Made for Play. Loved by Kids. Trusted by Parents.
What "EWG Verified®" Means
(and Why We Chose It)
It's an independent standard from the nonprofit Environmental Working Group that prohibits ingredients of concern and requires full ingredient disclosure, including fragrance. It's the only 3rd-party certification program that discloses its full criteria and has scientists on staff.
Jovy was the first play makeup to earn it.
The Jovy Standard
We set out to raise the standard for kids' play makeup. Here's how we do it.
Tap a heart to explore our standards
The Jovy Standard
We set out to raise the standard for kids' play makeup. Here's how we do it.
Tap a heart to explore our standards
Independent Verification
We don’t set our own definition of safe. Jovy became the first play makeup to earn EWG VERIFIED®, meeting rigorous standards for ingredient safety and transparency.
Testing Beyond the Label
Dermatologist tested. Ophthalmologist tested. Gluten-Free tested. Because a clean ingredient list is only the beginning.
Thoughtful Formulation
Every ingredient is chosen with intention for young skin, with formulas held to the high standards we want for our own kids.
Full Transparency
Parents deserve to know what’s in the products their kids use. That means transparency down to the details—including what’s behind “fragrance.”
Raising the Standard
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Jovy Named One of America's Top 100 Small Businesses
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2026 Tory Burch Foundation Fellow
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