While the WNBA fulfils her heart, Indiana Fever’s Lexie Hull has found another outlet for her creativity and passion. With the WNBA schedule currently on break for the FIBA World Cup, Hull has found herself occupied with her off-court venture in FORTA Cosmetics, which she co-founded with her Stanford roommate, which recently sold out its first product this week.

“Being an athlete definitely gives me a platform, but being a founder is a much cooler part of the process because you’re responsible for the product, the brand, all the decisions,” Hull told Sporting News. “I didn’t want to just endorse it. I really wanted to help build it from the ground up.”

True to her word, Lexie Hull built FORTA Cosmetics from the ground up. Founded by her and Sarah Guller, the brand was born at the intersection of professional athletics and high-powered business.

Both recognized a glaring gap in the market: beauty products simply weren’t engineered for high-tempo lives. Frustrated by makeup that quit halfway through the day, they set out to formulate sweat-resistant, movement-proof essentials designed to withstand grueling workouts, marathon workdays, and everything in between—no touch-ups required.

“FORTA is a performance cosmetics brand made for people who are on the move, who are active,” Hull said. “Really, anyone who feels like they can identify with an active lifestyle, who doesn’t sit still.”

And it seems that Hull and Co. have struck a nerve with the market. The FORTA Cosmetics lineup is built around three core essentials: the Lock & Go Setting Spray, the PR Proof Lip Stain, and The Sponge. On Tuesday, FORTA reported that its flagship Lock & Go Setting Spray has sold out following its debut release, adding that a restock is targeted in short order.

“Our first product, Lock & Go, is SOLD OUT!” Lexie Hull and Sarah Guller wrote. “We spent over two years formulating and testing this product. We are so grateful for everyone who showed up for us when we launched it 5 months ago. “…We are working hard to get Lock & Go back in stock ASAP – in the meantime, join our mailing list so you can be the first to know when it’s back in stock! Xo, Lexie & Sarah.”

Clearly, taking their time to get the perfect product out has been the right call for Hull and Sarah. Bringing the line to market was a meticulous two-year journey. An early prototype seemed primed for production after Guller put it through its paces during an Equinox workout in San Francisco, until Hull subjected the same batch to the rigors of an elite pro basketball training session.

Hull estimates they burned through more than 20 iterations before landing on the winning formula. Prototypes were subjected to the ultimate stress test across full-contact practices, pro games, hot yoga, solidcore sessions, outdoor adventures, and even a wedding. To ensure genuine real-world durability, Hull enlisted an inner circle of current teammates, former Stanford peers, and close friends as rigorous trial subjects.

Not just testing and crafting the perfect product, Lexie Hull has no shortage of ideas when it comes to promoting her brand. Expanding the brand’s footprint, Hull recently inked a partnership with fitness franchise Orangetheory. In late August, the Fever guard announced she will host a pair of signature “Set. Sweat. Glow.” sessions on September 16 at the downtown Indianapolis studio, offering participants a firsthand look at FORTA products under full workout conditions.

“Set. Sweat. Glow with me at Orangetheory in downtown Indy,” Hull said in an Instagram post on Orangetheory Downtown Indy’s IG channel. “I’ll be there September 16 for classes at 4:15, 5:30 and 6:45. Come work out with me and put FORTA to the ultimate Orange 60 sweat test. Spots are limited, so sign up at the front desk.”

But Hull’s entrepreneurial journey has also coincided with her movement away from Indiana. Earlier this month, she returned briefly before leaving again for a high-profile Amazon Fashion event in New York, where she shared glimpses of The Chainsmokers performing at the party. It was another reminder that her commitments now stretch far beyond the Fever’s practice court.

Clearly, Hull’s off-court endeavors show no signs of slowing down. As her company continues to grow, Hull hopes that one day she can earn consumers’ trust in her products without thinking that a WNBA player is backing them, even as she balances her time between Indiana and her expanding ventures elsewhere.