Serena Williams launched WYN Beauty in April 2024 with an exclusive deal at Ulta Beauty, a 91-shade range, and a promise of clean, vegan makeup for deeper skin tones. By July 2025, the brand had effectively ceased operations after its strategic partner, The Good Glamm Group, collapsed. The story of WYN Beauty is a case study in how celebrity star power alone cannot sustain a beauty brand when the product, positioning, and business fundamentals are lacking.
- Is Serena Williams’ Makeup Brand WYN Beauty Going Out of Business?
- Where Can You Buy WYN Beauty by Serena Williams?
- What Are the Best Reviews for WYN Beauty by Serena Williams?
- Who Is Serena Williams’ Makeup Artist and What Other Beauty Ventures Has She Launched?
- Timeline of WYN Beauty’s Journey
- What We Know vs. What Is Uncertain
- Analysis: Why WYN Beauty’s Future Matters
- Sources and Key Quotations
- Summary: What’s Next for WYN Beauty?
- Frequently Asked Questions About Serena Williams’ Makeup Brand
Is Serena Williams’ Makeup Brand WYN Beauty Going Out of Business?
WYN Beauty (owned by Serena Williams)
April 2024
Exclusively at Ulta Beauty and wynbeauty.com
Clean, vegan, cruelty-free; formulated for deeper skin tones
Future uncertain after strategic partner The Good Glamm Group collapsed
Good Glamm Group valued at $1.2B in 2021, collapsed in 2025
- WYN Beauty’s future is uncertain due to the collapse of its strategic partner, The Good Glamm Group, in mid-2025.
- The brand still appears to be available for purchase at Ulta and online as of September 2025, but no official statement on closure has been released.
- Serena Williams has not publicly commented on the brand’s status; fans and customers are seeking clarity.
- Reviews of WYN Beauty are generally positive, particularly for its inclusivity and shade range for deeper skin tones.
- Secondary market listings (eBay) indicate some customers are offloading products, possibly in anticipation of discontinuation.
| Key Facts About WYN Beauty & The Current Situation |
|---|
| WYN Beauty launched in 2023 as a clean, vegan, cruelty-free makeup line designed for active lifestyles and deeper skin tones. |
| The brand is sold exclusively at Ulta Beauty and through its own website (wynbeauty.com). |
| In September 2025, multiple news outlets reported that The Good Glamm Group, WYN Beauty’s strategic partner, had collapsed. |
| The Good Glamm Group was once valued at $1.2 billion (2021) but faced financial difficulties leading to its dissolution. |
| No official announcement has been made by Serena Williams or WYN Beauty regarding the brand’s future. |
| As of the latest reports, WYN Beauty products are still listed on Ulta’s website and in some stores. |
Where Can You Buy WYN Beauty by Serena Williams?
WYN Beauty launched exclusively at Ulta Beauty across 685 locations and online. As of September 2025, remaining stock is being cleared through deep discounts. The official website wynbeauty.com remains active, but the brand is no longer producing or marketing new products.
Is WYN Beauty Still Sold at Ulta?
Ulta still lists WYN Beauty products on its website and in some stores. However, an employee from a Mississippi Ulta reported that unsold inventory has been destroyed. Heavy discounting has been observed, suggesting the retailer is clearing remaining stock.
Can I Buy WYN Beauty on eBay?
Yes, some listings appear on secondary markets like eBay, where customers may be offloading products. This is not an official sales channel.
Is WYN Beauty Available Online?
The brand’s own website still accepts orders, but with no active marketing or restocking, availability is limited and unpredictable. The brand is effectively in liquidation.
If you purchase WYN Beauty now, be aware that returns, exchanges, and customer support may be impacted by the brand’s uncertain status. Check Ulta’s return policy or the seller’s terms on secondary marketplaces.
What Are the Best Reviews for WYN Beauty by Serena Williams?
Critical reception of WYN Beauty has been mixed. While the brand’s inclusive shade range and clean ingredients appealed to many, industry analysts noted serious flaws.
Is WYN Beauty a Good Makeup Brand?
According to Rebecca Bartlett, founder and CEO of Bartlett Brands consultancy, the brand lacked a credible reason to believe. “She is not a credible ‘reason to believe’ for this brand,” Bartlett said. Products were described by some reviewers as “lackluster” and “rackety at best.” The brand failed to stand out in a highly competitive market.
How Does WYN Beauty Perform on Deeper Skin Tones?
The 91-shade range was designed with deeper skin tones in mind, and many consumers appreciated the inclusivity. However, the poor overall sales (peak .24% share of Ulta’s makeup category, dropping to .04% by December 2024) suggest that even strong shade diversity could not overcome other weaknesses.
Are WYN Beauty Products Clean and Vegan?
Yes, the brand’s official site states it is clean, vegan, and cruelty-free. This aligned with consumer demand, but it was not enough to differentiate the line from dozens of other clean beauty brands.
Rebecca Bartlett also observed that “just because the packaging is eye-catching doesn’t mean the brand can stand the test of time without a meaningful and differentiated story.” WYN Beauty’s aesthetic-first approach, with premium in-store displays at Ulta, could not compensate for a lack of product innovation.
Who Is Serena Williams’ Makeup Artist and What Other Beauty Ventures Has She Launched?
No single permanent makeup artist is publicly tied to WYN Beauty. Serena Williams has worked with several artists throughout her career. The brand itself was developed and incubated by The Good Glamm Group, an influencer brand incubator that also managed other labels.
What Other Beauty Ventures Has Serena Williams Launched?
Beyond WYN Beauty, Williams has invested in several beauty and wellness startups through her venture capital firm Serena Ventures. She also launched a Serena Williams Plastic Surgery – Before and After Analysis and a muscle treatment line. A clothing line has shown at New York Fashion Week. WYN Beauty was her first direct-to-consumer makeup brand.
When Did Serena Williams Launch WYN Beauty?
The brand launched in April 2024, with an exclusive retail partnership with Ulta Beauty at 685 stores and online.
The Good Glamm Group, valued at $1.2 billion in 2021, collapsed in July 2025 after failing to raise additional capital. The company had been unprofitable from WYN Beauty’s inception and delayed salary payments to staff. Its remaining brands were put up for sale and lenders seized assets.
Timeline of WYN Beauty’s Journey
- – Serena Williams launches WYN Beauty exclusively at Ulta Beauty with 10-12 products and 91 shades.
- – Peak market share reaches .24% of Ulta’s makeup category at launch, then declines to .04% by December.
- – Modest recovery to .07% share on the brand’s one-year anniversary; heavy discounting observed.
- – The Good Glamm Group shuts down operations; lenders seize assets.
- – Beauty Independent reports WYN Beauty’s future is uncertain.
- – Yahoo Finance confirms Good Glamm Group’s collapse; no statement from Williams.
What We Know vs. What Is Uncertain
| Established Information | Information That Remains Unclear |
|---|---|
| The Good Glamm Group, WYN Beauty’s strategic partner, has collapsed (confirmed by multiple sources). | Whether WYN Beauty will permanently close, restructure, or find a new partner. |
| WYN Beauty products are still listed on Ulta and wynbeauty.com as of late September 2025. | Whether Serena Williams plans to discontinue the brand or continue independently. |
| The brand’s website and social media are still active (no shutdown notice). | Whether Ulta will continue to stock WYN Beauty long-term. |
| WYN Beauty was formulated as clean, vegan, and cruelty-free. | Whether existing orders or warranties will be honored if the brand dissolves. |
Analysis: Why WYN Beauty’s Future Matters
The collapse of The Good Glamm Group has ripple effects across multiple brands, not just WYN Beauty. The influencer incubator model, which prioritized rapid expansion and aesthetic branding over sustainable product differentiation, appears to have been a key weakness. For WYN Beauty specifically, the brand’s focus on deeper skin tones filled a genuine gap in the market, but it could not overcome the lack of a compelling “reason to believe” that connected Serena’s athletic excellence to makeup expertise. As a complement you can read about セリーナ・ウィリアムズのメイクアップライン. セリーナ・ウィリアムズのメイクアップライン
Serena Williams’ personal brand equity could still attract new investors or a buyout, but no official moves have been announced. The broader clean beauty segment remains strong, making a potential revival or sale possible. For now, customers should monitor official channels for updates.
Sources and Key Quotations
“The future of Wyn Beauty, the makeup brand from retired tennis superstar Serena Williams, is up in the air after its strategic partner The… collapsed.”
— Beauty Independent, September 8, 2025
“The Good Glamm Group, Wyn Beauty’s strategic partner, valued at $1.2 billion in 2021, announced its collapse.”
— Yahoo Finance, September 16, 2025
“Makeup made to move in by @serenawilliams. Clean. Vegan. Cruelty-Free.”
— WYN Beauty Official Site
Summary: What’s Next for WYN Beauty?
WYN Beauty’s fate remains unresolved. Serena Williams has not issued a statement. Ulta may phase out the brand or continue selling remaining inventory. A sale to another beauty conglomerate or an independent relaunch are possible, but nothing is confirmed. For more context on Williams’ broader business journey, read our How Much Does Serena Williams Weigh – 2025 Height and Loss Facts article.
Frequently Asked Questions About Serena Williams’ Makeup Brand
Why is WYN Beauty’s future uncertain?
The strategic partner, The Good Glamm Group, collapsed in September 2025, leaving the brand without its main operational and financial backing.
Can I still buy WYN Beauty products?
As of October 2025, products are still listed on Ulta’s website and wynbeauty.com. Availability may change.
Is WYN Beauty vegan and cruelty-free?
Yes, the brand’s official site states it is clean, vegan, and cruelty-free.
What other beauty ventures has Serena Williams started?
She has also invested in various beauty and wellness startups, but WYN Beauty is her own direct-to-consumer makeup line.
Who was Serena Williams’ primary makeup artist?
Serena Williams has worked with several makeup artists over her career; no single permanent artist is publicly tied to WYN Beauty.
