FORTA

Makeup for the active. Shop long-wear products designed for sweat, movement, and everything your day has in store for you.

FORTA creates long-wear makeup designed to withstand sweat, movement, and busy schedules without constant reapplication. Founded by WNBA star Lexie Hull and entrepreneur Sarah Hull, the brand fills a gap for people whose lives don't slow down.

Who's Behind FORTA Cosmetics

FORTA was founded by Lexie Hull, a professional basketball player in the WNBA, and Sarah Guller, her former Stanford roommate with a background in business. The two recognized a gap in the beauty industry: makeup formulas weren't engineered for active people who sweat, move constantly, and juggle demanding schedules. Rather than compromise between performance and appearance, they set out to create products that could keep up with a lifestyle that refuses to slow down. The brand's core mission centers on confidence that lasts from morning through night, regardless of whether your day involves workouts, long office hours, or anything in between. FORTA has built a community around this philosophy, positioning itself not just as a cosmetics maker but as part of a movement that celebrates people who stay in motion.

What FORTA's Product Range Covers

FORTA specializes in makeup and cosmetics designed for durability and longevity. The collection focuses on long-wear formulas that resist sweat and movement, addressing the core needs of active users. While the exact product lineup isn't fully detailed in the brand's core materials, the catalog spans from entry-level to mid-range pricing, making performance-driven makeup accessible without premium cost barriers. The brand emphasizes that its formulations are built with the active lifestyle in mind, meaning each product undergoes the implicit test of real movement and perspiration. FORTA's product philosophy centers on eliminating the frustration of reapplication throughout the day or during workouts. This approach appeals to athletes, fitness enthusiasts, professionals in fast-paced environments, and anyone whose schedule demands that beauty keep pace with them. The range is curated to serve these users without unnecessary frills or elaborate routines.

What stands out

• Long-wear formulas engineered to resist sweat and movement
• Accessible pricing from fourteen to twenty-six dollars
• Founded by athlete and entrepreneur with real active-lifestyle insight

Worth knowing

• Limited product range compared to larger beauty retailers
• Performance benefits most valuable for high-activity users

Who founded FORTA and why?

FORTA was founded by Lexie Hull, a WNBA professional basketball player, and Sarah Guller, her Stanford roommate. They created the brand because the beauty industry lacked products built for active people whose lives involve constant movement, sweat, and demanding schedules.

What makes FORTA makeup different from regular cosmetics?

FORTA's formulas are specifically designed to withstand sweat, movement, and all-day activity without constant reapplication. The brand targets people whose lifestyles don't slow down, whether they're athletes, fitness enthusiasts, or simply busy professionals.