Lexie Hull's FORTA Cosmetics Has an Exciting Update

Originally posted on Athlon Sports | By Paolo Songco | Last updated Nov 3, 2026 7:08 PM ET

FORTA Cosmetics has hinted at an upcoming product. Indiana Fever guard Lexie Hull co-founded the makeup brand with her former Stanford University roommate, Sarah Guller.

The company shared the update in a comment on an Instagram post by Jasmine Minor, an ABC 7 Chicago reporter who previously worked as an investigative reporter and anchor at WISH-TV in Indianapolis, Indiana.

“So excited to send you our new product next month ,” FORTA Cosmetics wrote.

Minor responded to the brand’s comment, writing, “Yaaaassss I can’t wait!!”

The Emmy Award-winning journalist shared the post on Tuesday. It highlighted an event where athletes, including Hull, presented their business ideas to investors. In her caption, she called it a “blessing” to be in a room with world-class athletes pitching their ventures. She also praised the participants for pursuing their business ambitions.

“The talent and vision were real, and I’m especially proud of the women who walked in ready to build and own their futures,” Minor said. “They deserve every bit of this spotlight. Thank you @sportbeachco for giving us the opportunity to support, I can’t wait to help them grow .”

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Minor posted several photos and videos from the inaugural Sport Beach Draft Day, held in New York City on Oct. 28. One image showed Hull and Guller on stage, representing FORTA during a pitch presentation to investors. The forum brought together seven athlete-led businesses.

Other athletes involved included San Francisco 49ers running back Christian McCaffrey, NBA legend Carmelo Anthony and NFL icons and brothers Peyton and Eli Manning.

In a recent Instagram post shared by Sport Beach, Hull said the company aims to become “the brand everyone is talking about” as the beauty market continues to grow.

Hull and Guller launched FORTA in March. They created the brand for people with fast-paced lifestyles who need long-lasting cosmetics.

FORTA has yet to reveal the name or features of the upcoming product. Its anticipated release will add to the brand’s growing cosmetics lineup, which currently includes the Lock & Go Setting Spray and the PR-Proof Lip Stain.

The WNBA wrapped up its 2026 season on Saturday, when the Golden State Valkyries defeated the Atlanta Dream 68-63 in Game 7 of the Finals to claim the championship.

The Fever finished the season with a 28-16 record before falling to the Las Vegas Aces in the first round of the playoffs. Las Vegas won the best-of-three series 2-1, ending Indiana’s season on Oct. 1.

Hull remains under contract with Indiana through 2027. She is set to play the second year of her current contract this coming season, which is expected to begin in May.

The veteran guard will also compete in the third season of Unrivaled, the 3-on-3 league scheduled to begin in January. In 2025, Hull won the league’s inaugural championship with Rose BC.

This article first appeared on Athlon Sports and was syndicated with permission.

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