Behind the scenes, disruptions have hit Serena Williams’ Wyn Beauty.

Wyn Beauty

As AFROTECH™ previously reported, Williams founded the beauty brand in 2024, but it had been in the works for nearly six years. The idea stemmed from her tennis journey, as she constantly searched for products with long-lasting wear. She even created her own tinted moisturizer; now the company’s lineup is designed to cater to those with an active lifestyle. Additionally, representation was a key factor in its product lineup. It launched with 10 products in 91 shades to exemplify “beauty in all its forms,” said Monica Arnaudo, former chief merchandising officer at Ulta, according to Beauty Independent.

As for how the brand is faring today, it has faced several challenges. Its sales at Ulta Beauty are reportedly on the decline, and some executives have exited their posts, such as former president Shawn Haynes, former VP of global product development Christina Ximenez, and former director of product and lifestyle marketing Priscilla Salam.

Additionally, The Good Glamm Group, Wyn Beauty’s strategic partner, valued at $1.2 billion in 2021, announced its collapse. The Good Glamm Group, based in India, oversaw nearly 12 brands in its portfolio and was hopeful of its expansion globally with Wyn, as it marked its first footing on U.S. soil, per Beauty Independent. The Good Glamm Group had anticipated that Wyn’s 2025 sales growth would reach 25% to 35%.

“A U.S.-based brand can easily enter multiple geographies, which, in turn, could open up distribution for my Indian offerings in new markets,” Darpan Sanghvi, founder of The Good Glamm Group, said in 2024, according to the outlet.

The Good Glamm Group Collapse

Already dealing with profitability problems ahead of Wyn’s launch, The Good Glamm Group continued to struggle and was not able to gain additional funding to stay afloat.  

While hopeful for progress, an update from Sanghvi shared last month tells a different story. In a post, he detailed what was ahead for The Good Glamm Group and how it would impact its umbrella companies.

“Over the past few months, we explored every possible path to keep the Good Glamm Group together as the way we had envisioned, a digital FMCG conglomerate with multiple brands under one umbrella,” Sanghvi wrote in a four-page letter shared on LinkedIn. “We explored refinancing, partial brand sales, strategic investments and more. We left no stone unturned. But when you operate in a complex structure with multiple stakeholders, and time as your enemy, sometimes it just does not come together. We have now reached a turning point in those restructuring efforts. Our lenders have decided to enforce their charge on the individual brands under the Good Glamm Group.”

He continued, “What this means is that there will no longer be a group-wide solution which will allow all the brands to continue under a single umbrella. Instead, the brands will be sold one by one, and will operate individually instead of being under one umbrella and there will be new individual owners for each of the different brands. …I understand just saying ‘I’m sorry’ is not enough. I take responsibility and responsibility just isn’t about reflection; it has to be about commitment. And that’s where I’m at now.”