Lexie Hull may be in the middle of the 2026 WNBA season with the projected favorites Indiana Fever, but she has still found time to pursue a very different career. Appearing on the July 1 episode of In Case You Missed It with Khristina Williams, Hull shared her thoughts regarding her personal ventures.

“If you have an idea, if you have something in your heart that’s telling you to go after, I don’t think it’s worth waiting until you’re done playing. I think it’s possible to do both. I think it’s possible to be an entrepreneur while you’re an active player,” she told basket insider Khristina Williams.

“I just think you can do both at the same time. You have to have an incredible team behind you to do that,” Lexie Hull added while explaining why she went the extra mile to start her own cosmetics brand.

“I think for me, my biggest wish is that once I’m done playing basketball, I still have a legacy that empowers women and give them the confidence to do whatever they want on or off the court, and that’s part of the main reason I was so excited about starting Forta.”

Lexie Hull co-founded FORTA Cosmetics, what she calls a performance-driven beauty brand, in early 2026 alongside her former Stanford roommate and venture capitalist, Sarah Guller. The brand focuses on ‘performance cosmetics’, designed specifically to withstand oil, sweat, and intense physical activity. It’s something that Hull can personally relate to.

The FORTA brand has achieved some measurable success since then. Within the first 24 hours of its launch, FORTA garnered over $10,000 in online sales for its sole product, a makeup spray, as per FrontOfficeSports. The brand’s $26 Lock & Go Setting Spray remains a popular choice among its fans.

And this is not the only personal venture Hull is involved in. She has signed multiple endorsements and deals from brands across the spectrum. Some prominent names include Athleta, Amazon Fashion, Aldo, T.J. Maxx and more.

While basketball is a major part of her identity, she wants to create a lasting legacy beyond it, and that also includes giving back.

Lexie Hull is Conscientious of Helping Women

Hull remains an active contributor to social and economic causes that promote women’s empowerment. She teamed up with her Fever teammates to extend her support to the Project Period organization in Indiana. The organization aims to combat “period poverty in Central Indiana” by providing “free menstrual hygiene products to schools and community partners.”

They helped pack 5,000 ‘Period Packs’ through their brand partner Sequel at Gainbridge Fieldhouse on June 29, 2026.

“Making a difference together… Aliyah Boston, Lexie Hull & assistant coach Briann January joined Project Period to pack 5,000 Period Packs presented by Sequel. The packs will be distributed to more than 30 communities & schools across Central Indiana, helping increase access to menstrual health products for those who need them most,” Fever’s official Facebook account posted on June 30.

Hull’s own brand, FORTA, is also looking to give back to the community from the outset. The FORTA Impact Foundation aims to donate 1% of its sales proceeds towards expanding youth sports accessibility in under-resourced areas.

It’s safe to say that Lexie Hull isn’t just building her legacy beyond basketball, but uplifting others in the process.