{"id":40732,"date":"2026-04-03T06:46:48","date_gmt":"2026-04-03T06:46:48","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=40732"},"modified":"2026-04-03T06:52:08","modified_gmt":"2026-04-03T06:52:08","slug":"lexie-hull-launches-beauty-brand-forta","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/lexie-hull-launches-beauty-brand-forta\/","title":{"rendered":"Lexie Hull Launches Beauty Brand Forta"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Celebrity Name: <\/strong><a href=\"https:\/\/bookingagentinfo.com\/celebrity\/lexie-hull\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lexie Hull<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Brand Name:<\/strong> <a href=\"https:\/\/bookingagentinfo.com\/brands\/forta\/\" target=\"_blank\" rel=\"noreferrer noopener\">Forta Cosmetics<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Deal Type: <\/strong>Co-Founder \/ Brand Launch<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Announced: <\/strong>March 31, 2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Impact: <\/strong>Positions Hull as a leading voice in athlete-led beauty, expands her commercial footprint beyond endorsements, and introduces a new performance-makeup category aimed at sports and fitness lifestyles<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lexie Hull co-founded Forta, one of the first athlete-led performance makeup brands, debuting with the $25 Lock &amp; Go Setting Spray, a formula two and a half years in the making.<\/li>\n\n\n\n<li>The brand targets a real, unmet problem: makeup that vanishes during athletic warm-ups, using sweat-specific polymers not found in standard long-wear cosmetics.<\/li>\n\n\n\n<li>Hull is seeding the product to essentially the entire WNBA, plus gymnasts, soccer players, and volleyball players, using athlete-to-athlete word of mouth as the primary launch engine.<\/li>\n\n\n\n<li>Long-term ambitions include a Sephora retail partnership, with Hull already connected to the retailer through her involvement in the Unrivaled basketball league, which Sephora sponsors.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Lexie Hull, guard for the Indiana Fever, has stepped off the court and into the beauty aisle, launching Forta, a performance-driven makeup brand built for athletes who refuse to choose between looking great and sweating hard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Co-founded with investor Sarah Guller, Forta debuts with the $25 Lock &amp; Go Setting Spray, developed over two and a half years using polymers engineered to fight sweat, not just water.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@lexiehulll\/video\/7623538865713745165\" data-video-id=\"7623538865713745165\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@lexiehulll\" href=\"https:\/\/www.tiktok.com\/@lexiehulll?refer=embed\">@lexiehulll<\/a> <p>sweat tested by yours truly! @FORTA IS LIVE \ud83d\uded2<\/p> <a target=\"_blank\" title=\"\u266c original sound - lexiehull\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7623538894369295117?refer=embed\">\u266c original sound &#8211; lexiehull<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hull, who previously partnered with <a href=\"https:\/\/bookingagentinfo.com\/brands\/glossier\/\" target=\"_blank\" rel=\"noreferrer noopener\">Glossier<\/a> and competed in the Unrivaled basketball league, says the product solves a problem she lived firsthand: a full face of makeup gone before tip-off. It&#8217;s a relatable frustration, and she&#8217;s not alone. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just as <a href=\"https:\/\/bookingagentinfo.com\/news\/flaujae-johnson-partners-with-e-l-f-cosmetics-on-show-yourse-l-f-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">FlaUjae Johnson partnered with e.l.f. Cosmetics<\/a> to bridge the gap between beauty and women&#8217;s basketball, Hull is going a step further by owning the brand entirely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The launch strategy leans heavily on athlete credibility. Hull plans to seed Forta to nearly every WNBA player, gymnasts, soccer players, and volleyball players through athlete-platform Faves. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And like her <a href=\"https:\/\/bookingagentinfo.com\/news\/lexie-hull-partners-with-kfc-for-new-promotional-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">recent KFC promotional partnership<\/a>, Hull is proving she&#8217;s as comfortable building a brand off the court as she is locking down opponents on it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand, currently DTC, has its sights set on Sephora&#8217;s Accelerate program, with more color cosmetics, including eye and lip products, already teased on the Forta website.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lexie Hull isn&#8217;t just putting her name on a product, she&#8217;s building a category. Performance beauty has never had its Gatorade moment, and Forta is betting it can be exactly that. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brand&#8217;s logic is tight: athletes wear makeup, makeup fails athletes, so build makeup that doesn&#8217;t. Simple, specific, and deeply personal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What makes this move particularly smart is Hull&#8217;s existing positioning. With partnerships at Glossier and Sephora and a profile built through Unrivaled, she already has beauty industry credibility before the brand even ships its first bottle. That&#8217;s not luck, that&#8217;s a calculated runway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The real test? Whether Forta can break out of the athlete niche and reach the everyday active woman who hits a spin class before work and wants her contour to survive it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Can Forta do for performance makeup what Lululemon did for activewear and turn a niche athlete product into a mainstream wardrobe staple? As WNBA players increasingly cross into beauty founder territory, does this signal a permanent shift in how women athletes monetize their platforms?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Celebrity Name: Lexie Hull Brand Name: Forta Cosmetics Deal Type: Co-Founder \/ Brand Launch Announced: March 31, 2026 Impact: Positions Hull as a leading voice in athlete-led beauty, expands her commercial footprint beyond endorsements, and introduces a new performance-makeup category aimed at sports and fitness lifestyles Lexie Hull, guard for the Indiana Fever, has stepped [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27,25,35,15],"tags":[45],"class_list":["post-40732","post","type-post","status-publish","format-standard","hentry","category-basketball","category-beauty","category-business-ventures","category-sports","tag-wnba"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lexie Hull Launches Beauty Brand Forta<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/lexie-hull-launches-beauty-brand-forta\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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endorsements, and introduces a new performance-makeup category aimed at sports and fitness lifestyles Lexie Hull, guard for the Indiana Fever, has stepped [&hellip;]","og_url":"https:\/\/bookingagentinfo.com\/news\/lexie-hull-launches-beauty-brand-forta\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-04-03T06:46:48+00:00","article_modified_time":"2026-04-03T06:52:08+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/lexie-hull-launches-beauty-brand-forta\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/lexie-hull-launches-beauty-brand-forta\/"},"author":{"name":"Timeyin 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