Indiana Fever guard Lexie Hull launches performance beauty brand

Indiana Fever guard Lexie Hull has co-founded a performance cosmetics company, FORTA Cosmetics, aimed at athletes and individuals with active lifestyles. Working alongside her former Stanford roommate Sarah Guller, Hull transitioned from traditional brand endorsements to a hands-on ownership role. She contributed to the development of the company’s first product, the Lock & Go Setting Spray, by testing more than 20 iterations to ensure it withstands the physical demands of professional basketball workouts. The company, whose name stands for "for the active," intends to serve consumers who require durable makeup for high-activity days. Hull remains focused on her basketball career while balancing her duties as a business founder, relying on Guller to manage the company's financial and operational strategies.

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