Lexie Hull launches performance cosmetics brand FORTA

WNBA player Lexie Hull, currently playing for the Indiana Fever, has co-founded a performance cosmetics brand named FORTA alongside her former Stanford University roommate, Sarah Guller.

Inspired by the challenges of maintaining makeup during professional basketball games, Hull developed the brand to provide long-wear products that withstand intense physical activity. The brand's formulas were tested under real-world athletic conditions rather than standard laboratory settings. The development process involved 18 different formula iterations over approximately two and a half years.

Hull’s background in basketball is deeply rooted in her family. Her father, Jason Hull, was a collegiate basketball player at Whitworth University, and her mother, Jaime Hull, has been a consistent supporter of both Lexie and her identical twin sister, Lacie, throughout their athletic careers.