Forta

Forta is a performance cosmetics brand co-founded in early 2026 by WNBA player Lexie Hull and investor Sarah Guller, launching with a setting spray formulated to withstand athletic activity. The brand is pursuing a category-creation strategy modelled on Lululemon's performance-apparel playbook, seeding through athlete networks and targeting entry into Sephora's Accelerate programme.

First mentioned: April 2026