Add Serena Williams to the List of Celeb Beauty Moguls to Throw Your Paycheck At

Serena Williams attends Glamour’s 2017 Women of the Year Awards at Kings Theatre on Nov. 13, 2017, in Brooklyn, N.Y.
Photo: Bryan Bedder (Getty Images for Glamour)

This is not a drill.

The Greatest Tennis Player of All Time (don’t @ me on this until Roger Federer wins a major tourney while pregnant) is gearing up to launch a beauty brand, according to TMZ.


In late January, Williams filed to trademark “Aneres” (pat yourself on the back if you caught that that’s Serena spelled backward). She had previously filed a trademark for Aneres in 2003, but that was just for a clothing line.

Now U.S. Patent and Trademark Office docs reveal that she’ll be offering a wide range of beauty products, from skin care, cosmetics and makeup kits to perfumes, lotions and bath soaps. She even filed a trademark for hair-care products, including normal and dry shampoos, hair sprays and hair gels.

Photo: Pascal Le Segretain (Getty Images)

Williams already has a successful clothing line with HSN, which offers a wide-ranging array of looks from fringed cardigans to sports leggings. In fact, if there’s one thing Williams has, it’s range: She’s never shied away from crop tops and bright colors, but also features stunning looks like simple, elegant sleeveless dresses with high necks and flared, pleated skirts.


With that in mind, it’s no surprise that her beauty trademarks are similarly wide-ranging. And she’s no slouch when it comes to business—the champ is also currently Forbes’ highest-paid female athlete, raking in an incredible $84 million last year [Editor’s note: That’s right, even while pregnant].

All hail the GOAT.
Photo: Elsa (Getty Images)

So how will Williams separate herself from the rest of the celeb-beauty-brand pack? Rihanna’s Fenty Beauty caused a huge initial splash with its focus on inclusivity via 40 shades of foundation, overshadowing the likes of Kylie Jenner (a true Fenty 220) and her older sister Kim Kardashian (a 260 striving to be a 390).

Will Williams—as Fashionista speculates—focus on athleisure beauty for active women? One of the products she trademarked under Aneres was an eyeliner—the only makeup Williams wears on the court because, she says, it’s the only thing that won’t run.


Whatever Williams has up her sleeve, given her championship track record, we’re willing to bet on Aneres.

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About the author

Anne Branigin

Staff writer, The Root. Sometimes I blog slow, sometimes I blog quick. Do you have this in coconut?