Indiana Fever guard Lexie Hull has unveiled PR-Proof Lip Stain, the second product from FORTA Cosmetics, the performance-driven beauty brand she launched earlier this year, according to Yahoo Sports.

Hull, 27, was integral to the Fever's record-setting 2025 season, in which the WNBA Commissioner's Cup champions set a franchise record with 28 wins before falling to the Las Vegas Aces in the first round of the playoffs.

Yahoo Sports reports she played all 44 regular-season games, starting 41, and averaged 5.2 points and 3.0 rebounds in 18.6 minutes per game. Now officially in the offseason, she has turned her focus off the court to beauty.

The lip stain is available to order on FORTA's website, and the brand is also bundling it with its Lock & Go Setting Spray and Sponge, the outlet notes.

The launch was revealed through a Get Ready with Me video Hull posted on social media, in which she tested the product through an actual practice session. Per Yahoo Sports, she joked in the video that the stain "can survive sweat, movement and approximately 67 trips to my water bottle."

She also said it is formulated with hyaluronic acid, so it is super hydrating, and that she wears it on her cheeks too — "because if I'm going to be fighting for my life in practice, I might as well look a little alive."

In the clip she shared her post-practice look, showing the color still intact, telling fans, "The color is still going strong. I seriously can't wait for you guys to try it."

For a beauty audience, the appeal is the demonstration itself: a wear test conducted under conditions no counter demo could replicate.

What makes the development notable for beauty readers is the category FORTA is carving out: cosmetics engineered for athletes rather than occasion wear.

According to Yahoo Sports, the brand's first product, the Lock & Go Setting Spray, officially sold out its initial inventory last fall — an early signal that sweat-proof positioning resonates.

Hull, a former Stanford standout and 6-foot-2 guard, is testing her own products in the environment they are marketed for, turning a professional workout into the ultimate wear test.

That athlete-founder credibility is difficult to fake, and the playful specificity of her claims — sweat, movement, dozens of water-bottle trips — gives the brand a marketing language grounded in lived performance rather than studio lighting.

Hull's launch arrives in a market that keeps expanding even in hard times.

The Jamaica Gleaner reports that Jamaica's makeup imports rose 10 per cent in 2025 — the year Hurricane Melissa struck — to US$8.7 million from US$7.9 million a year earlier, per United Nations Trade Map data, and now sit about 50 per cent above the COVID-19 low of US$5.8 million in 2020. Óra by Fontana CEO Anne Chang told the Financial Gleaner that "beauty is not discretionary" and that women see it as necessary, noting volunteers after the storm wore a "full face" of makeup to feel good.

For an athlete-founder like Hull, that resilience is the thesis: performance beauty aimed at a customer who wears makeup through workouts, storms and everything else her day throws at her.