In food and beverage, brands like Clif Bar and Gatorade were built to cater to athletes’ needs and then became mainstream; the same is true for Lululemon and Athleta. But in beauty, no one has approached products this way. This is the thesis for a new brand called Forta, a play on “for the active.” Its co-founders are college friends Sarah Guller, a veteran investor with experience at firms including TCG — whose past investments include Oura and Vuori — and Lexie Hull, a guard for the Indiana Fever. Forta launched on Tuesday with one product: the $25 Lock & Go Setting Spray. The duo has been working on the brand for over two-and-a-half years, noting that it took that long just to nail down the formula and the misting mechanism. As an investor, Guller said, “I was seeing hundreds of brands … [but] there was nothing really built around the ideas of lasting and just working,” she said, referencing the brand’s high-performance proposition. Hull said that, to date, she’s been disappointed with makeup’s ability to hold up through her games. “I would get ready [with] a full face of makeup for a game, then warm up for 30 minutes an hour before the game, and it would already be off, on a towel or a jersey. Or if there’s a little bit left on my face, it [gets] on someone else’s jersey, which is even more embarrassing.”Continue reading this article on glossy.co. Sign up for Glossy newsletters to get…
