Serena Williams Will Launch Her First Wellness Brand With Everyday Athletes In Mind.

by - 11:32:00

Serena Williams is launching a wellness brand focused on recovery.
Called Will Perform, the wellness label features topical products including Will Relieve, Will Cool, Will Rest, and Will Soothe to impart pain relief and provide muscle support, according to WWD.
Will Perform's launch follows Williams' move into fashion and jewelry with S by Serena Williams Jewelry (pictured)
The announcement follows Williams’ retirement from tennis and pledge to focus on her venture capital firm Serena Ventures.

Specializing in supporting start-ups with underrepresented founders, Serena Ventures provided Fund 1 investment to companies including custom wig brand Parfait and 40+ women’s wellness brand Wile.

It is also an angel investor in razor brand Billie, nutraceuticals brand Olly and Myro, which offers refillable body care.

Will Perform is the latest feather in Williams’ cap alongside the 2018 debut of her S by Serena clothing brand and Serena Williams Jewelry, which launched in 2019.

"I'm super excited to be launching Will," Williams says in an Instagram post. "As you know, recovery is such an important part of sport, and really, the main part...Being a top athlete, you have to recover the best in order to be the best. So, I'm really excited about this recovery collection that I curated. It's been in the works for a really, really, really long time because I wanted to make sure it was perfect. If you know anything about me, I love being perfect. Sorry, that's just a fault of mine."

The 23-time Grand Slam winner has long had an eye on the cosmetics and personal care space; in 2018, she filed a trademark for a beauty brand called Aneres – her name spelled backward.

The trademark covered cosmetic preparations for skincare, make-up, make-up remover, cologne and perfume, body lotion, skin lotion, bath soap and body wash, make-up kits, shampoo, dry shampoo, hair rinse, and hair spray and gels.

Will Perform is available to shop now at, with select retailers to follow.

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