If It's Not Safe to Eat, Should It Be on Their Skin?
With the FDA officially banning Red No. 3 from food and announcing a plan to phase out all petroleum-based synthetic food dyes by the end of 2026, there’s growing awareness about the harmful additives in our food supply. But this movement should go further. Because what we apply on the body matters just as much as what goes in — especially when it comes to kids.
At Jovy, we’ve always believed every ingredient counts. Kids are still developing. Their skin is more absorbent. Their systems are more vulnerable. That makes our choices on their behalf profoundly important.
Kids’ Skin Absorbs More—And Carries More Risk
Children’s skin is thinner and more permeable than adult skin. That means harmful chemicals can be absorbed more easily, and because their bodies are smaller and still developing, even low-level exposures can have outsized impacts. So when we talk about eliminating harmful food dyes, it’s only fair to ask: What about what’s in their lotions, bath products—and yes, their play makeup?
The Truth About the Play Makeup Industry
Pretend play is essential to childhood development. It helps kids explore creativity, confidence, and identity—and makeup is often a joyful part of that experience. But while the purpose of play makeup is beautiful, the products themselves often aren’t.
There are two major problems in the kids’ makeup space:
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Some products are adult-grade makeup formulas, repackaged with bold, glittery appeal—but still made with ingredients that wouldn’t pass even basic health screens in other countries.
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Others are toy-grade kits made as novelty items—often manufactured cheaply overseas with minimal safety oversight, unlabeled ingredients, and questionable testing standards.
🛑 And here’s the kicker: in the U.S., marketing terms like "clean," "non-toxic" or "safe for kids" aren’t regulated. Brands can use them freely—even if the product contains ingredients banned in Europe or flagged by health organizations. That’s why parents can’t rely on packaging claims alone.
Even many kits labeled “clean” still contain:
🚫 Petroleum-derived dyes (like FD&C colors and lakes)
🚫 Artificial fragrances linked to hormone disruption
🚫 Preservatives banned in the EU but still allowed in the U.S.
🚫 Cheap colorants prioritized for payoff, not safety
Very few brands prioritize children’s health when formulating products—and even fewer commit to full ingredient transparency.
Where the Industry Fell Short—And Where We Stepped In
That’s the gap we saw. There was a real need, growing demand—and shockingly low standards.
We’re proud to be the first and the only EWG VERIFIED play makeup on the market.
That means we meet the strictest safety and transparency standards in the industry, reviewed by one of the most trusted organizations in clean beauty.
Jovy's mission is to raise the standards for kids' cosmetics by offering:
- Premium play makeup made just for kids
- Mineral-derived colors—not petroleum-based dyes
- Free from ingredients banned by the EU, EWG, and Campaign for Safe Cosmetics
- Designed for imaginative play—with peace of mind for parents
The Jovy Blacklist—Because “Safe Enough” Isn’t Enough
To protect kids the way they deserve, we created the Jovy Blacklist, built on the world’s strictest safety standards:
❌ 1,100+ ingredients banned by the European Union
❌ All ingredients flagged by the Campaign for Safe Cosmetics
❌ Every chemical on the EWG’s prohibited list
Made in Italy, every formula is EU-compliant and EWG-guided. Because we believe in full transparency without compromise.
The Bigger Picture: Ingredient Safety Is a Lifestyle Issue
This isn't just about play makeup. It’s about changing the culture of what we consider “safe”—and who gets protected.
When we care about food dyes but ignore what’s in our skincare, we’re telling only half the story.
And our children deserve the whole truth.
So whether it’s in their lunchbox or their toy drawer, every ingredient matters.
Safer Skin. Safer Childhood. Smarter Standards.
At Jovy, we believe that protecting kids' health means:
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Being radically transparent
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Using better ingredients
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Nurturing creativity without compromise
We’re proud to be ahead of the curve—as food dyes are phased out, we’re already building the future of clean, joyful play.
Because when it comes to our kids, color should never come at the cost of their health.
