supports early-stage companies, Serena stepped into the beauty and fashion space as well. Last year, she launched her makeup brand, Wyn Beauty, designed for women on the go, and Serena is proving exactly why!

This brand wasn’t just another project. For more than six years, Serena had been dreaming of a beauty line that reflected who she is—strong, active, and resilient. That dream finally came true when she teamed up with The Good Glamm Group to bring Wyn Beauty to life in the US. But the partnership didn’t come easy. Darpan Sanghvi, founder and CEO of the Good Glamm Group, spent a whole year convincing the 43-year-old to collaborate. The result? A high-performance beauty line with over 91 shades spread across ten products for the face, lips, and eyes. The prices range between $20 to $30, making them both accessible and premium.

Transitioning from sports to beauty might sound like a leap, but Williams made sure the line reflected her active lifestyle. She’s especially proud of how Wyn Beauty fits into the lives of busy moms like herself. In her own words from a recent Instagram video, “We really wanted to create a beauty line that was for active people that could last a long time. And it’s vegan and cruelty-free. All that stuff is super important to me. Honestly, I feel like I’m more active now than when I played tennis.”

The 43-year-old backed it up with another Instagram post where she’s casually applying the Wyn lip serum while everything around her looks a bit chaotic. The caption? “Yes…another Monday.”

Serena is also celebrating milestones along the way. On Wednesday, April 2, she marked the one-year anniversary of Wyn Beauty. To celebrate, she invited fans to a pop-up event happening in Los Angeles on April 11th and 12th. The event promises a celebration of movement, inclusivity, and beauty. Fans can get shade-matched at a special station showcasing the brand’s impressive 36-shade foundation range. It’s all about making sure everyone finds their perfect fit.

While Wyn Beauty keeps her busy, Serena Williams is also making her mark in kids’ fashion.

Serena Williams tries her hand at kidswear fashion

On March 12, Serena gave her followers a behind-the-scenes look into a special project—a children’s clothing line in collaboration with Janie and Jack. This Spring 2025 collection is a vibrant tribute to family, joy, and her daughters.

The collaboration came naturally. Serena Williams has loved Janie and Jack since her first daughter, Olympia, was a baby. Now, she’s co-creating a limited-edition line inspired by her girls. The sneak peek she shared on Instagram showed the American tennis icon and her daughters dressed in eye-catching pink outfits. She captioned it, “Anything I do with my girls brings me joy, but creating this collection with them and @janieandjack has been a dream come true.”

The collection itself blends Williams’ iconic fashion sense with playful, resort-style designs. Think bold colors, vacation-ready prints, and even a reimagined version of one of her own childhood tennis outfits from 1992. It’s a two-piece set with a crop top and high-waisted tennis skirt, now brought back to life for a new generation.

For Serena, fashion is more than just clothes—it’s about confidence and self-expression. She hopes to pass that on to her daughters. She described the collection in one word: “joy.” She added, “It’s very joyful, and that’s what I want to create.”

Whether she’s on the court, on set, or in the boardroom, Serena Williams keeps proving that she’s not done yet. She’s building legacies in beauty and fashion, while still being a full-time mom.