Serena Williams is subtly promoting her makeup brand at the US Open

Williams also made smart use of her time at the sporting event, 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 on Saturday, has been viewed more than 695,000 times since Monday.

The next day, Williams took a different approach to his promotional efforts.

In addition to wearing Wyn Beauty products, the athletic legend also sported a neon yellow outfit that matched her brand’s tennis-inspired hues.

Her full Gucci ensemble included a $2,100 monogram dress, $1,150 men’s sneakers and a $920 pouch.

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

While in the audience, Williams was filmed trying the famous Honey Deuce cocktail, which generated an estimated $9.9 million in sales at last year’s event.

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