For Serena Williams, slowing down isn’t in her vocabulary. With 23 Grand Slams and 73 career singles titles, she’s a perpetual motion machine. You’d expect a legend like that to take a breather after retirement, right? Nope. Serena juggles multiple ventures even after bidding adieu to tennis. One minute she’s a venture capitalist with Serena Ventures, the next, she’s conquering the beauty and fashion world. Just when you think she’s reached her peak, she drops Wyn Beauty, a makeup line tailored for women in constant motion. Though launched post Serena’s retirement, it’s fair to wonder if these ventures were years in the making.

On April 2, Serena marked a major milestone in her post-professional tennis career. The 23-time Grand Slam champion celebrates one year since her makeup label, WYN Beauty, was launched in April 2024. To commemorate this occasion, the brand hosted a two-day pop-up event in Los Angeles on April 11 and April 12!

Speaking to Shopify, Serena revealed how her idea for Wyn Beauty came about. She said, “The moment I knew I wanted to start WYN was when I was in the locker room at Wimbledon and I was putting sun cream in my hand and then I was putting foundation and I was mixing it together to make my own skin tint. And I thought, ‘I need to have something in my color. Also need to have this product. Is there a way I could use this while I’m playing or while I’m just using it all 24 hours throughout the day?”

Williams has a total of seven Wimbledon titles over two decades. But amidst her dominance on court, she was also planning her entrepreneurial ventures. She noted how she wanted to change the beauty game for people of color to be more included. “That’s when I knew it didn’t exist, and I needed to create something new. We’ve been doing this for over seven years. This is our one-year anniversary,” she added.

The pop-up events celebrating Wyn Beauty’s anniversary featured a shade-matching station to provide every visitor with their perfect match from the 36 inclusive shades available. This journey began seven years ago, around 2017, when Serena was fresh off her Australian Open victory and celebrating the birth of her first child, Olympia. To think that ‘Wyn Beauty’ was in the making even then.

The brand wasn’t a snap decision. For over six years, Serena envisioned a beauty brand mirroring her own powerhouse spirit: strong, active, and resilient. This vision came to life through a partnership with The Good Glamm Group, bringing 91 shades across ten high-performance products to the US. But getting there was a marathon, not a sprint.

“Lots of dedication, lots of tears and lots of happiness. I think in sport, you know when you win you either are shaking your opponent’s hand or you’re pumping your fist or something. In business, I feel like you know you’ve won just by the fact that people really love and enjoy it, but also the impact that you’re making in different people’s lives,” Serena noted.

And it’s not just the fans that love the product; many within the tennis community actively show their adoration for her brand!

WYN Beauty steals the hearts of many on social media!

Serena Williams lit up Miami Beach with an exclusive TikTok collaboration event celebrating her beauty brand, Wyn Beauty. Taking to Instagram, she shared the excitement through reposts and videos. Nicholas Monaco, Miami’s stage manager, honored her as “the one and only Serena Williams.”

The women passionately cheered for the brand, while Serena introduced new Wyn Beauty products. Adding flair, she danced alongside digital creator The Achieng Agutu to Have You Seen My Wife, while showing off the latest launches. The energy was electric, from glamorous makeup rooms to Serena’s grand stage entrance.

The official Wyn Beauty Instagram page joined the fun, highlighting Serena’s on-stage interview with Sydney Dixon. She reflected on the brand’s journey and teased what’s next. Before the event, Serena gave fans a sneak peek at vibrant new shades, captioning, “We really did something with these @wyn shades 🥵.” Her hands-on approach continues to resonate with fans who adore her innovative spirit.

Celebrating Wyn Beauty’s first anniversary, Serena proves she’s unstoppable—on or off court. What surprises will she unveil next? Only time will tell!