WNBA’s Lexie Hull Takes A Shot At The Beauty Business

ZUMAPRESS. com / MEGA WNBA standout Lexie Hull is taking her talents beyond the court and into the beauty space. The pro athlete has officially stepped into entrepreneurship with the launch of FORTA Cosmetics, a performance-driven brand designed with athletes in mind.

But this isn’t just another celebrity beauty line. Lexie Hull’s brand is entering the market with a unique strategy, one that leans heavily on real athletes, real use, and real results. Lexie Hull Co-Launches Performance Beauty Brand FORTA Erica Denhoff/Cal Sport Media/ Newscom/MEGA Hull teamed up with her former Stanford roommate, Sarah Guller, to bring FORTA Cosmetics to life.

The brand is centered around high-performance beauty products built to withstand intense activity, something Hull knows all too well from her career in professional basketball. At launch, the brand is introducing its hero product, the Lock & Go Setting Spray , designed to keep makeup in place through workouts, competition, and everyday movement. Rather than relying on traditional beauty marketing, FORTA is positioning itself as a brand made for performance first and aesthetics second.

Athlete Network ‘Faves’ Powers Strategic Launch Erica Denhoff/Cal Sport Media/Newscom/MEGA FORTA’s debut is backed by Faves, an athlete-driven commerce platform that connects brands directly with athletes who genuinely use their products. Through the partnership, FORTA is placing its setting spray in the hands of 30 professional female athletes across a range of sports, including runners, boxers, and pickleball players. The goal is simple: let the product speak for itself through real-world testing.