NEW YORK (Azat TV) – FORTA Cosmetics, the makeup brand co-founded by Indiana Fever guard Lexie Hull and her former Stanford University roommate Sarah Guller, has announced an upcoming product release scheduled for next month. The development was revealed through a social media interaction following an investor pitch event held in New York City on Oct. 28, 2026, as Yahoo Sports reported in an article published on Nov. 4, 2026, originating from Athlon.
The brand shared the update in an Instagram comment responding to a post by ABC 7 Chicago reporter Jasmine Minor, an Emmy Award-winning journalist who previously worked as an investigative reporter and anchor at WISH-TV in Indianapolis. “So excited to send you our new product next month 👀,” FORTA Cosmetics wrote in the comment section. Minor, who shared photos and videos from the inaugural Sport Beach Draft Day, responded enthusiastically, writing, “Yaaaassss I can’t wait!!”
Entrepreneurial Showcase in New York
Minor’s social media coverage highlighted the inaugural Sport Beach Draft Day, an event that brought together professional athletes and investors. Hull and Guller took the stage to represent FORTA Cosmetics during a pitch presentation designed to showcase athlete-led business ventures to potential backers. The forum featured seven different business enterprises led by prominent athletes, including San Francisco 49ers running back Christian McCaffrey, NBA legend Carmelo Anthony, and NFL icons Peyton and Eli Manning.
In a separate recent Instagram post shared by Sport Beach, Hull outlined the long-term vision for her company. She stated that FORTA aims to establish itself as “the brand everyone is talking about” as the beauty market continues its steady expansion. Hull and Guller originally launched the brand in March to cater to individuals with fast-paced lifestyles requiring durable, long-lasting cosmetics.
Current Product Lineup and Future Timeline
Despite confirming that a new item is on the way, FORTA Cosmetics has not yet disclosed the specific name, pricing, or detailed features of the upcoming product. Its anticipated release will expand the brand’s existing catalog, which currently features items such as the Lock & Go Setting Spray and the PR-Proof Lip Stain.
Beyond her entrepreneurial pursuits, Hull maintains an active athletic schedule. She is under contract with the Indiana Fever through the 2027 season, having finished the 2026 campaign with a 28-16 record before the team was eliminated in the first round of the playoffs by the Las Vegas Aces on Oct. 1. Hull is also set to compete in the upcoming third season of the 3-on-3 league Unrivaled, which is scheduled to begin in January, following her championship victory with Rose BC during the league’s 2025 inaugural season.