Serena Williams on new makeup line: “I try not to focus on what the world decides is beautiful”

Tennis star Serena Williams is serving up a new vegan makeup line “made to move in.”

The 23-time Grand Slam champ made several appearances in New Orleans this weekend in support of WYN Beauty, starting with a meet-and-greet at Ulta Beauty on Friday, July 5. At the event, Williams posed for photos with fans, with some waiting hours for a chance to meet the athlete.

WYN Beauty is the latest entrepreneurial pursuit for Williams, who has marketed the vegan makeup line as active-lifestyle friendly, with an expansive shade range formulated with “deeper skin tones as the starting point.”

“An intentional shade range was deeply important to me in launching our complexion products. From being on tour, I’ve had many experiences where the countries that I traveled to didn’t have shades for me,” Williams told GulfLive.com in an emailed interview.

While makeup lines have become a common venture for celebrities — from Rihanna’s Fenty to Selena Gomez’s Rare Beauty — the expansion feels like a natural one for Williams, who has long made headlines for her fashion, both on and off the court.

“I’ve always been a beauty junkie and I like to think of beauty as a form of self-expression. I have always loved playing with makeup and fashion,” Williams said.

Over the decades, William’s notable fashion moments include her iconic early-career hair beads (recreated in the 2021 biopic “King Richard”), to her controversial catsuit at the 2018 French Open, which resulted in a ban from the French Tennis Federation.

“The world has seen me express myself over the years in many ways, from doing my own nails before matches (I’m a licensed nail tech!), perfecting my 5-min locker room beauty routine, and playing with bold color,” she said. “I try not to focus on what the world decides is beautiful.”

WYN Beauty has also expressed its support for philanthropic causes.

Inspired by William’s traumatic experience giving birth to daughter Olympia in 2017, the brand says they are “committed to supporting organizations that provide maternal care services.”

Following Williams’ Friday night appearance at Ulta, the athlete attended a beauty panel at Essence Fest.

Williams has previously expressed her love for New Orleans, and made headlines in 2017 for her fairy-tale themed wedding to Reddit cofounder Alexis Ohanian, held at the Contemporary Arts Center.