Forta Cosmetics Joins Sephora’s Accelerate Program to Tap Into Active Beauty Market Indiana Fever guard Lexie Hull and former private equity investor Sarah Guller launched Forta Cosmetics in March 2025, addressing a gap in the beauty market for products designed for active lifestyles. Hull, a WNBA player, faced frustration during her athletic career due to makeup that failed to withstand the demands of sports. Her solution came after discussing the issue with Guller, a former Stanford roommate who had experience evaluating consumer brands through her work at Summit Partners and The Chernin Group. The duo decided to create a product that could endure rigorous physical activity, leading to the development of Forta’s debut offering: the sweat-resistant Lock & Go Setting Spray. Within 24 hours of its launch, the product generated over $10,000 in sales, signaling strong initial demand. Forta, a brand rooted in the concept of “for the active,” has now been accepted into Sephora’s Accelerate program, joining other brands targeting similar demographics. The selection highlights Sephora’s growing focus on performance-oriented beauty products tailored for active consumers. The retailer previously carried Lululemon’s beauty line and Sweat Cosmetics, a brand founded by a soccer player that later rebranded as Hustle Beauty before shutting down. Sephora’s Accelerate initiative, which has been revamped to prioritize operational readiness and long-term viability over immediate retail access, offers six months of support in areas such as operations, finance, media training, and strategic planning. For Hull and Guller, the partnership with Sephora represents a strategic step toward retail readiness and broader market expansion.#wnba #lexie_hull #forta_cosmetics #sarah_guller #sephora
Lexie Hull Expands Off-Court Impact with FORTA Cosmetics Launch Lexie Hull, the 26-year-old guard for the Indiana Fever, is making waves both on and off the basketball court as she continues to thrive in her professional career while building a promising cosmetics brand. The athlete, who has become a key player for the Fever, recently shared major off-court news about her venture, FORTA Cosmetics, which has gained significant traction in the beauty industry. Hull’s efforts outside of basketball have culminated in a major milestone as her company, co-founded with former Stanford roommate Sarah Guller, has been accepted into the Sephora Accelerate program, a prestigious incubator for emerging beauty brands. FORTA Cosmetics, launched earlier this year, was created with athletes and active consumers in mind, addressing the unique challenges of maintaining a beauty routine amid the demands of sports. The brand’s first product, the Lock & Go Setting Spray, was designed to withstand sweat, competition, and long days, making it a natural fit for Hull, who understands the difficulties of balancing athletic performance with personal grooming. Hull and Guller reportedly invested $17,000 of their own savings to fund the initial 10,000-unit order of the spray, demonstrating their commitment to the project. The product’s success has positioned FORTA as a viable player in the beauty market, with plans to expand into lip and eye products in the future. The acceptance into the Sephora Accelerate program marks a critical step in FORTA’s growth. The program provides mentorship, business development resources, and industry connections, which could help the brand transition from a startup to a retail-ready product.#indiana_fever #lexie_hull #forta_cosmetics #sarah_guller #sephora_accelerate
