In the Celebrity edition of What's in My Cart, stars reveal the everyday products they're shopping — complemented by expert insights from our editors and analysts when it's something we love too.
Serena Williams has been busy. The 23 time Grand Slam Champion may no longer be beholden to tennis practice in anticipation of her next match, but the mother of two and founder of WYN BEAUTY is far from idle these days. In other words, she’s always on the move, which is one of the inspirations behind her brand.
"As a professional athlete, I often wore makeup for events, shoots or interviews, but I also needed to feel comfortable while moving, sweating, and performing at my best," Serena tells Good Housekeeping via email. "I wanted to create a line of products that didn’t sacrifice function or clean ingredients for beauty. WYN BEAUTY stays in place, looks flawless, and lets you move with confidence knowing all the formulas are clean and good for your skin."
In celebration of the one year anniversary of WYN Beauty in April, Serena hosted a pop-up event in Los Angeles, California in partnership with Spotify – the platform she credits with helping navigate the challenges of scaling her company. “The ability to customize our store and track inventory easily made a huge difference. It’s empowering to know that we have a system in place that supports our growth while still keeping our customers’ experience front and center,” she said.
We asked Serena to share some of her favorite beauty and skincare products, including the essential she swears by when she's on the go.
"A boost of lightweight, smoothing moisture in the morning is a must." Serena reveals. "I wash my face then apply our No Words Needed lip serum," adding that it's her morning routine go-to.
Browse GH Expert Picks: Best Lip Oils to Boost Shine and Softness
Properly nourished and moisturized skin is a priority for Serena. That's why she keeps a shea butter moisturizing stick as part of her skincare arsenal.
Our pros in the Beauty Lab praise shea butter as a great occlusive (a.k.a. a protective moisturizing agent) and have noted the ingredient is "loaded with antioxidants and fatty acids to protect and hydrate skin."
Advertisement - Continue Reading Below
Serena's Self-Care Essential
Burt's Bees Hydrating Overnight Mask
Serena's key to unwinding and maintaining self-care after a long day? "Masks!" she says.
While this isn't the exact face mask that the superstar uses, it was rated the best value overnight mask by the Good Housekeeping Institute Beauty Lab.
"This mask soaks in nicely and helps smooth out crepey skin texture," says GH Beauty Director April Franzino. She also loves that it's made with hydrating ingredients including plant oils and butters.
Serena's Go-to Color Corrector
L.A. Girl Pro Conceal HD Concealer
When she's not wearing WYN beauty, the tennis star swears by this drugstore brand concealer for color correcting.
Browse GH Expert Picks: Best Color Correctors to Help With Discoloration
Advertisement - Continue Reading Below
What Serena Never Leaves Home Without
WYN BEAUTY Acceptance Speech Shimmering Hydrating Lip Gloss
For Serena, narrowing it down to one product that she never leaves the house without is very "hard to choose!" But luckily for us, she landed on this hydrating lip gloss — and it's also a favorite of the GH Beauty Lab!
Named as an exceptional cosmetic in our 2025 Beauty Awards, the gloss maintained a perfect score in tests for easy and smooth application, even color and not bleeding or drying out or irritating lips.
Other than WYN Beauty, of course, another brand Serena stands behind is Juvia's Place. She loves the brand's bronzer for adding warmth and and radiance to her complexion.
Juvia's Place Blushed Liquid Blush made the GH Institute's Beauty Awards 2024 list, which noted its strong color payoff and "skin-like" finish in Lab tests.
Advertisement - Continue Reading Below
More From Our Celebrity Shopping Series 🛒
Cameron Jenkins
Staff Writer
Cameron (she/her) is a staff writer for Good Housekeeping, where she covers everything from holidays to food. She is a graduate of Syracuse University, where she received a B.A. in magazine journalism. In her spare-time she can be found scrolling TikTok for the latest cleaning hacks and restaurant openings, binge-watching seasons of Project Runway or online shopping.
