Serena Williams returned to the US Open for the first time since retiring in September 2022.

But this time, she was there on business.

During days six and seven of the tennis tournament, Williams sat in the audience while wearing $192 worth of makeup from her cosmetics brand Wyn Beauty.

According to a press release from the company, the nine products she used included the brand’s $29 skin tint, $25 concealer, and $20 lipsticks, among others.

Williams additionally intelligently used her time at the game by welcoming forces to be reckoned with to come by her suite and advance the brand via virtual entertainment.

An Instagram falter from maker Hailey Sani, for instance, shows her and Williams applying Wyn Magnificence lip items while reproducing a well known TikTok image.

The video, which was posted web-based Saturday, has been seen in excess of multiple times as of Monday.

The following day, Williams took a different approach to her promotional efforts.

In addition to wearing Wyn Beauty products, the athletic legend also wore a neon-yellow outfit that matched the tennis-inspired shades of her brand.

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

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

While in the audience, Williams filmed herself trying the famous Honey Deuce cocktail that generated around $9.9 million in sales at last year’s event.

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