Williams recently broke into the beauty industry with WYN Beauty, a play-on name for the word "win"; an experience that the former tennis all-star is no stranger to. Williams said she founded the brand due to a window of opportunity, creating "makeup you can move in" for people who like staying active while still getting their glam on. Even the packaging is a nod at her tennis-playing days, with bright neon colors that resemble tennis balls.
"I was always searching for makeup that looked good after hours on the court."
- Serena Williams
WYN Beauty was also created to cater to darker skin tones. The beauty industry is notorious for its lack of representation of deeper skin colors. The brand's hero product, the Skin Enhancing Tint SPF 30, contains 36 diverse complexion shades. Given the adversity Williams has faced throughout her career, it's no surprise she wishes to serve deeper skin-tone communities with an inclusive shade range.
Is WYN Beauty Cruelty-Free?
Since the announcement of this unique launch, fans have been wondering if WYN Beauty would be cruelty-free. At Cruelty-Free Kitty, it's our mission to research brands and provide you the latest information.
We can safely confirm that WYN Beauty is a cruelty-free brand. This company does not test their products or ingredients on animals anywhere in the world. The brand also does not pay third parties to test on animals for them. Furthermore, this brand does not sell in mainland China, where animal testing may still occur.
WYN Beauty is also certified cruelty-free by Cruelty Free International's Leaping Bunny program, securing their stance that cruelty-free is the way to be.
Is WYN Beauty Vegan?
According to the WYN Beauty website, "All WYN Beauty products are formulated to be vegan friendly." We have also reached out directly to WYN Beauty requesting more information. However, we can say with confidence that WYN Beauty is a vegan beauty brand.
Where to Buy WYN Beauty
The cruelty-free beauty brand launched with 10 products, including the aforementioned Skin Enhancing Tint SPF 30, and the Word of Mouth Max Comfort Matte Lipstick. The brand also offers both liquid and pencil eyeliner options. The 23-time Grand Slam title winner often sported winged eyeliner looks on the court. So it comes as no surprise that this category of beauty product was one of her first to launch.
WYN Beauty is sold exclusively at Ulta stores across the US, and also directly through their website.
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