Indiana Fever star Lexie Hull is the latest athlete to launch a career outside the court. She is bringing a new meaning to game-day glam, co-founding a beauty brand with a unique twist alongside her Stanford roommate, Sarah Guller.

Hull's new brand, Forta, launched its first product last month, called the Lock & Go Setting Spray, at $25. It is a setting spray specifically made for athletes, aimed at "surviving long workouts, long days, and everything in between."

The product aligns with the brand's motto, "for the active." Hull built it around the age-old problem for athletes: generic makeup that doesn't endure through training, or the appearances in between.

Hull and Guller have been working on the brand for over two and a half years, wanting to develop a product that brings a unique flair to the already overrun beauty market, with a special focus on athletes.

“I was seeing hundreds of brands … [but] there was nothing really built around the ideas of lasting and just working,” she said, referencing the brand’s high-performance proposition.

The differentiation occurred through the use of polymers designed to combat sweat, Guller mentioned.

After launching the product, the duo has spread the word on their social media handles. Hull took to TikTok to announce that the brand will offer PR packages to 100 people with the best comments.

While the co-founders have mentioned they do not want their brand to be solely for athletes, that thought did not change their plans to lean into Hull’s network of athletes. “We’re seeding to athletes who wear makeup, having them use it in their routines and post it on their stories,” she said.

And sure enough, the first player on her call list was none other than Caitlin Clark.

Lexie Hull Shares that Caitlin Clark has Committed to Using Forta Makeup

Hull was a restricted free agent during the free agency period and, unsurprisingly, renewed her contract with the Fever on a multi-year deal that lets her continue her allegiance with the cornerstone of the franchise, Caitlin Clark.

Hull and Clark have shared a close bond ever since the latter's rookie year, with great chemistry on the back of the court. This naturally led to questions about whether Clark has approved of using the product. When asked the same by Overtime WBB, Hull excitedly revealed that the Fever Point Guard has consented to using Forta products.

“She's already said yes,” Hull said. “She already agreed to letting me do her makeup. It might not be for a game or for practice. I will be using Forta on her at some point.”

Clark also commented, “So proud of you,” on Hull's announcement post of her brand on Instagram.

The two-time All-Star's readiness to help Hull with her activities off the court highlights the deep bond the duo has created during their time together in the Fever.

Apart from expanding her portfolio with Forta, Hull has also joined the ownership group of LOVB San Francisco from League One Volleyball, a new team set to launch in 2027.

She has also established partnerships with brands across different industries, such as Athleta, Aflac, Aldo, and Portland Gear.

Will Lexie Hull's product take the WNBA market by storm? Let us know in the comments!

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Written by

Joy Bassy

Edited by

Surjo Roy