Serena Williams attends the 2024 US Open while wearing Wyn Beauty.    Gotham/Getty Images

• Serena Williams returned to the US Open and subtly promoted her cosmetics brand, Wyn Beauty, there.
• The tennis legend wore $192 worth of products over two days and invited influencers to join her.

Serena Williams returned to the US Open for the first time since retiring in September 2022.

But this time, she was there on business.

During days six and seven of the tennis tournament, Williams sat in the audience while wearing $192 worth of makeup from her cosmetics brand Wyn Beauty.

According to a press release from the company, the nine products she used included the brand’s $29 skin tint, $25 concealer, and $20 lipsticks, among others.

Serena Williams arrives at the US Open while wearing Wyn Beauty.      Jean Catuffe/Getty Images

Williams also smartly utilized her time at the sporting event by inviting influencers to stop by her suite and promote the brand on social media.

An Instagram reel from creator Hailey Sani, for example, shows her and Williams applying Wyn Beauty lip products while recreating a popular TikTok meme.

The video, which was posted online Saturday, has been viewed more than 695,000 times as of Monday.

The following day, Williams took a different approach to her promotional efforts.

In addition to wearing Wyn Beauty products, the athletic legend also wore a neon-yellow outfit that matched the tennis-inspired shades of her brand.

 

Serena Williams wears a Gucci ensemble and Wyn Beauty makeup at the US Open.      Gotham/Getty Images

Of course, you can’t go to one of the year’s biggest sporting events without having a little fun.

While in the audience, Williams filmed herself trying the famous Honey Deuce cocktail that generated around $9.9 million in sales at last year’s event.

It’s unclear if Williams’ makeup brand will end 2024 with similar earnings, but one thing is for sure: she sure knows her audience.