Lexie Hull announced that her makeup brand will launch products soon, as the Indiana Fever guard signaled the next step for Forta Cosmetics on social media this week.
Hull co-founded Forta Cosmetics in early 2025 with former beauty investor Sarah Guller. The brand creates makeup designed specifically for athletes, built to resist sweat and stay intact during intense physical activity.
@fortacosmetics FORTA: (FOR)(T)HE(A)CTIVE #cosmetics #stanford #makeup #workout ♬ stargirl – ADTurnUp
Currently competing in Unrivaled’s second season, Hull posted to her Instagram stories with the caption “otw” while tagging the Forta Cosmetics account. The announcement confirms products will soon become available, as Hull continues to build her off-court business profile throughout the WNBA offseason.
The Fever drafted Hull sixth overall in the 2022 WNBA Draft. She enters the 2026 offseason as a free agent after playing a crucial role in Indiana’s WNBA semifinals fun last season.
She appeared in every game during the 2025 season, providing stability as the Fever dealt with season-ending injuries to key stars like Caitlin Clark and Sophie Cunningham while averaging 7.2 points, 4.3 rebounds, and 1.8 assists.
The Stanford product now balances promoting her cosmetics brand while leading Rose BC’s Unrivaled title defense. The offseason 3×3 league tips off its second-ever postseason this weekend, with 2025 champion Rose entering as the No. 5 seed.
Forta Cosmetics positions itself as makeup that performs as hard as its users, as Hull and Guller designed the brand with athletes and other active consumers in mind.
