Indiana Fever's Lexie Hull Sells Out First FORTA Cosmetics

Indiana Fever guard Lexie Hull has sold out the first product from her performance cosmetics company, FORTA Cosmetics. The brand's Lock & Go Setting Spray sold out this week, five months after its launch, according to a report from Sporting News.

Hull co-founded FORTA with her former Stanford roommate, Sarah Guller. She told reporters that while being an athlete provides a platform, being a founder is "a much cooler part of the process." Hull emphasized she wanted to build the brand from the ground up, not only endorse it.

The idea was born from a shared frustration with beauty products that failed during active days. They aimed to create sweat-resistant, movement-proof makeup that could withstand workouts and long days without needing touch-ups. "FORTA is a performance cosmetics brand made for people who are on the move, who are active," Hull said.

Product Development and Testing

Bringing the line to market took a careful two-year development process. Hull estimates they went through more than 20 different formulations before finalizing the product. Prototypes were tested under extreme conditions, including during Hull's professional basketball practices and games, hot yoga, solidcore sessions, and even a wedding.

To ensure real-world durability, Hull enlisted an inner circle of current Fever teammates, former Stanford peers, and friends as testers. An early prototype seemed ready after Guller tested it during a gym workout, but Hull pushed for more refinement after putting it through the rigors of an elite basketball training session.

The FORTA Lineup and Sold-Out Launch

The FORTA Cosmetics lineup is built around three core products. Following its debut five months ago, the brand's flagship setting spray has now sold out.

Hull and Guller announced the sell-out, stating they are "working hard to get Lock & Go back in stock ASAP." They expressed gratitude to customers who supported the launch.

Brand Promotion and Expansion

Hull is actively promoting the brand beyond online sales. She recently announced a partnership with the fitness franchise Orangetheory. On September 16, she will host signature "Set. Sweat. Glow." workout sessions at the Orangetheory studio in downtown Indianapolis.

In an Instagram post, Hull invited participants to "put FORTA to the ultimate Orange 60 sweat test" during classes at 4:15, 5:30, and 6:45 PM. Spots for the event are limited.

Her entrepreneurial commitments now extend far beyond basketball. Earlier this month, she traveled to New York for a high-profile Amazon Fashion event. Hull hopes that one day consumers will trust her products on their own merit, not solely because a WNBA player backs them.