Lexie Hull to Host Beauty Pop-up in Austin November 7

The Indiana Fever guard will bring her FORTA cosmetics brand to a fitness-focused event at Austin Padel Center.

Updated on Oct. 27, 2026 in Basketball

Indiana Fever guard Lexie Hull will host a fitness-focused cosmetic pop-up for her FORTA brand at the Austin Padel Center on November 7. AI Illustration. Upload story photo >

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Indiana Fever player Lexie Hull is hosting a collaborative pop-up event for her cosmetics brand, FORTA, at the Austin Padel Center on November 7, 2026. The event will feature a range of activities, including paddling and Pilates sessions hosted in partnership with Studio Three.

Why it matters

Hull founded the brand in March 2026 to address a need for cosmetics that can survive intense athletic activity and demanding training schedules. The initiative marks a transition from her professional basketball season following the team's first-round playoff exit in October.

Tickets for the upcoming event begin at $10. During the 2026 season, Hull recorded an average of 5.2 points and 3.0 rebounds per game while shooting 33.7% from the 3-point line.

The players

Lexie Hull

She is an active professional basketball player for the Indiana Fever who co-founded the cosmetics company FORTA.

Sarah Guller

She is the co-founder of the cosmetics brand FORTA alongside professional athlete Lexie Hull.

Indiana Fever

This is a professional basketball team competing in the WNBA.

Studio Three

This organization is a fitness studio partner collaborating on the paddling and Pilates portions of the event.

The details

Hull spent significant time testing nearly two dozen versions of her brand's setting spray to ensure the product could withstand rigorous athletic performance. The upcoming Austin event highlights this focus by integrating the beauty line with active fitness sessions.

March 2026: Lexie Hull launched the cosmetics brand FORTA.
October 2026: The Indiana Fever were eliminated in the first round of the playoffs.
October 28, 2026: Hull and co-founder Sarah Guller attend the Sport Beach Draft Day event in New York.
November 7, 2026: The SET POINT POP-UP event takes place in Austin.

Season Trajectory

The transition from the WNBA court to the beauty industry reflects an increasing trend of athletes leveraging their personal brands to enter consumer markets. This shift diversifies the professional portfolios of players like Hull beyond the immediate results of their season standings.

Participants can attend the Austin Padel Center session for a $10 entry fee. The event serves as a practical demonstration of the brand's fitness-focused durability claims.

The takeaway

The development of performance-tested beauty products offers a unique crossover between athletic endurance and consumer cosmetics. Athletes seeking to launch businesses can improve product viability by ensuring items are field-tested against their own rigorous daily training demands.