Serena Williams and The Good Glamm Group form a joint venture to launch ‘Wyn Beauty’ for the US market

The launch is in partnership with US-based beauty retailer Ulta Beauty, which will ensure Wyn Beauty products are available across nearly 700 offline stores

The Good Glamm Group has marked its entry into the US market with a joint venture with tennis player Serena Williams to launch a new brand—Wyn Beauty by Serena Williams. The launch is in partnership with US-based beauty retailer Ulta Beauty. For the first 12 months, Wyn Beauty will be solely focussed on the US market, and will then enter India and other global markets.

“To me, beauty has always been about self-expression and stepping into the best version of myself,” stated Williams in a press release. “Beauty is a field where everyone wins. You set and define your own personal goals and standards. Wyn isn’t about being the best, but your best,” she said. The brand will have 91 shades across 10 distinct products in the face, lip and eye categories.

“This was just a crazy entrepreneur, trying to have a crazy dream,” Darpan Sanghvi, founder of Good Glamm Group, tells Forbes India. “Today, after three years of working on that dream, it is coming to reality.”

After launching Good Glamm in 2017, Sanghvi wondered if India can produce a global beauty brand—like there are multiple others from the US, UK, Japan and South Korea, among others. When Sanghvi and his team started working towards their goal of launching a global brand, they realised the need to tap into the US. The US is expected to generate a revenue of $100.3 billion in the beauty & personal care market in 2024, making it one of the largest beauty markets in the world. This market is projected to grow annually by 2.4 percent (CAGR 2024-2028), as per Statista.