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Serena Williams is Launching Her Own Beauty Brand

Serena Williams is Launching Her Own Beauty Brand


Fresh off of maternity leave and still dripping sweat from her latest win–Serena Williams appears be gearing up for a new venture.

According to TMZ, the tennis pro recently expanded her trademark of “Aneres” to include new products that look to be the start of a beauty brand. The expansion includes skincare prep, bath soaps, perfumes and cosmetics items such as makeup kits, lipstick, and eyeliner, shadow and mascara.

Williams, who registered “Aneres” (Serena spelled backwards) back in 2003 and 2016, is currently using the trademark for her affordable clothing line “Serena Williams Signature Collection” which is sold through

The possible beauty brand would join a growing number of new Black-owned makeup lines that have recently entered the market including Rihanna’s Fenty Beauty which launched last year and Lip Bar, the two year old brand started by former Wall Street financial analyst Melissa Butler that became available at Target last month. Serena is not new to beauty brands. Back in 2009 she co-founded Mission Skincare, a beauty brand that creates products for people with active lifestyles.

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“I’ve always been disappointed with the lack of skincare products that can keep up with the demands athletes place on their skin. When I learned about Mission and their focus on innovative skincare solutions for everyone with an active lifestyle, I knew I could have an impact on the company.” Williams told People

Are more options for melanin-rich sweat-proof foundations on the way?

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