Jovy Journal

Jovy Journal
The Ingredients of Imagination: Creating Safe Play Makeup for Kids

In the realm of parenting, the quest for safe and healthy products for our children is an ongoing journey. From the foods they consume to the skincare products they use, today's parents are more conscientious than ever before. We understand the importance of nourishing our little ones inside and out, which is why we're thrilled to have a groundbreaking innovation in the world of children's play cosmetics: the first ever EWG VERIFIED makeup made just for kids.

For generations, makeup has been a staple in imaginative play for children. Whether it's pretending to be a princess, a superhero, or a fairy, makeup has the power to enhance imaginative and pretend play, a vitally important part of kids’ development. However, as parents, we've become increasingly concerned about the ingredients lurking in traditional play makeup kits. Many of these products contain harmful chemicals and toxins that should not be near our little ones' delicate skin.

Enter Jovy – a brand dedicated to revolutionizing the way we think about children's cosmetics. We understand that our kids deserve products that are not only fun and imaginative, but also safe and non-toxic. That's why the Berry Bliss Play Makeup Kit is the first, and only, EWG VERIFIED makeup made just for kids.

So what exactly does EWG VERIFIED mean? It means that our products have undergone rigorous testing and evaluation by the Environmental Working Group, a trusted third-party organization known for its commitment to transparency and safety. This certification sets us apart from other brands that may make claims about the safety of their products but lack the concrete evidence to back them up.

At Jovy, we believe in the power of transparency. That's why we're proud to share every single ingredient found in our makeup. You can search ingredients on our Safe Ingredients page to learn more about each one, or click on and learn more about each ingredient on our product pages.

A few highlights of the ingredient selection include:

  1. Natural Mineral Pigments: Our light and shimmery colors are derived from natural mineral pigments, ensuring that your child's makeup is as safe as it is beautiful. No synthetic, petroleum-derived FD&C colors or animal-derived pigments
  2. Natural Oils and Butters: We use natural oils and butters like avocado oil, sunflower seed oil and olive oil to moisturize and nourish delicate skin, leaving it soft and supple.
  3. Plant-Based Waxes: Our makeup is formulated with plant-based waxes such as candelilla wax (a wax derived from the leaves of the Candelilla shrub) providing a smooth and creamy texture without the need for harmful synthetic ingredients or animal products like beeswax.
  4. Vitamin E: To provide antioxidant protection and promote skin health, we include natural vitamin E in our formulations.
  5. Non-Toxic Preservatives: We use gentle, non-toxic preservatives to ensure the longevity of our products without compromising on safety.
  6. Fully disclosed fragrance ingredients: Although the FDA does not mandate the disclosure of aroma ingredients, it's a fundamental aspect of being EWG VERIFIED. Rest assured, there’s nothing hidden from you.

 With Jovy's Kids Makeup, you can rest easy knowing that your child's imaginative play is free from harmful chemicals and toxins. Our products are not only safe for their skin but also encourage creativity and self-expression.

So why settle for anything less? Join us in reimagining playtime with Jovy's safe and innovative play makeup for kids. Let's empower our children to dream, create, and explore the world around them – all while keeping their health and well-being front and center.

Shop the article
Shop the article
Berry Bliss Play Makeup Kit
$42.99
Berry Bliss Play Makeup Kit
$42.99
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Join the Conversation @purejovy
Join the Conversation @purejovy

As we expand, we would love to hear from you —our friends, parents, and customers. Join our conversation on product wish lists, safer ingredients for kids, and label transparency #jovyjourney. We’re on this journey together!