Our brand was founded by WNBA star Lexie Hull and her former Stanford roommate, Sarah Guller. Despite different careers in pro sports and business, we both realized the beauty industry was missing products built for people whose lives don’t slow down. We wanted makeup that could keep up with workouts, long workdays, and everything in between — without the constant need to reapply. That mission inspired us to create a brand made specifically for the active, with formulas designed to last through sweat, movement, and all the demands of a busy day (or night).

At the heart of our brand is a belief that confidence should carry you from morning to night. We want you to feel empowered, fresh, and unstoppable no matter what your schedule holds. With FORTA, you never have to sit still to look pretty.