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Serena Williams, tennis legend and founding father of Serena Ventures, is getting into the sweetness house with a brand new tennis-ball-green-packaged make-up model.
Williams announced Wyn (pronounced “win”) Magnificence on Thursday, with 10 merchandise designed for an “lively” life-style in 91 whole shades.
“I feel lively magnificence does not essentially imply operating a marathon or taking part in within the finals of the U.S. Open: everybody’s life is lively,” Williams advised People.
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“I am extra lively now than I’ve ever been,” Williams continued. “I get up within the morning round 7 [a.m.] and I would like to take a look that may final all day all through all of my actions. And so it was actually necessary for me to deal with issues that might try this.”
Serena Williams. Picture credit score: Wyn Magnificence
The road options a wide range of merchandise, from lipsticks to mascara to a pores and skin tint with SPF. The gadgets are vegan and cruelty-free, in keeping with the corporate, and costs vary from $18 to $29.
The merchandise can be found on the Wyn Beauty website and at over 600 Ulta Magnificence retail shops within the U.S. and Ulta.com starting April 7.
“MVP: Most Versatile Pigment” lip and cheek tint, “That includes You” pores and skin tint with SPF 30, “Nothing to See” matte concealer, and “Glideline” waterproof liquid eyeliner. Picture credit score: Wyn Magnificence
The $30-and-under value level of Wyn Magnificence is in the identical ballpark as Selena Gomez’s Uncommon Magnificence, which is reportedly value $2 billion.
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Williams advised Folks that the model was six years within the making, and began earlier than COVID, whereas she was nonetheless taking part in tennis professionally. She was capable of focus extra on Wyn after retiring from the game in September 2022.
“Once I would journey to locations 20 years in the past earlier than 40 shades of basis existed, I needed to be the largest advocate for my make-up,” Williams advised Individuals.
Celeb magnificence manufacturers crossed $1 billion in U.S. gross sales final yr, in keeping with business tracker NIQ, with gross sales progress that outpaced the full magnificence market.
NIQ’s report said that “given the sheer quantity of movie star Magnificence launches, it is necessary for founders to have a transparent function for beginning the model.”
Profitable magnificence firms from celebrities are often ones that clearly clarify their “why” to prospects, in keeping with the report.
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