Photo Credit: Bre Johnson/BFA.com
Serena Williams has never been one to play small, on or off the court. And now, as her beauty brand Wyn Beauty celebrates its first full year, she’s serving up a major win once again, this time with a buzzy two-day pop-up event in Los Angeles and a powerhouse partnership with Shopify to match.
Launched in April 2024, Wyn Beauty was born out of Williams’ desire to create a space for active beauty. This concept blends high-performance products with the confidence and empowerment to move through life unapologetically. A year later, the brand is stronger than ever, thanks in part to the lessons learned from listening to its community, staying nimble, and boldly sticking to its original mission.
To toast the brand’s one-year milestone, Wyn Beauty is popping up in style with two special events in LA, first at The Lighthouse on April 11 and then at The Brig on April 12, both from noon to 6 p.m. PST. Expect a celebration of inclusivity, movement, and plenty of flawless faces. Attendees will be able to find their perfect foundation fit through a shade-matching station showcasing Wyn’s impressively inclusive 36-shade range.
And behind the scenes? Serena’s ace partner in this beauty game is none other than Shopify. As her chosen e-commerce platform from day one, Shopify has been instrumental in powering Wyn Beauty’s digital storefront and customer experience. Fast, flexible, and future-focused, the platform has helped Serena stay connected to her community while scaling her brand with purpose.
But Wyn Beauty is more than just pigment and packaging. For Williams, it's a platform for empowerment. The brand is grounded in celebrating personal "Wyns," those victories that might not make headlines but are worthy of applause all the same. Whether you’re running a marathon or just running errands, Wyn is here to remind you that beauty is movement and everyone’s journey is worth honoring.
Since retiring from professional tennis in 2022, Serena has embraced entrepreneurship with the same tenacity that won her 23 Grand Slam titles. From launching beauty and fashion brands to designing a kids’ collection for Janie and Jack, her post-court life is just as dynamic. And while business is booming, it’s her two daughters, Olympia and Adira, who continue to light the path forward, inspiring a future that’s confident, fearless, and full of joy.
As Serena puts it, the journey with Wyn has only just begun. But if this first year is any indication, we’re in for something special. One thing’s for sure: She’s still smashing expectations and rewriting the rules, this time with a makeup brush instead of a racket.
