Pune, Maharashtra-headquartered Good Glamm Group, a content-to-commerce unicorn, is expanding into the U.S. market through a joint venture with tennis legend Serena Williams‘ cosmetics brand Wyn Beauty. This move comes as the startup prepares for an initial public offering by next year.

Wyn Beauty, a clean beauty brand, launched its digital platform on April 4th and will also be available at major U.S. retailers such as Ulta and select Sephora stores. The brand offers 91 shades across 10 distinct products for face, lip, and eye makeup categories. Initially, the brand will be available exclusively in the U.S. for the first 12 months before expanding to other geographies. Wyn Beauty positions itself as a premium brand, with product prices ranging from $20 to $30.

Serena Williams, the founder and entrepreneur behind Wyn Beauty, expressed her excitement about introducing the brand to the world. She emphasized that beauty has always been about self-expression and stepping into her best self for her. Throughout her tennis career, Williams was constantly searching for makeup that could withstand hours on the court, often mixing products and creating her own formulas while traveling globally.

Darpan Sanghvi, the founder of Good Glamm Group, revealed that the joint venture with Serena Williams has been in the works for the last three years.

Sanghvi said that both parties are closely involved in every aspect of the brand, including brand and product development, go-to-market distribution, supply chain, and other functions. This joint venture represents a “meeting of the minds” on bringing to life the proposition of high-performance, skin-caring, and clean beauty products.