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beauty is pop culture // sex rules the world 

  • Ennie Fakoya.

Serena Williams' WYN: Redefining Active Beauty with Tennis-Inspired Skincare

Serena Williams' Beauty Brand WYN: Bridging Tennis and Skincare in a Competitive Market

Elements of fashion take hold in sports more often than beauty. You see it in golf, ice skating, and tennis, to name a few. It’s no surprise that Luca Guadgnino’s Challengers is a big reason for the sudden boom in tennis related ads on social media. Whether for a clothing or sports brand, tennis seems to be the sport of the summer. 

So the confusion around Serena Williams’ beauty brand WYN is teetering the line between a welcomed surprise and a cause for concern.

Celebrity brands are in flux with the way they’re perceived in popular culture. We’ve taken an icon in their own right and given them chunks of the beauty market to play with. These brands aren’t always revered because the obvious assumption is that the brands are cash grabs. Especially when celebrities not known for signature beauty looks decide that it’ll become another venture. 

This doesn’t fly for all celebrity brands. FENTY has become an empire and despite its controversies it was created as a solution to the beauty industry's diversity problem. Where brands are creating products to simply occupy space in a trend, there’s a higher chance that they won’t hold on to longevity. 

With Serena William’s brand, everything about it screams tennis. The matte lime green product design, their signature lightweight tint, and their target audience being active makeup lovers. The brand slowly begins to make more sense as each bit of promo makes its way onto our screens. Despite the over saturation of beauty brands, It’s refreshing to see brands that are created with the founder’s passion, not for the brand itself but for what the product represents. S’ABLE LABS is an example of a brand that was created out of a need for home grown products that take you back to your roots. 

Image via Rickey Fernandes

WYN knows their audience because the founder is the start of their audience. With workout friendly makeup, a tint is usually the signature product, as is with brands like Skin In Motion. WYN is designed for playing a sport. The brand has their signature skint tint, which is intentionally lightweight and has non-ashy SPF 30. With WYN beauty, it’s all about ease outside and on the court.

And, need I remind you, Serena Williams is tennis. Her career is revered for a reason so it’s not out of the blue. No celebrity has to create a beauty brand, and it’s clear that a majority of people feel the same, but when the products make sense in the world of the celebrity that promoted it, the product makes more sense. WYN products being used in Challengers would’ve made sense because it’s as functional as it is profitable. If you can’t imagine the founder wearing the product they’ve created, what exactly are we aspiring for?

It’s not a niche market, either. Tennis is one of the biggest sports worldwide, and out of 5.6 million players in Britain alone, 42% were women. Makeup is as functional as skincare, and next to brands like Skin In Motion, WYN has a chance in the market to be considered a trusted brand for the active girls around the world.

When talking about the internet's response to the brand’s launch, Lifestyle and Beauty creator Jasmine Airdelle says in regards to the tennis that, “This is such a male dominated space, that I’m happy anytime a woman, especially a woman of colour, launches a makeup line because it’s just not enough. We need more.” 

The previous consensus that WYN is just another makeup brand has died down with acceptance from women that have tried the product and concluded that it does what it says on the tin

 Are you passionate about exploring the intricate worlds of beauty, sex, fashion, wellness, and culture? Do you belong to a marginalized community and have unique perspectives and stories to share? If so, Nightstand Service is eagerly seeking contributing writers like you! Get in touch:


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