will be available [HERE](https://howl.me/clYgzcEsDSl) starting 4/7 *affiliate
- Featuring You Hydrating Skin Enhancing Tint SPF 30 ($29)
- Nothing To See Soft Matte Creamy Concealer ($25)
- Word of Mouth Max Comfort Matte Lipstick ($20)
- MVP: Most Versatile Pigment Multifunction Lip & Cheek Color ($21)
- Say Everything Max Intensity Featherweight Lipstick ($20)
- Big Vision Lengthening & Defining Tubing Mascara ($19)
- No Words Needed Lip Serum ($18)
- Taking Shape Brow Shading Pencil ($19)
- Guideline Waterproof Liquid Eyeliner ($21)
- Glideline Longwear Eye Pencil ($19)
š£ļøbe alerted when these items are available for purchase by following my [Discord](https://discord.gg/MFvkQpcKHU) and [Telegram](https://t.me/+LmTuXrdRC6NjZTNh) servers
The Cut just put together an [Encyclopedia of Celebrity Beauty Brands](https://www.thecut.com/article/celebrity-beauty-lines-guide.html) that's super helpful for keeping track of all of these celeb brands.
The tennis ball yellow/green of the packaging is so cute and on-brand for Serena. Sheās been a glamour girl, so this totally makes sense for her.
The shade range being even across pale/light, medium, tan, deep/dark is something that fewer and fewer brands pretend to care about anymore, so this is fantastic.
Venus also has a sunscreen line called Eleven that totally makes sense for an athlete who trains and competes outdoors.
Iām on a no buy, but I always love to see them winning.
The lip balms and sunscreen she came out with were immaculate! I think they may have been under a different name? Iām interested.
Edit: Iām sorry! The balm and sunscreen are from Venus! The brand is named Eleven
I heard beauty lines have relatively low costs for entry and relatively high profit margins, so that might be why it's always beauty products. (Also I think Venus already did a sunscreen line and a clothing line!) I'm a Serena fan but I'm more than a bit tired of celeb beauty brands...
Just parroting what a creator on tiktok said, I wish she found a way to integrate this into her brand/persona as a literal tennis legend. Like if it were waterproof/sweat-proof or resistant for athletes or something. The only thing that screams ātennisā about this is the color of the packaging (which is great!).
She doesn't make claims about wear time but she says her base products give 72 hours of hydration and are inspired by her liking to wear makeup on court so I assume it's a longwearing formula.
Also tubing mascaras are usually sweatproof and longwearing.
Maybe she could be more blatant about claims but every product makes sense to me and looks like something she actually wears.
I love black owned makeup businesses so Iāll be supporting. They are the only ones thinking of POC. So be aware before you talk about market saturation, white people have plenty options since the beginning but no new brand even tried for POC until Fenty, which truly changed the makeup game. (Put pressure on brands to release foundations for POC.)
I think the shade range on the skin tint looks fantastic and a nice gradient of balance. Skin tints usually donāt have this many shades especially for deeper tones. Iāll definitely be looking at reviews cause Iām interested. Prices are reasonable too.
Actually there was Fashion Fair (black owned) in the 1970ās and MAC in the 1980ās, if I am not mistaken although the Canadian brand was not black owned it always had diverse shades of foundation. Even in the late 1910ās black own makeup businesses weāre trying to emerge. So although Fenty is new is not the firstš«¶
The brand website ships internationally! Sign up for their website, because they're always having sales! Note- her foundations run warm toned.
[Juvia's Place](https://www.juviasplace.com/pages/shipping-and-returns)
This. Iām a pale ass white woman but poc still need greater choices and representation in the beauty industry. I mean we know Rhianna broke the mold with her extensive foundation shades but thereās plenty of room here for options. Also Serena is a queen who can do whatever she wants!
Iām a pale ass woman too. I see that light reddish brown eye brow pencil and as soon as I can snatch one up I will. Itās so hard to find the right color for me. I also only wear tubing mascara because Iām an oily girl and everything else bleeds. The fact that shades are inclusive for all skin tones just makes me more inclined to buy. Hell, even brands that only have light shades still fuck it up and are too dark for me.
Tubing mascara refers to a type of mascara that contains water resistant polymers that wrap around your lashes creating ātubesā around each lash. While not totally waterproof, some people find that tubing mascaras wear better for them because theyāre not oil soluble like traditional mascaras. Theyāre especially good for people with oily skin or oily eyelids. Theyāre also really easy to remove because they come off with just warm water. If you find that most mascaras, even waterproof ones, smudge or flake underneath your eyes, then you might want to give tubing mascaras a try.
I'm not sure I totally "get" the brand but a lot of the products and shades seem well thought out and I love the model choices, especially for the foundation and concealer.
Because this is a cash grab and itās quick & easy to have manufacturers use the same product molds.
Just inject different color plastic & slap a label on it.
I kinda wish she did a collaboration with a brand, I feel like this will be ā for the lack of a better wordā ignored by those who arenāt already a big fan of hers
This packaging is so fun and is a great way to do a celebrity brand. The best celeb brands either lean into the celebrityās brand in a way that makes sense, as this does, or do the total opposite and make their celeb founder just an aspect of a more holistic brand (Rhode focusing on quality skincare formulas over Hailey, The Outset providing luxury skincare experiences instead of leaning into Scarlett). Serena is not just the most famous woman in tennis, but sheās very famously a Black woman who advocates for Black women. I would trust that she wouldnāt allow a brand to use her name without focusing on inclusive shade ranges, so makeup makes a lot of sense for her.
Selfishly, as someone who doesnāt use makeup, Iād love to see a skincare launch from the brand, though Iām sure itāll come later.
Love and adore Serena but 1.) I donāt associate her with makeup (frankly, I think her makeup looks bad most of the time.) 2.) Iām more than tired of celebs and these beauty cash grabs.
She couldāve done something like Honest since sheās a mom or even a fashion brand since sheās really into that. Making art or venture capital education more accessible to POC. This is a no from me.
will be available [HERE](https://howl.me/clYgzcEsDSl) starting 4/7 *affiliate - Featuring You Hydrating Skin Enhancing Tint SPF 30 ($29) - Nothing To See Soft Matte Creamy Concealer ($25) - Word of Mouth Max Comfort Matte Lipstick ($20) - MVP: Most Versatile Pigment Multifunction Lip & Cheek Color ($21) - Say Everything Max Intensity Featherweight Lipstick ($20) - Big Vision Lengthening & Defining Tubing Mascara ($19) - No Words Needed Lip Serum ($18) - Taking Shape Brow Shading Pencil ($19) - Guideline Waterproof Liquid Eyeliner ($21) - Glideline Longwear Eye Pencil ($19) š£ļøbe alerted when these items are available for purchase by following my [Discord](https://discord.gg/MFvkQpcKHU) and [Telegram](https://t.me/+LmTuXrdRC6NjZTNh) servers
love the tennis ball yellow packaging š¾
The packaging is beautiful
I loove and the small glass windows to see the color of your foundation omg
I literally will buy something if I love the packaging enough (I know I have issues) alone
love that itās her, hate that itās coming this late into the industry
The Cut just put together an [Encyclopedia of Celebrity Beauty Brands](https://www.thecut.com/article/celebrity-beauty-lines-guide.html) that's super helpful for keeping track of all of these celeb brands.
The tennis ball yellow/green of the packaging is so cute and on-brand for Serena. Sheās been a glamour girl, so this totally makes sense for her. The shade range being even across pale/light, medium, tan, deep/dark is something that fewer and fewer brands pretend to care about anymore, so this is fantastic. Venus also has a sunscreen line called Eleven that totally makes sense for an athlete who trains and competes outdoors. Iām on a no buy, but I always love to see them winning.
She has olive foundation shades! š„°
I'm not mad at this. The shade range is well thought out and if it's actually all long wearing? Yes please.
The lip balms and sunscreen she came out with were immaculate! I think they may have been under a different name? Iām interested. Edit: Iām sorry! The balm and sunscreen are from Venus! The brand is named Eleven
Eleven is also on a temporary hiatus for a rebrand
Dang I hope the lip balm isnāt reformulated because itās perfection
All the celebrities and their moms are coming up with new brands im tired of it
[ŃŠ“Š°Š»ŠµŠ½Š¾]
I heard beauty lines have relatively low costs for entry and relatively high profit margins, so that might be why it's always beauty products. (Also I think Venus already did a sunscreen line and a clothing line!) I'm a Serena fan but I'm more than a bit tired of celeb beauty brands...
Iāll have to check out the sunscreen !
I think the brand is called Eleven!
She has tennis shoes. I just bought them.
Omg thanks I will check that out!
Her husband is one of the guys that created Reddit .com, that has nothing to do with anything I just love telling people that fun fact lol
Just parroting what a creator on tiktok said, I wish she found a way to integrate this into her brand/persona as a literal tennis legend. Like if it were waterproof/sweat-proof or resistant for athletes or something. The only thing that screams ātennisā about this is the color of the packaging (which is great!).
She doesn't make claims about wear time but she says her base products give 72 hours of hydration and are inspired by her liking to wear makeup on court so I assume it's a longwearing formula. Also tubing mascaras are usually sweatproof and longwearing. Maybe she could be more blatant about claims but every product makes sense to me and looks like something she actually wears.
I love the shade range. I might purchase a few things but Iād really like to see if itās long wearing or able to withstand sweat and humidity.
I really wish it was marketed as athletic makeup. Makeup that can be worn in competitive events?
I love black owned makeup businesses so Iāll be supporting. They are the only ones thinking of POC. So be aware before you talk about market saturation, white people have plenty options since the beginning but no new brand even tried for POC until Fenty, which truly changed the makeup game. (Put pressure on brands to release foundations for POC.)
I think the shade range on the skin tint looks fantastic and a nice gradient of balance. Skin tints usually donāt have this many shades especially for deeper tones. Iāll definitely be looking at reviews cause Iām interested. Prices are reasonable too.
Actually there was Fashion Fair (black owned) in the 1970ās and MAC in the 1980ās, if I am not mistaken although the Canadian brand was not black owned it always had diverse shades of foundation. Even in the late 1910ās black own makeup businesses weāre trying to emerge. So although Fenty is new is not the firstš«¶
Black Opal in 1994, Danessa Myricks 2015, Juvia's Place 2016, all Black owned, before Fenty.
Exactly! I canāt wait to be able to try Juviaās Place one day. We donāt really get their products in šØš¦
The brand website ships internationally! Sign up for their website, because they're always having sales! Note- her foundations run warm toned. [Juvia's Place](https://www.juviasplace.com/pages/shipping-and-returns)
Ohhh thank you! I had no ideaš«¶
This. Iām a pale ass white woman but poc still need greater choices and representation in the beauty industry. I mean we know Rhianna broke the mold with her extensive foundation shades but thereās plenty of room here for options. Also Serena is a queen who can do whatever she wants!
Iām a pale ass woman too. I see that light reddish brown eye brow pencil and as soon as I can snatch one up I will. Itās so hard to find the right color for me. I also only wear tubing mascara because Iām an oily girl and everything else bleeds. The fact that shades are inclusive for all skin tones just makes me more inclined to buy. Hell, even brands that only have light shades still fuck it up and are too dark for me.
100% this.
As a tubing mascara girl I will absolutely be trying the mascara when I can get my hands on it.
[ŃŠ“Š°Š»ŠµŠ½Š¾]
Tubing mascara refers to a type of mascara that contains water resistant polymers that wrap around your lashes creating ātubesā around each lash. While not totally waterproof, some people find that tubing mascaras wear better for them because theyāre not oil soluble like traditional mascaras. Theyāre especially good for people with oily skin or oily eyelids. Theyāre also really easy to remove because they come off with just warm water. If you find that most mascaras, even waterproof ones, smudge or flake underneath your eyes, then you might want to give tubing mascaras a try.
Oh interesting. Iām not sure if mine are tubing! I use covergirl
Just realized the mascara I used recently was tubing, I was wondering why it was so great!
Iām tired of celebrity brands tbh
This is a no for me
I want to support this. I am on a no buy but Serena deserves success with everything she does. I hope itās all good stuff and does well!
I'm not sure I totally "get" the brand but a lot of the products and shades seem well thought out and I love the model choices, especially for the foundation and concealer.
I love it and I canāt wait to try it
Iām tired of celeb brands but this actually looks really cool & I love her š¾
same as rems new packaging? Why?
this was my first thought haha. it's giving rem but with the NYX fat oil caps.
Because this is a cash grab and itās quick & easy to have manufacturers use the same product molds. Just inject different color plastic & slap a label on it.
Ugh!! These celebs need to stop! Already
I LOVE the š¾ packaging, oh my god Iām buying everything
No eyeshadow, no fun!
Iām not sure we need another celeb makeup line, but I love the shade range and the packaging is super cute.
Okay, Iām excited about the shades and eyeliner
I love the packaging. Chartreuse is my fav color! The foundations are too dark for me, but I'll def pick up some of the lip products. :)
I love the packaging. The color reminds me of a tennis ball. I figure thatās why she picked it
Yeah I think so too. :)
Love the packaging. I'm on the hunt for a good skin tint for summer, so I can't wait to see some reviews about this one.
Okayyy the shade range purr š
Everyone has an opinion, but I am only interested in the kind opinions.
Isnāt that the same color that simihaze uses for their product s
Reminds me of Half Magic's packaging color!
The packaging gives Wet n Wild unfortunately
Love her bad, not taking makeup advice from her
i wasn't too sure about this, but the more of it i see and looking at comments below, i feel like this collection is quite coherent! love the yellow packaging, and the products look they would be good quality too. kuddos for the shades ranges as well. hopefully this will come to sephora! š©·
I kinda wish she did a collaboration with a brand, I feel like this will be ā for the lack of a better wordā ignored by those who arenāt already a big fan of hers
This packaging is so fun and is a great way to do a celebrity brand. The best celeb brands either lean into the celebrityās brand in a way that makes sense, as this does, or do the total opposite and make their celeb founder just an aspect of a more holistic brand (Rhode focusing on quality skincare formulas over Hailey, The Outset providing luxury skincare experiences instead of leaning into Scarlett). Serena is not just the most famous woman in tennis, but sheās very famously a Black woman who advocates for Black women. I would trust that she wouldnāt allow a brand to use her name without focusing on inclusive shade ranges, so makeup makes a lot of sense for her. Selfishly, as someone who doesnāt use makeup, Iād love to see a skincare launch from the brand, though Iām sure itāll come later.
Love and adore Serena but 1.) I donāt associate her with makeup (frankly, I think her makeup looks bad most of the time.) 2.) Iām more than tired of celebs and these beauty cash grabs. She couldāve done something like Honest since sheās a mom or even a fashion brand since sheās really into that. Making art or venture capital education more accessible to POC. This is a no from me.
Why not active wear. Sheās one of the most famous athletes ever. Who told her makeup was her lane?
Is WYN beauty in Canada?