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.
Services
Discovery
Web Design
Front & Back End Development
Third-Party Implementations
Account & Project Management
Ongoing Managed Services
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.
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.
Site Features & Highlights
Shadefinder
Bundles
Product samples
Back in stock
Product Reviews
Recommended products
User-generated content
Accessibility
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.
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