Serena Williams is entering a new arena: beauty. The tennis pro is building a beauty brand, according to TMZ.
Williams filed documents to trademark Aneres. The name might sound familiar to you (and not just because it’s her first name spelled backward); she has trademarked it before, for her clothing line. It seems Aneres has been discontinued as the name of her clothing line — which is still available on HSN under Serena Williams Signature Statement— but it’s about to be rejuvenated.
According to TMZ, Williams wants to take over your entire makeup routine. Never one to half-step something, the new mom will be venturing into skin-care prep, makeup removal, colognes, and perfumes. She’ll be creating essentials like lipstick, lip gloss, eyeshadow, eyeliner, and mascara; and if you want it all in one, you can get your hands on a Williams original makeup kit. She also plans to release bath soaps. If this gets our skin looking anything like Williams’s, we’re sold.
Williams is known for her on-court smoky eye, which she creates herself, so we wouldn’t be surprised if she comes out with her own eyeshadow palette. We’re guessing any skin-care products will have some SPF, since she relies so heavily on it, being on the court so much. And you can bet that her products will be sweatproof.
Williams isn’t entirely new to the beauty business by any means. In 2010, she decided to become a nail technician. While we were a little surprised, considering how busy tennis kept her, we knew she loved nails, as proven by her often bedazzled and colorful manicures. So, nail polish might be in Aneres’s future. She also co-founded athletic beauty brand Mission Skincare.
Mission is similar to Sweat Cosmetics, which was founded by a group of female professional-level and Olympic athletes who saw a market for sportproof makeup. Co-founder and chief operating officer Taryn Hemmings is a professional soccer player who played for the Boston Breakers and the Chicago Red Stairs, and the brand’s other co-founder and chief financial officer Emily Hines played Division 1 college soccer. The team also includes Olympic gold medal soccer player Lindsay Tarpley. Their foundations, bronzers, and illuminators won’t budge, whether you’re running to a meeting or on the treadmill.
Williams is following in the footsteps of athletes like David Beckham and Michelle Carter.Beckham launched a men’s grooming line with L’Oréal called House 99 by David Beckham earlier this year. And Carter, who became famous for her red lip during the Rio Olympics, is a shot put gold medalist who is also a medalworthy makeup artist and owns her own business called Shot Diva. “I’ve always loved makeup and hair, since I was a child,” she told TODAY. “In college I would do my teammate’s hair and their makeup sometimes. I did a friend’s makeup at the 2008 Olympics and she said, ‘Have you ever considered taking classes?’ For some reason, it had never crossed my mind.”
Who ever said sports can’t be stunning?
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