Less than a week after playing her first match since giving birth to her daughter Alexis last September — and just a day after a searing win against the Netherlands’ Kiki Bertens at the BNP Paribas Open — Serena Williams is creating buzz for something entirely unrelated to her post-pregnancy tennis badassery: TMZ reports that the legendary athlete is planning to launch a cosmetics brand.
According to the report, Williams has filed legal documents to trademark the name Aneres (yep, that’s Serena backwards) to use for a makeup, hair, and skincare company. Aneres was previously trademarked by Williams for use on clothing, but this marks the first time the tennis champ has made moves toward creating a beauty brand. Although few details have emerged so far, the official record with the United States Patent and Trademark Office shows the brand could encompass a huge range of product types: “Cosmetic preparations for skin care; cosmetics and make-up; make-up removing preparations; colognes and perfumes; body lotion; skin lotions; bath soaps and body wash; make-up kits comprised of lipstick, lip gloss, eye shadow, powder, foundation, remover, eyeliner, and mascara; hair shampoo; dry shampoos; hair rinses; hair sprays and hair gels.”
But that’s not all — we may also see cosmetics bags, makeup brushes and sponges, hair accessories, and even “decorative backpack charms” (which, last we checked, aren’t beauty products but we’re not mad about it).
If Williams’s favorite beauty products are any indication of the direction in which she may go with Aneres, we may see sweat-proof eye products like Milani Stay Put Waterproof Eyeliner and CoverGirl LashBlast Volume Waterproof Mascara, both of which Vogue has reported she loves. Her makeup artist, Natasha Gross, has also told NewBeauty that she loves using Nars foundation and concealer on Williams, as well as ColourPop’s matte lipsticks.
“It’s been hard,” Williams told BBC Sport last week about returning to the court as a new mom, not even addressing the additional challenge of launching a beauty company. “But I keep going and I know that I might not be at my best yet but I’m getting there. As long as I’m moving forward, even if it’s at a turtle’s pace, I’m OK with that.” Knowing Williams, however, she’ll likely be going full-speed-ahead on both her tennis career and Aneres, which works for us since we can’t wait to see what she comes up with.
More on the superhuman that is Serena Williams:
Olympic fencer Ibtihaj Muhammad reveals her favorite liquid liner ever: