Star tennis player Serena Williams is launching WYN Beauty, becoming the latest celebrity to break into the beauty business.
The athlete said she founded the brand to offer "makeup you can move in," noting that she "was always searching for makeup that looked good after hours on the court."
Her beauty brand was created in partnership with the Good Glamm Group, with WYN Beauty products available now on the brand's website, as well as through Ulta Beauty (ULTA) stores in the U.S. and online.
With the launch of WYN Beauty, Williams joins the ranks of celebrities with their own beauty lines. Here are a few other celebrities who have also made a name for themselves outside of the makeup space and launched makeup brands.
Selena Gomez's Rare Beauty Selena Gomez at a Rare Beauty product launch event.Cindy Ord / Getty Images
Selena Gomez launched her makeup brand Rare Beauty in 2020. The brand's products have since gone viral on TikTok.
Rare Beauty could be valued at up to $2 billion, according to the World Branding Forum, which reported the brand recorded more than $400 million in sales in the 12 months ending in February 2024.
Gomez started Rare Beauty with the stated mission of breaking down beauty standards with a focus on mental health. The company donates 1% of all sales to the Rare Impact Fund, the actor's foundation that offers mental health and education initiatives.
Rihanna's Fenty Beauty Rihanna at a Fenty Beauty event in an Ulta store.Kevin Mazur / Getty Images / Fenty Beauty by Rihanna
Rihanna founded Fenty Beauty in 2017 which she co-owns with French luxury conglomerate Louis Vuitton (LVMUY). The Grammy award-winning artist is also the company's CEO.
The brand "posted robust growth, driven in particular by one of its latest innovations in mascara" in 2023, Louis Vuitton said in its earnings release in January.
The singer, who became one of the youngest self-made female billionaires, created Fenty Beauty with a focus on inclusivity, offering products in a wide range of shades.
Rihanna wore Fenty products when she performed at the Halftime Show at Super Bowl LVII in 2023.
Millie Bobby Brown and Florence by Mills Millie Bobby Brown at a launch event for her beauty brand Florence by Mills.Dave Benett / Contributor / Getty Images
"Stranger Things" actor Millie Bobby Brown launched her brand Florence by Mills in 2019. The brand offers makeup and skincare, among other products.
Brown holds a majority stake in Florence by Mills, while brand incubator Beach House Group retains a minority stake, according to WWD reports.
Florence by Mills, which says it is focused on promoting self-confidence, says it donates 1% of every purchase to nonprofits.
Kim Kardashian's SKKN Kim Kardashian at a SKKN by KIM pop-up store.Stefanie Keenan / Contributor / Getty Images
Kim Kardashian launched SKKN, a skincare brand that also sells makeup, in 2022. The brand was founded in collaboration with beauty giant Coty (COTY).
The billionaire was reportedly in talks to buy back a minority stake from Coty in 2023, according to The Wall Street Journal.
SKKN is not the reality TV star's first beauty venture as Kardashian founded KKW Beauty in 2017, but shut down the brand in 2021, saying the line would later relaunch under a new brand.
Ariana Grande and R.E.M. Beauty Ariana Grande in R.E.M. Beauty promotional photos.R.E.M. Beauty
Ariana Grande founded R.E.M. Beauty in 2021. The Grammy award-winning singer's beauty brand said it was created to empower people through clean cosmetics.
The brand announced a "strategic investment" with Sandbridge Capital, a private investment firm focused on high-growth brands, in 2023.
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