# Inclusive Performance Cosmetics Serena Williams' Wyn Beauty Products are Made to Move By Laura McQuarrie | Published 2024-04-03 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/wyn-beauty References: [happi](https://www.happi.com/contents/view_breaking-news/2024-04-03/serena-williams-launches-wyn-beauty-91424/) & [facebook](https://www.facebook.com/photo/?fbid=828651245966387&set=pb.100064645575561.-2207520000) Wyn Beauty is Serena Williams' new cosmetics line created in partnership with [Good Glamm Group](https://www.trendhunter.com/trends/electrolyte-ice-cube) and [Ulta](https://www.trendhunter.com/trends/rem-beauty-2), and it's debuting in hundreds of Ulta stores to share inclusive, vegan and cruelty-free beauty products. In all, there are 10 products that Wyn Beauty is introducing itself to the world with, including a gel-cream SPF 30 skin tint in 36 shades, a hydrating lip serum and tubing mascara. This new [celebrity makeup brand](https://www.trendhunter.com/trends/reframe-beauty) is all about sharing makeup products that people can move in, so that they can continue to perform at their best and feel good about how they look. Clean, high-performance ingredients power the formulas and the brand is passionate about making sure every skin tone has a match. These beauty products come in brightly colored packaging with the same bright shade as a tennis ball. ## Trend Insights (Trend Hunter) - Score: 7.4/10 - Popularity: 100% | Activity: 100% | Freshness: 23% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celeb Products](https://www.trendhunter.com/celebproducts) ## Key Themes ### Why This Trend Is Growing - **Inclusive Performance Cosmetics:** Unlocking formulations with clean, high-performance ingredients to cater to diverse skin tones and provide makeup that enhances movement. - **Vegan Beauty Products:** Inspiring a shift towards cruelty-free and plant-based beauty options that prioritize inclusivity and performance. - **Celebrity Makeup Brands:** Leveraging influencer partnerships to create beauty lines that prioritize functionality and empowerment through makeup. ### Industries Being Reshaped - **Cosmetics Industry:** Embracing innovation in formulation and product diversity to meet the growing demand for inclusive and high-performance beauty products. - **Retail Industry:** Exploring collaborations with celebrity brands to offer exclusive, performance-driven beauty products that resonate with diverse consumer needs. - **Beauty Tech Industry:** Integrating technology and clean ingredients to develop inclusive beauty solutions that cater to active lifestyles and diverse skin tones. ## Related on Trend Hunter - [Next-Gen Recovery Products](https://www.trendhunter.com/trends/will-perform.md) - [High-Performance Beauty Lines](https://www.trendhunter.com/trends/varsity-beauty.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md) - [Sports Beauty Partnerships](https://www.trendhunter.com/trends/wnbas-new-york-liberty.md) - [Inclusive Toxin-Free Makeup Products](https://www.trendhunter.com/trends/defiance-beauty-by-nechami.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Athlete-Starring Cosmetic Campaigns](https://www.trendhunter.com/trends/glossier-5.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Plumping Plant-Powered Cosmetics](https://www.trendhunter.com/trends/gxve-beauty-by-gwen-stefani.md)