The WNBA star who spends her nights running sprints and diving for loose balls wants to solve a problem she knows intimately: makeup that moves with you. Lexie Hull and co-founder Sarah Guller have launched FORTA Cosmetics, a new beauty brand built on the concept of performance cosmetics, products engineered for women who refuse to choose between looking put together and living fully.
The brand’s debut product, Lock & Go Setting Spray, promises to hold makeup through workouts, workdays, travel, and nights out without a single touch-up.
Hull knows what it means to put her face through extremes. As a guard for the Indiana Fever, she spends hours in high-intensity environments, sweating, wiping her face, moving constantly. The makeup she wore off the court rarely survived her actual life.
“Every active woman I know has the same struggle,” Hull said in a statement announcing the launch. “You want to feel polished, but you also want to live without constantly checking a mirror or carrying a bag full of products for touch-ups.”
The Lexie Hull beauty brand emerged from that frustration. She teamed up with Guller, a longtime friend and business strategist, to create something that didn’t exist: cosmetics that treat movement as the norm, not the exception.
Lock & Go Setting Spray isn’t just another mist. The formula was developed specifically to create a flexible, breathable barrier that locks makeup in place while allowing skin to function naturally. Early testers included athletes, frequent travelers, and women with demanding schedules, all of whom reported the spray held up through eight-plus hours of activity.
The brand positions itself at the intersection of beauty and utility. FORTA, a name derived from “forte,” meaning strength, signals the brand’s core promise: strength that doesn’t compromise.
Hull’s entry into the beauty space signals a larger trend of athletes expanding beyond sport into lifestyle categories where their experience gives them credibility. She joins a growing list of WNBA players building off-court empires, recognizing that their audience values authenticity over celebrity endorsements.
The launch comes at a moment when the WNBA is experiencing unprecedented visibility. Hull, a 2021 first-round draft pick out of Stanford, has built a dedicated following not just for her play but for her accessible, relatable presence.
FORTA Cosmetics launches with a single hero product, a deliberate choice. The founders say they wanted to perfect one thing before expanding. Future releases are planned, all under the same performance cosmetics umbrella.
For now, Lock & Go Setting Spray is available direct-to-consumer. The brand has no immediate retail partnerships, opting instead to build community first.
“We’re not trying to be everything to everyone,” Guller said. “We’re trying to be exactly what active women need.”
