WNBA Pro Lexie Hull Launches Active Lifestyle Beauty Brand, Forta
Indiana Fever guard, Lexie Hull, has officially made her mark in the beauty industry with the introduction of Forta Cosmetics. This performance-driven makeup brand, designed specifically for women leading active lifestyles, is the result of a collaboration with former Stanford roommate and consumer investor, Sarah Guller. After more than two years of development, Forta Cosmetics was launched on April 1, 2026.
Forta, an abbreviation for ‘for the active’, unveiled its flagship product, the Lock & Go Setting Spray ($25). This product promises to secure makeup for up to 16 hours, even in conditions of heat, humidity, and high-intensity movement. The lightweight formula combines film-forming polymers and hydrating ingredients like propanediol and butylene glycol, ensuring makeup stays put without causing stiffness or dryness.
The brand has teamed up with athlete-backed commerce platform, Faves, to distribute products to 30 professional female athletes across a range of sports. This strategy aims to create authentic endorsements from women who use the products during their training and competition. “There are so many brands that are built for stillness, and we’re really excited to build a brand that can keep up with both of our busy lifestyles,” Hull shared with Glossy.
Forta has also pledged to donate 1% of sales proceeds to organizations that work towards expanding sports access for children in under-resourced communities. This initiative is being carried out through the Forta Impact Foundation. The brand’s website currently hints at two additional products that will be launched soon.
Source: Glossy