WNBA Star Lexie Hull Launches Forta Cosmetics

WNBA player Lexie Hull is stepping into beauty with the launch of Forta Cosmetics, a new performance-focused brand designed for routines that move between workouts, long days, and packed schedules.

Short for (FOR)(T)HE(A)CTIVE, Forta was co-founded with former consumer investor Sarah Guller when the pair identified the same gap in their routines: makeup that couldn’t keep up with real life.

Hull had spent years moving between high school gyms, NCAA arenas, and the WNBA, watching traditional long-wear formulas struggle under pressure. Guller was navigating travel-heavy schedules and back-to-back meetings while working with brands like Vuori, Brooklinen, and Dr. Squatch at Summit Partners and The Chernin Group and encountering the same issue from the other side. Two very different routines, one shared gap in their makeup bags.

The result is a brand built around what the founders describe as ‘makeup for movement’.

“Forta isn’t just a new brand. We’re creating a new category: performance cosmetics,” says Guller. “Forta was born out of a real need for long-lasting makeup — Lexie experienced it as a WNBA pro, and I experienced it rushing from boardroom to boardroom. We’re excited to bring this brand to millions of women who work and play hard: the career woman, working moms, Pilates princesses, and anyone who refuses to slow down.”

The brand launches with its first product, the athlete-tested Lock & Go Setting Spray (£25), a lightweight mist designed to hold makeup in place for up to 16 hours through heat, humidity, and long days that don’t stop at 5pm. A film-forming polymer helps lock everything in without stiffness, while hydrating ingredients like propanediol and butylene glycol help maintain moisture, so skin stays comfortable rather than tight or dry.

The brand’s focus extends beyond performance, too. Through the Forta Impact Foundation, 1% of sales proceeds will go towards organisations expanding access to sport for children in under-resourced communities.

Forta Cosmetics is available now exclusively to US customers at fortacosmetics.com, with additional products expected to follow.