Tennis star Serena Williams launches WYN Beauty, becoming the latest celebrity to enter the beauty space.
The athlete said she founded the brand to offer “makeup you can move in,” noting she was “always looking for makeup that looks 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 US and online.
With the launch of WYN Beauty, Williams is joining the ranks of celebrities with their own beauty lines. Here are some other celebrities who have also made a name for themselves outside of the makeup space and have launched makeup brands.
The rare beauty of Selena Gomez
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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 as much as $2 billion, according to the World Branding Forum, which said the brand recorded sales of more than $400 million in the 12 months ending February 2024.
Gomez started Rare Beauty with the stated mission of breaking down beauty standards with a focus on mental health. The company is donating 1% of all sales to the Rare Impact Fund, the actor’s foundation that offers mental health and education initiatives.
Rihanna’s Fenty Beauty
Kevin Mazur / Getty Images / Fenty Beauty by Rihanna
Rihanna founded Fenty Beauty in 2017, which is co-owned by French luxury goods group Louis Vuitton (LVMUY). The Grammy Award-winning artist is also the CEO of the company.
The brand “recorded strong growth, mainly due to one of its latest innovations in mascara” in 2023, Louis Vuitton said in its January earnings call.
The singer, who became one of the youngest self-made female billionaires, created Fenty Beauty with a focus on inclusion, 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 Mills
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“Stranger Things” actress Millie Bobby Brown launched her Florence by Mills brand in 2019. The brand offers makeup and skin care, among other products.
Brown owns a majority stake in Florence by Mills, while brand incubator Beach House Group holds a minority stake, according to WWD References.
Florence by Mills, which says it focuses on promoting confidence, says it donates 1 percent of every purchase to nonprofits.
Kim Kardashian’s SKKN
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Kim Kardashian launched SKKN, a skincare brand that also sells makeup, in 2022. The brand was founded in partnership with beauty giant Coty ( COTY ).
The billionaire was reportedly in talks to buy a minority stake in Coty in 2023, according to The Wall Street Journal.
SKKN isn’t the reality star’s first beauty venture, as Kardashian founded KKW Beauty in 2017, but closed the brand in 2021, saying the line would later relaunch under a new brand.
Ariana Grande and REM Beauty
REM Beauty
Ariana Grande founded REM Beauty in 2021. The Grammy-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 equity firm focused on high-growth brands, in 2023.