WNBA standout Lexie Hull is taking her talents beyond the court and into the beauty space. The pro athlete has officially stepped into entrepreneurship with the launch of FORTA Cosmetics, a performance-driven brand designed with athletes in mind. But this isn’t just another celebrity beauty line. Lexie Hull’s brand is entering the market with a unique strategy, one that leans heavily on real athletes, real use, and real results.

Lexie Hull Co-Launches Performance Beauty Brand FORTA

Hull teamed up with her former Stanford roommate, Sarah Guller, to bring FORTA Cosmetics to life. The brand is centered around high-performance beauty products built to withstand intense activity, something Hull knows all too well from her career in professional basketball.

At launch, the brand is introducing its hero product, the Lock & Go Setting Spray, designed to keep makeup in place through workouts, competition, and everyday movement. Rather than relying on traditional beauty marketing, FORTA is positioning itself as a brand made for performance first and aesthetics second.

Athlete Network ‘Faves’ Powers Strategic Launch

FORTA’s debut is backed by Faves, an athlete-driven commerce platform that connects brands directly with athletes who genuinely use their products. Through the partnership, FORTA is placing its setting spray in the hands of 30 professional female athletes across a range of sports, including runners, boxers, and pickleball players. The goal is simple: let the product speak for itself through real-world testing.

The strategy taps into a growing consumer trend, trust in athlete-backed recommendations. According to a July 2025 study from Campaign Red, more than half of global consumers view athlete endorsements as credible.

Faves was created to capitalize on that shift, giving brands direct access to athletes who can trial products and share genuine feedback with their audiences. “FORTA is exactly the kind of brand Faves was built for,” Luke Katz, Co-Founder of Faves, said. “It’s athlete-founded, made for real performance, and reaching its first customers through athletes who are actually using it.”

Katz added, “When an athlete recommends something, their audience listens, because their performance depends on what they use. That’s more than influence. That’s proof. Lexie knows that better than anyone, and it’s exactly why she built the product.”

FORTA Changes How Brands Reach Consumers

FORTA’s launch highlights a larger shift in how brands are reaching consumers. Instead of relying on paid ads or influencer deals, companies are now leaning into athlete-backed ecosystems where credibility comes from actual usage.

Faves positions itself as a solution to a gap in the market, offering brands a way to scale partnerships while giving athletes more control over their influence and earning potential. The platform’s model reflects a growing demand for transparency, where audiences want to know that endorsements are rooted in real experience, not just sponsorship deals.

FORTA Opens Door For Athlete Beauty Boom

As the first beauty brand to launch through Faves, FORTA is already setting a precedent for what athlete-founded brands can look like in this evolving space.

The combination of athlete ownership, product performance, and authentic distribution could signal a new lane for both beauty and sports marketing moving forward.

With its Lock & Go Setting Spray now officially available, FORTA is stepping into the spotlight, not just as a beauty brand, but as part of a larger shift in how products are created, marketed, and trusted.

Lexie Hull Celebrates Breakout Year With Cabo Getaway

Lexie Hull is coming off a milestone year, both on and off the court. The Indiana Fever guard got engaged in April 2025 before going on to deliver the strongest season of her WNBA career. Hull posted career-best numbers across the board, averaging 7.2 points, 4.3 rebounds, 1.8 assists, and 1.2 steals, solidifying her role as a key contributor for the Fever.

After a whirlwind year, Hull finally carved out some downtime. Earlier this week, she gave fans a glimpse into her “quick reset,” sharing snaps from a relaxing trip to Cabo San Lucas alongside her fiancé, Will Matthiessen.

The vacation photos quickly caught attention, not just from fans, but from her WNBA inner circle as well. Fellow Fever star Caitlin Clark didn’t hold back in the comments, simply writing, “Hot.”

Clark and Hull have formed a strong bond since Clark joined the Fever as the No. 1 overall pick in the 2024 WNBA Draft.

The WNBA’s Lexie Hull Takes A Shot At The Beauty Business first appeared on The Blast