Serena Williams Takes a Swing at Entrepreneurship With Beauty Line

Wyn Beauty—whose products include eyeliner, lipstick, and concealer formulated with vegan ingredients and minimal chemicals—marks one of Williams’s first non-tennis forays. She also leads a venture fund, Serena Ventures, that primarily invests in businesses such as financial technology that are started by women or people of color. Product prices range from US$18 to US$29.

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Williams spoke with Penta about her new brand, which launches on Sunday,  the lessons she’s learned through its creation and how tennis still figures into her life.

Why did you decide to venture into makeup?

This project started a few years before Covid. I was playing tennis nonstop and thought of ways to showcase myself on the court. I love makeup—I tried every brand out there, but I needed something for my active lifestyle that included hours on the court, running errands all day when I wasn’t working and being with my two kids. Wyn is long-lasting and designed for an active lifestyle that includes sweating and daily living.

What did you think was missing in the sector, and how is Wyn seeking to fill that gap?

There are a lot of products out there, but few are multi-functional like our lip and cheek tint which has two purposes. Also, our products can be simple or glammed up. Plus, you can mix them with your other makeup as I do. I’m not saying that everything you use has to be WynYN.

What lessons have you learned as an entrepreneur through the process of launching the brand?

To not rush things. It took a long time to find ingredients that were clean but still worked the way I wanted. Longer than I would have liked. But I’ve also learned not to introduce a brand and have people spend their money until I have it right. I don’t want to sell something that I’m not going to buy.

Is there anything you wish you had done differently?

I wish I could have started it earlier because I’ve seen this opportunity for so long.

Your sister Venus is a businessperson in her own right with her several projects and businesses—what has she taught you?

Venus is incredibly thorough and always working and present in her office. She has taught me that to be successful, you need to be super hands-on and involved and not delegate to other people.

Tell us about your post-tennis life. How do you fill your days?

My days are packed to the max. My older daughter wakes me up, and I take her to school. I have a newborn who takes up much of my time. And I have a lot of work calls daily regarding my various projects.

What’s the secret to balancing a career with a personal life and parenthood?

If there is one, I need to know it. I have yet to figure it out.

Do you still play tennis? And what other sports do you enjoy or how do you keep in shape?

Yes, I hit the court once or twice a week. I try not to play too often for fear of ending up back on the tournament circuit because I love it so much. I also run and walk.

Where do you go to escape?

Truthfully, I don’t. I haven’t taken a vacation in so long. I did recently start getting massages which are an escape of sorts.

What’s the best piece of advice you have ever received?

Put your face mask on first before helping other people. I will go forever doing things but nothing for myself. 

This interview has been edited for length and clarity.