“It’s always been a part of my pre-game routine,” Lexie Hull says, speaking of the makeup she applies religiously before hitting the court. And we’re not talking about a swipe of bronzer and lip tint. The Indiana Fever star, 26, rocks a full face, including lower lash mascara. “Even in high school, my sister and I both, really, I would say 75% of the girls on my team would wear makeup,” she reveals. “I’ve seen that all across sports.” Which is one reason why she, along with Sarah Guller, just launched Forta Cosmetics — a beauty line meant to stand up to life’s most active moments.
Over coffee at New York City’s Equinox Hotel, Hull and Guller let me in on the why behind their new venture. The two are not just business partners — they’re best friends and were former roommates at Stanford, where they shared a suite with a pet hedgehog named Sonic (yes, really.)
With her waist-length, lustrous blonde locks, laminated brows and meticulously applied lashes, Hull looks more like a beauty queen than a top athlete. But that’s just the point. There is no one definition of beauty, or of being active. “I wasn’t playing sports in my career,” Guller tells me. “I was working in finance and between meetings, I’d have to go into the bathroom to fix my makeup, and working in such a male dominated field, it almost felt like I was sneaking away.” The two connected on the notion that in all high-stress situations, everyone wants to look like good and feel confident, but their makeup wasn’t holding up. “The problem exists across different lifestyles,” Guller says.
Forta was born. The name, which stands for “for the active,” came out of the gate with one product — a sophisticated setting spray that defies even the sweatiest moments to keep makeup in tact. “With Lexie’s level of performance, the bar was set really high,” Guller says. “I sweat more than the average and makeup would come off on my shirt or a teammate’s jersey,” Hull laughs. “And, if we promise performance, it has to work,” Guller explains. So they tinkered with the formula for over two years, even switching manufacturers in the process to make sure they were getting exactly what they wanted — and more importantly, that kept makeup perfectly in place, but still felt comfortable. “We needed a high quantity of polymers to make the setting quality stronger, but still come out super fine. It was a balancing act,” Hull says.
In an exclusive interview, Hull and Guller dish on everything from women in sports to makeup routines and post-game rituals, plus what’s next for the athleisurewear of beauty brands.
GRAZIA: Do you think the positive conversation around women’s sports these days is making women stronger metaphorically?
HULL: I think it just shows the world what women are capable of. I think for so long people have focused on what men can do. People are paying to go watch men. And at the same time, there are these strong, powerful women who are doing incredible things. And finally people are like showing up and watching and paying to go see them and realizing that there’s this whole other part of the world that’s… like untapped. Finally, it’s picking up momentum. The WNBA has taken years to get to where it is today. And to see just the last few years of exponential growth around it, I think it gives women in all industries the confidence that they are strong and they can really do whatever they set their minds to.
GULLER: Even as an outsider and a spectator, our motto is you don’t have to sit still to look pretty. And it’s been super inspirational to watch someone like Lexie, who’s getting recognized for her skills and talent and sweating and movement. Whereas we grew up in a world watching models with their makeup, standing still and posing for a photo. I have a 16 year old sister. A lot of her biggest role models are people like Lexie, people who are moving and embracing their femininity while performing. And I think that’s been a huge game changer.
GRAZIA: What do your teammates think of the products — have any road-tested them?
HULL: I mean, basketball, women’s sports in general is just such a diverse ecosystem. There’s so many different types of people, people that wear makeup, people that wear makeup in daily life, but not when they’re active. And there are people that have never worn makeup. And then you’re looking at the diverse shade ranges. It’s such a cool little pocket of people because you really have someone from every different group that makes it up. Sure. So it’s been fun to talk about Forta and have them try it. And people are just so excited because there hasn’t been products that have been built for them from the ground up and that they feel comfortable wearing while they’re active. And some athletes are scared to wear makeup because they don’t want to break out. That’s a big turnoff for people with wearing makeup when they’re sweating. And that was a big focus for us — to make sure it’s skin safe, acne safe, and that it doesn’t feel super heavy.
GRAZIA: What’s your pre-game beauty routine?
HULL: It’s always been the same thing. I’m very superstitious. So I take a nap probably like five hours before the game. Then I’ll wake up after about an hour and do my skincare, my makeup and my hair. I use a Youth to the People serum and then the Skin Food moisturizer. Then, for makeup, it’s a skin tint, eyebrow gel, cheek stain and lip stain. And mascara. I like the one by Thrive for my top lashes. The wand is a little big for the bottom, so I use one by Maybelline, because the brush is super skinny.
GRAZIA: Powder or no powder?
HULL: I’ll do like a little bit of powder, but I don’t like too much powder because I don’t think it makes the look stay as long when I’m sweating as much. I use the Charlotte Tilbury powder. Then I finish with the setting spray. And what I’ve found that makes it last really well is spraying it and then spraying a Beautyblender and pressing in the look.
GRAZIA: And after the game? If you’re going out, will you fully wash your face and start over?
HULL: So normally after games, we just go out to dinner or something. I won’t get all ready unless we have a big event. I’ll just fix my mascara and add like a cheek tint so I look alive again.
GRAZIA: Have you always been a beauty girl, too?
GULLER: I’ve learned from her. Even in college, she’d be doing her makeup before we went out and I’d be like, “What’s that? What’s this? Do mine.” And so I love wearing makeup a little bit. I think look good, feel good for her, play good. For me it was work well.
GRAZIA: So what’s next for Forta?
GULLER: We’re building for the girl who’s active and starting from that point and hoping that the brand lands more authentically. Like active not even just on the court, but whatever your active looks like. If it’s just going to Pilates, walking your dog, going to meetings, hanging out with friends.
HULL: That’s what Forta is all about. You can have a hundred things on your to-do list today and Forta is going to be there for the whole time helping you achieve those goals while looking good. You can go after your dreams feeling confident.
