Lexie Hull launches FORTA Cosmetics, expanding beyond basketball
The Indiana Fever guard and her former Stanford roommate Sarah Guller unveil a performance-focused makeup brand after two years of development.
Lexie Hull is a guard for the Indiana Fever. She was the sixth overall pick in 2022 and is a restricted free agent ahead of WNBA free agency next month.
But away from the basketball court, she’s a businesswoman.
Not just through endorsement deals — and she has plenty of those.
For more than two years, Hull has been working toward this moment. Tuesday (March 31) is launch day for Hull and her former Stanford University roommate, Sarah Guller.
Together, they co-founded FORTA Cosmetics.
FORTA is (FOR)(T)HE(A)CTIVE
“It’s a makeup brand built for the active consumer,” Hull told Fieldhouse Files. “So built for people like me who play (sports), built for people like her who are business woman. It’s been really fun to have something that I’m really passionate outside of the court.”
Hull, a native of Spokane, Washington, maintained a 4.0 GPA throughout high school. At Stanford — where she won an NCAA national championship in 2021 — she majored in management science and engineering.
Now, she’s putting that hard-earned degree to use.
“Exactly,” she said with a grin. “I’ve got to use it somehow.”
Guller, who graduated with a degree in economics, is a consumer investor at The Chernin Group.
With their superpowers combined — after more than two years of building — Tuesday is their launch day.
“It’s a long process,” Hull said. “Building a company from the ground is a lot harder and a lot longer of a process than I expected, but really excited and hopefully we can create products for everyone, and products that work and products that I’m really proud of promoting.”
A year ago, they were still in the early stages of product formulation. They chose to launch with an essential product: a Lock & Go Setting Spray, designed to lock in makeup already applied.
The product is 2.7 fl. oz. and retails for $26, with a promise of up to 16-hour wear.
From the brand description: “At the heart of our brand is a belief that confidence should carry you from morning to night. We want you to feel empowered, fresh, and unstoppable no matter what your schedule holds.”
Visitors to the website are greeted with a clear message: “You don’t have to sit still to look pretty.” That reflects the co-founders’ focus on an emerging category — performance cosmetics.
The homepage also teases two additional products. A mailing list sign-up appears just below, building intrigue while growing a direct customer base. (Subscribers receive a promo code.)
“Whether you’re heading to a workout, the office, a concert, or just living your everyday life — we’ve got you.”
Additionally, FORTA has pledged to donate 1% of all proceeds to organizations that help children in underprivileged communities gain access to sports.
It’s been a busy — and memorable — year and a half for Hull.
She got engaged to Will Matthiessen, a former Stanford baseball player, bought a home in Indianapolis, won the inaugural Unrivaled championship in 2025, and helped the Fever reach Game 5 of the playoff semifinals.
Now, she’s adding something else to that list.
A business — one she and Guller have built from the ground up.
They’re just getting started.