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Published
Dec 9, 2022
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Serena Williams debuts wellness brand

Published
Dec 9, 2022

Serena Williams announced on Thursday she has teamed up with two consumer personal goods (CPG) veterans to launch Will Perform, a line of clean, cruelty-free topical pain relief and daily muscle care solutions for recovery.

Serena Williams - Courtesy


Co-founded by ​Hank Mercier, a CPG executive and Will Perform's CEO, and Eric Ryan, the entrepreneur behind eco-friendly household brand Method, nutrition brand Olly and First Aid brand Welly, the tennis star's Will Perform is a compact line of treatments including the Will Relieve Pain Relief Roll-On and Spray; Will Cool Cooling Pain Relief Roll-On; Will Soothe Daily Muscle Soothing Lotion; and Will Rest Nightly Muscle Recovery Lotion.

Each item is priced at an accessible $12.99, with the soothing lotion priced at $15.99.

In conceptualizing and developing Will Perform, Williams credits her recovery practice as crucial to her performance over the years, with her daily recovery rituals helping her enjoy prolonged and sustained professional success.

For the line, she drew on the experience of her nearly three-decade-long athletic career to add something to the category that she believes was "underrepresented."

​"Recovery has played an integral role in my performance and professional success. It's a practice that can benefit anyone with an active lifestyle. That belief is what inspired us to develop a line of products that targets your muscles and can be incorporated into your daily self-care routine," said Williams.

From here, Williams and the team considered a long list of factors including formula efficacy, ingredients, design, application, and scent to create a line of products that could be enjoyed as part of an everyday routine for consumers.

​"I love transforming the mundane into a new experience that consumers will be excited to incorporate into their daily lives," said Ryan. "You can't expect people to adopt a ritual if it's not enjoyable, and that's where Will Perform feels truly disruptive. These are beautifully designed and thoughtfully formulated self-care products that consumers will look forward to using."

Will Perform launches via its own website on December 8 and at Target stores and on Target.com beginning December 18.

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