Indiana Fever guard Lexie Hull is having a career year. She is also launching a startup. Forta, an active beauty brand, has entered Sephora’s Accelerate program. Hull shared the news exclusively with Yahoo Sports.
The brand targets a specific gap. Active beauty products must survive sweat, UV exposure, and wear during games. Forta aims to maintain skin health under those conditions. Hull’s own WNBA experience—dealing with skin issues during play—drove the concept.
Forta’s mission is straightforward: bridge performance skincare with sportswear. The Sephora Accelerate program provides funding, mentorship, and retail placement. Beauty Independent reported Forta’s selection as part of Sephora’s push to find “active beauty’s next stars.”
The market opportunity is clear. Consumer demand for multipurpose, sport-resistant beauty is rising. Few brands in this segment are co-created by professional athletes. Sephora sees authentic athlete-led brands as a strategic advantage.
Hull’s transition from athlete to CEO is not simple. Balancing WNBA travel with brand building requires discipline. She cited personal struggles with skin during games as a core motivation. Athlon Sports covered her “big news away from basketball,” framing it as a milestone for athlete entrepreneurship.
Hull’s off-court impact extends beyond her own venture. She is a role model for other WNBA players exploring business. The cultural shift in women’s sports now includes holistic career building. Forta normalizes active beauty as a legitimate category.
What comes next? Forta’s product roadmap likely includes expanded skincare lines and team collaborations. Hull’s dual trajectory as a Fever star and CEO will be tested by upcoming WNBA seasons. Product drops and potential cross-promotions with Sephora are expected.
Forta sets a precedent. It exemplifies a new paradigm where athletic excellence and entrepreneurial ambition converge. Success in the WNBA now includes building a business. Follow Hull’s on-court performance. Watch Forta’s growth on Sephora’s platform.
💡 Frequently Asked Questions (FAQ)
- Q: What is Forta and who founded it?
- A: Forta is an active beauty brand founded by WNBA star Lexie Hull. It focuses on skincare that withstands sweat, UV exposure, and wear during sports, and has been selected for Sephora’s Accelerate program.
- Q: Why did Lexie Hull start Forta?
- A: Hull was motivated by her own skin issues during games, identifying a gap in the market for performance skincare that lasts through athletic activity. She wanted to bridge the gap between activewear and beauty.
- Q: What is the Sephora Accelerate program?
- A: Sephora Accelerate is a program that provides funding, mentorship, and retail placement to emerging beauty brands. Forta was selected as part of Sephora’s push to find the next stars in ‘active beauty.’
- Q: How does Forta fit into the broader trend of athlete entrepreneurship?
- A: Forta exemplifies a growing trend where professional athletes launch authentic, co-created brands. Hull’s transition from athlete to CEO reflects a cultural shift in women’s sports toward holistic career building and off-court impact.