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Serena Williams sets stage for beauty-brand debut

The all-time great is looking to make her presence felt in a new

ByJonathan Scott

Published Mar 25, 2018

Step aside, Kardashian/Jenner coterie. There's a new beauty-brand powerhouse coming for your audience.

Serena Williams has forward-thinking ideas about her name spelled backward. The GOAT of women's tennis has filed paperwork to trademark the word "Aneres," setting the stage for the creation and rollout of a cosmetics-and-more takeover.

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Williams has struggled early on in her maternity-leave comeback to the WTA Tour. Suffering losses in the third and first rounds in Indian Wells and Miami, she has fallen to peers who are no slouches— namely, sister Venus Williams and BNP Paribas Open champion Naomi Osaka, respectively.

Still, Williams boasts endorsements aplenty, and akin to her efforts in the fashion realm with the Serena Signature Statement style brand, seeks to build up her personal brand worldwide with a foray into the giving-good-face space.

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Follow Jon on Twitter: @jonscott9.