Brands
Good Glamm Group partners with Serena Williams to launch ‘WYN BEAUTY by Serena Williams’
Mumbai: Introducing WYN BEAUTY by Serena Williams, a new brand of clean, high-performing, skin-loving makeup designed for life, not just a photo finish. A true reflection of the poetry in motion that Serena is on the court, it’s makeup you can move in – flexible formulas that wear beautifully and keep hydrated all day. With 91 shades across 10 distinct products in the face, lip and eye categories, the brand is committed to living in color with confidence, so everyone will find their match.
“I’m so excited to introduce WYN Beauty to the world,” said founder and entrepreneur Serena Williams. “To me, beauty has always been about self-expression and stepping into the best version of myself. Throughout my career, I was always searching for makeup that looked good after hours on the court, mixing products myself and creating my own formulas while traveling the world. As I evolved and remained active both on and off the court, I needed products I could apply at 7am before a full day of meetings, spending time with my kids, making time for the things I love and still look good at the end of the day. I needed makeup that could truly move with me. That’s the intention behind WYN BEAUTY – for people to live in it every single day of their lives and enhance the beauty they already have.”
From one of the most competitive people to ever walk the planet, Serena’s beauty philosophy is decidedly not. “Beauty is a field where everyone wins,” said Serena. “You set and define your own personal goals and standards. WYN isn’t about being THE best, but your best.” Serena’s drive to give her best has always been coupled with authenticity through beauty: from the early beaded braids to nails that grew bolder each season and her signature cat-eye, Serena Williams has proven that beauty has the power to make a statement without saying a word.
Your strength. Your Beauty
But Serena also knows when words matter – all WYN BEAUTY products and shades were intentionally named as personal affirmations – like the ones Serena wrote down in her “match books” and relied on in the locker room before playing—Brave, Momentum, Shine, Discover, Push, Build, Move, among others. The unique WYN Chartreuse hue of the packaging, which represents an energy and determination that is signature Serena, along with gold accents to celebrate her gold medals and unique netting design will be featured in a first-of-its-kind eye-catching brand expression in select Ulta Beauty stores. As the largest and premier beauty destination in the U.S., the exclusive retail partnership will fuel discovery and allow more people to experience WYN BEAUTY nationwide.
“At Ulta Beauty, we’re committed to celebrating beauty in all its forms so that everyone can express themselves through the products we offer; WYN Beauty is a shining example of this,” said Ulta Beauty chief merchandising officer Monica Arnaudo. “Since meeting Serena several years ago, it was clear her passion for beauty would lead to a brand and product collection that embodies her winning spirit and brings a new perspective to makeup that beauty enthusiasts desire.”
WYN BEAUTY was founded by Serena Williams through a joint venture partnership with the Good Glamm Group, known for its disruptive tech-enabled portfolio of leading beauty and personal care brands across global markets. Good Glamm’s thoughtful approach to brand-building, and a shared belief that products should be inclusive, responsible, purpose-driven and serve their communities makes them a great partner.
“It’s a privilege to partner and enter into this joint venture with Serena, and work with her to bring life to her vision of WYN BEAUTY and create products that truly deliver high performance, synonymous with what she stands for” said Good Glamm Group founder Darpan Sanghvi.
WYN products are formulated with clean, skin-loving ingredients that hydrate the skin, and are vegan and cruelty-free. The long-wear and sweatproof products are lightweight, formulated to be in motion and available in an expansive range of shades and undertones.
The WYN BEAUTY assortment includes:
Face
. Featuring You Hydrating Skin Enhancing Tint SPF 30 – This lightweight formula enhances skin with buildable coverage and a radiant natural finish. Formulated with invisible sun protection and the patented Truly Unstoppable HydraComplexTM for up to 72 hours of hydration. Available in 36 shades. 30ml / 1 fl oz. – $29
. Nothing to See Soft Matte Creamy Concealer – Provides buildable, medium coverage with a soft-matte finish. The cream-to-powder longwear formula blends seamlessly, while the Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration.
Available in 20 shades. 5.5ml / 0.18 fl oz. – $25
. MVP: Most Versatile Pigment Multifunction Lip and Cheek Color – Delivers buildable, longwear color with a natural, satin finish. The smudge-resistant gel formula blends smoothly. The Truly Unstoppable HydraComplexTM delivers up to 72 hours of hydration. Available in 8 shades. 4.5ml / 0.15 fl oz. – $21
Lip
. Word of Mouth Max Comfort Matte Lipstick – A comfortable, hydrating, full coverage matte finish with color payoff in just one swipe. Available in 10 shades that look great no matter what your skin tone or undertone. 3.5g / 0.12 oz. – $20
. Say Everything Max Intensity Feather Weight Lipstick – Hydrating satin finish, paired with an impactful one swipe color payoff. Formula delivers up to 24 hours of continuous hydration. Available in 10 shades that look great no matter your skin tone or undertone. 1.7g / 0.06 oz. – $20
. No Words Needed Lip Serum – This non-sticky, lightweight formula helps hydrate lips for up to 24 hours. Rich with nourishing ingredients including antioxidant Vitamin E, Wild mango Butter, Jojoba Oil and Karite. Available in 1 shade. 3ml / 0.10 fl oz. – $18
Eyes
. Big Vision Lengthening & Defining Tubing Mascara – Coats each eyelash in tubing technology for maximum length and definition. The double-arched brush ensures lashes are coated from root to tip in a flake-resistant and smudge-resistant formula for up to 24 hours wear. Available in 1 shade, Focus Black. 9ml / 0.30 fl oz. – $19
. Glideline Waterproof Liquid Eyeliner – Achieve Serena’s signature cat-eye with this smudge-proof, waterproof, sweat-resistant, carbon black-free eyeliner with up to 24hour wear. Available in 1 shade, Focus Black. 0.55ml / 0.02 oz – $21
. Glideline Longwear Eye Pencil – This eyeliner creates precise lines and smokey looks with ease and without tugging. The pencil is transfer-resistant, sweat-resistant and smudge- resistant. Available in 1 shade, Focus Black. 0.38g / 0.01 oz – $19
. Taking Shape Brow Shading Pencil – This pencil’s versatile triangle tip creates fine, hairlike strokes. The flexible hold formula is infused with Vitamin E and Argan Oil to help condition brow hairs. Available in three shades. 0.17g / 0.006 oz – $19
WYN BEAUTY is now available on wynbeauty.com and launches exclusively at 685 Ulta Beauty stores across the U.S. and at Ulta.com on 7 April 2024.
Brands
Lotus Herbals unveils HydroActivated sunscreen with high-impact campaign
Harnaaz Sandhu fronts digital push spotlighting breakthrough sun care tech
MUMBAI: Lotus Herbals has rolled out a high-decibel marketing campaign to introduce what it calls India’s first hydro-activated sunscreen, aiming to reshape how consumers think about sun protection.
At the centre of the launch is the Safe Sun HydroActivated Sunscreen SPF 50+ PA+++, a formulation built on a patent-pending Hydrosome Technology that activates on contact with moisture. Unlike conventional sunscreens that can weaken with sweat, this product is designed to do the opposite, boosting protection when the skin is exposed to water or perspiration.
The campaign is led by Harnaaz Sandhu and is being amplified across OTT platforms, social media and outdoor locations in key metro cities. The brand film takes a light, relatable approach to everyday sunscreen struggles such as uneven application and fading protection, while positioning the new product as a reliable, high-performance alternative for active lifestyles.
Beyond its core technology, the sunscreen features next-generation UV filters and Edelweiss Flower Extract, offering hydration alongside protection. The formula claims up to 10 hours of water resistance and even, all-round defence against sun exposure and tanning, targeting consumers who want both skincare and performance in one product.
Speaking about the launch, Lotus Herbals chairman and managing director Nitin Passi said, “We are excited to launch India’s first sunscreen with hydroactivated technology which is our most innovative product launch. This isn’t just a sunscreen; it’s a technological breakthrough that utilises a novel manufacturing process. We’ve created a product that stays invisible on the skin yet becomes a performance powerhouse when the user is most active.”
Sharing her experience, Lotus Herbals brand ambassador Harnaaz Sandhu said, “I am thrilled to be associated with Lotus Herbals Safe Sun for their new sun protection campaign. In my world, there is no room for shortcuts, and I need functional and reliable products that work as hard as I do. The hydroactivated sunscreen is a game-changer because it blends with my skin and protects me better when I’m pushing my limits.”
The campaign is being distributed across platforms including JioStar connected TV integrations and ZEE5, along with television placements such as Sa Re Ga Ma Pa in West Bengal. A large influencer push involving over a thousand creators, along with in-store branding and retail activations, is also part of the rollout.
With a blend of science-led positioning and mass-market storytelling, Lotus Herbals is betting on innovation to stand out in the crowded sun care segment, hoping its moisture-powered promise strikes the right chord with today’s always-on consumers.
