WNBA pro Lexie Hull launches FORTA Cosmetics’ first product, a setting spray built for athletes

This week, FORTA Cosmetics launched Lock & Go Setting Spray, the first product from the brand co-founded by Indiana Fever guard Lexie Hull and former consumer investor Sarah Guller. Hull built it around a problem she lived with daily: traditional long-wear makeup that couldn’t survive training, or the appearances in between.

How it started

When Hull couldn’t find makeup that survived practice, and Guller kept watching promising performance beauty brands fail to reach the athletes who needed them most, the two Stanford roommates teamed up.

FORTA — short for FOR THE ACTIVE — is launching through Faves, a marketplace where athletes earn bigger and brands scale smarter. FORTA is using Faves’ network of athletes to seed its product with real users instead of relying on paid placements. Through its partnership with Faves, FORTA’s first users are a curated network of female athletes across running, boxing, and pickleball who are actually using it. In a moment when consumers are skeptical of manufactured influence, that’s a meaningful distinction.

FORTA Cosmetics’ high-performance setting spray.

The Lock & Go Setting Spray uses a film-forming polymer to lock makeup in place without stiffness, paired with humectants propanediol and butylene glycol to maintain hydration through sweat and humidity. The formula holds for up to 16 hours without the tight, dry finish most long-wear sprays leave behind.

Through the FORTA Impact Foundation, 1% of sales proceeds go toward organizations that expand access to sport for kids in under-resourced communities. Lock & Go is FORTA’s debut product, with at least two more already teased on the brand’s site.

Where to buy

Lock & Go Setting Spray is available now at fortacosmetics.com.