WNBA player Lexie Hull launches Forta, which aims to create a new category of performance-driven cosmetics.
In food and beverages, products such as Clif Bar and Gatorade were built to meet the needs of athletes and became mainstream; so are Lululemon and Athleta. But with beauty, no one has ever approached the products in this way. This is the concept of a new brand called Forta, a game “for the active”. … Read more