After retiring in 2022 with a career prize money worth $95 million, Serena Williams unleashed several business projects from Serena Ventures to the S by Serena clothing line and the Wyn Beauty brand. And through Serena Ventures – a venture capital firm, she invested in more than 85 companies, by her own admission. Her mantra? Diversity and backing businesses owned by women and people of color. 79% of her portfolio champions the underrepresented, and 54% is women-led. Beyond endorsements, her savvy investments have transformed a champion’s wealth into a legacy.
Serena Ventures has become a beacon for underrepresented founders. The firm provides crucial funding and mentorship, investing in potential and breaking down systemic barriers. Its portfolio comprises dozens of early-stage companies, showcasing a diverse range of innovation. By focusing on founders who are women or people of color, Serena Ventures embodies a vision of a more equitable and inclusive business world.
S by Serena, her fashion line, champions inclusivity and body positivity, offering stylish and comfortable apparel. The brand’s growth and consistent positive reviews, coupled with its online presence and strategic partnerships, indicate strong sales. The range of sizes and quality of garments has created a loyal customer base. But if there is one venture that has seen major success is Wyn Beauty. It has skyrocketed since its launch, featuring 10 products designed for an “active” lifestyle.
The line includes vegan and cruelty-free items like lipsticks, mascara, and a skin tint with SPF, priced between $18 and $29. This is comparable to Selena Gomez’s Rare Beauty, reportedly worth $2 billion. Wyn Beauty has just turned one and has grown significantly over the past year, with products now available nationwide through major retail partnerships, including exclusive deals with Target stores. The brand has also collaborated with prominent fashion and beauty publications, featuring in editorial spreads and online campaigns with magazines like Allure and Vogue. What should one eye from here? More expansion, right? Not for Serena.
Speaking to People Magazine, Serena expressed that she was content with her business ventures for now. “I’m done!” she declared. “I’m not launching anything else like this. I just am happy doing WYN Beauty. And I’m happy being a mom, and I’m happy with my venture company, and that’s a lot. We’re good!” But what prompted Serena to step back when she has proved what she is capable of doing as an entrepreneur?
Serena reflected on the sacrifices she has to make to succeed in her business ventures. “Yeah, it definitely costs a lot. I’m here [in California] without my kids, and that’s a big cost for me because I spend a lot of time with my children, and they’re very attached to me, which a part of me loves. So, it’s always some cost,” she acknowledged, highlighting the challenges of balancing business and family life. Serena was referring to being at a promotion event for Wyn Beauty. In fact, as she said, throughout her entire career, she always had to make a choice.
“My whole life I’ve had to kind of weigh, like, ‘If I wanna win a championship, well what is that going to cost me?’” Serena said. “It’s going to cost me time with my family, it’s going to cost me friends, it’s going to cost me relationships. And they’re very expensive. You have to decide if it’s worth it for you.” But there is no denying that with all the choices and sacrifices, Serena has created a niche for herself beyond the court that started with a hands-on experience during her time at Wimbledon.
April 2 marked a major milestone for Serena Williams, the 23-time Grand Slam champion, as she celebrated the one-year anniversary of her makeup label, Wyn Beauty. To commemorate this occasion, the brand hosted a two-day pop-up event in Los Angeles on April 11 and 12. This event was more than just a celebration; it was a testament to Serena’s entrepreneurial spirit and her dedication to redefining beauty standards. Serena’s journey to creating Wyn Beauty began years ago, inspired by her experiences in the locker room at Wimbledon.
She recalled, “The moment I knew I wanted to start WYN was when I was in the locker room at Wimbledon and I was putting sun cream in my hand and then I was putting foundation and I was mixing it together to make my own skin tint. And I thought, ‘I need to have something in my color. Also need to have this product. Is there a way I could use this while I’m playing or while I’m just using it all 24 hours throughout the day?’” This moment sparked a seven-year journey to create a brand that would change the beauty game, especially for people of color.
The pop-up event featured a shade-matching station, offering visitors a chance to find their perfect match from Wyn Beauty’s 36 inclusive shades. Serena’s vision for Wyn Beauty was not just about launching a product line; it was about creating a movement. She partnered with The Good Glamm Group to bring 91 shades across ten high-performance products to the market.
Reflecting on her journey, she noted, “Lots of dedication, lots of tears, and lots of happiness. I think in sport, you know when you win you either are shaking your opponent’s hand or you’re pumping your fist or something. In business, I feel like you know you’ve won just by the fact that people really love and enjoy it, but also the impact that you’re making in different people’s lives.”
Now that Serena Williams has declared, “I’m done!” with expanding on her businesses, it’s curious to see what’s next. Will she share more exciting updates from her personal life? Only time will tell.
