A WYN-ning digital experience for a new celebrity-backed brand.

WYN BEAUTY, developed by Serena Willams, believes in the beauty of showing up as the best version of yourself. This intention is at the core of the brand’s formulas, made with clean, high-performing ingredients that wear beautifully and keep skin improving for days. All products are formulated, tested, and perfected with deeper skin tones as the starting point — meaning everyone will find their match.


Web Design

Front & Back End Development

Third-Party Implementations
Account & Project Management

Ongoing Managed Services

WYN BEAUTY Brand Image

The Opportunity

Tennis legend and entrepreneur Serena Williams aimed to launch a beauty brand that resonated with her core following while attracting new communities rooted in beauty. Her brand’s initial offering included a vegan and cruelty-free makeup collection with 10 products for face, eyes, and lips. The brand sought a digital agency capable of creating and developing an immersive digital flagship experience in tandem with its product launch at Ulta.

The Work

1r delivered a custom design and build for the brand’s DTC store on Shopify, accommodating dynamic content while ensuring top-tier performance. Through the Discovery phase, 3rd party applications and custom solutions were considered to complement an emerging brand with a celebrity-backed following.

WYN BEAUTY Site Snapshots

The Challenge

A primary objective for the brand was to establish itself as the premier destination for color beauty. The agency and brand teams collaborated to devise strategic solutions that facilitated the presentation of various product shades across different sections of the site while maintaining usability and functionality.

WYN Beauty Graphics

Site Features & Highlights


Product samples

Back in stock

Product Reviews

Recommended products
User-generated content

The Results

The vibrant digital flagship store showcases the new brand's strong identity enabling future scalability and best-in-class performance. The WYN BEAUTY site serves as the hub for the brand narrative and the founder's genuine connection to the products. It drives conversion through its user-friendly design and cultivates a unique and loyal community, fostering ongoing engagement.

WYN BEAUTY Results Image
WYN BEAUTY brand image


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Yotpo Logo
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