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
