WNBA Player-Founded Beauty Brand Bets on Athlete Credibility Over Paid Influencer

April 1, 2026

Co-founded by WNBA player Lexie Hull, Forta Cosmetics is building its marketing strategy around female athletes using and promoting its product

Forta Cosmetics officially launched today, debuting its performance beauty brand with a distribution strategy centered on athlete-led product seeding rather than traditional paid marketing.

Ahead of launch, Forta partnered with Faves to place its hero product, Lock & Go Setting Spray, in the hands of a curated network of female athletes across disciplines including running, boxing, pickleball and basketball. Athletes then generated organic content based on real-world use. Athletech News