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After stepping away from tennis, former world No. 1 Ana Ivanovic launched a line of organic and sustainable skincare products designed to deliver high performance at accessible prices. Three years later, Ana Ivanovic Natural Performance has announced that it is shutting down.
The former Roland Garros champion officially unveiled her skincare brand in September 2022 at an event in Berlin, Germany. The collection featured six products suitable for both women and men: a daily moisturizer, eye cream, radiance serum, moisturizing serum, pore-refining serum, and cleansing powder. All were vegan, cruelty-free, and formulated without PEGs, silicones, parabens, or nanomaterials.
Despite positive reviews and reasonable pricing, the brand struggled to gain lasting traction in a competitive beauty market. In an Instagram post, Ana Ivanovic Natural Performance confirmed that it would soon cease operations, thanking customers for their support and encouraging them to stock up on their favorite items while supplies last at ana-natural-performance.com. The online shop is expected to close in November 2025.
