I THOUGHT I HAD DONE EVERYTHING RIGHT
Hi, I’m Thai-Ling, founder of Jovy. My daughter Ana had sensitive skin from the time she was little, so I was always careful about the products I used on her.
As she grew, she fell in love with art, dress-up, color and, like so many kids, play makeup. For Ana, it was another canvas for her imagination. I loved watching her curiosity come alive, and I wanted to nurture it.
So when I bought her first play makeup, I researched carefully and chose what I believed was one of the cleanest options I could find. And then Ana developed a rash.
I was upset, frustrated—and confused. I had read the claims. I had chosen carefully. I thought I had found the better option.
As I sat on her bedroom floor I started digging deeper. One questionable ingredient led to another. One inferior product led to another. And the more I researched, the more I realized:
I hadn’t just chosen the wrong product. I had uncovered a much bigger problem.
I KNEW THERE HAD TO BE A BETTER WAY
The problem wasn’t a lack of claims. There were plenty of them: “safe,” “clean,” “natural,” “non-toxic.” The problem was knowing what actually stood behind them.
As a parent, I had done everything I thought I was supposed to do. And I realized just how difficult it was to know which products I could truly trust for the little person I loved most.
I knew there had to be a better way.
I wanted all the color, creativity and joy Ana loved about play makeup, with a higher standard behind it. So I set
out to create the option I had been searching for.
That is how Jovy was born.
From the beginning, I wanted Jovy to go beyond marketing claims, to do the work upfront through thoughtful
formulation, transparency, testing and independent verification. That commitment ultimately led Jovy to release the first play makeup to become EWG VERIFIED®, an independent verification that products meet EWG’s strict standards for health, ingredient transparency and manufacturing practices.
Years later, that little girl who loved playing with color is growing into an incredible young artist. When I look at what Ana creates today, I think about the curiosity I saw in her all those years ago. I had no idea where it would lead. I just knew it was worth nurturing.
Let them play. Let them create. Let them be curious. Safely.
And watch where that curiosity leads.
Our Mission
THE COMPANY I WISHED EXISTED
Jovy started with play makeup, but the vision is much bigger. I’m building the company I wished existed as a parent.
A company built around everything I look for when choosing products for my own kids—high standards, thoughtful formulas, transparency and independent proof—while never losing sight of who they’re really for: kids.
As our kids grow, I want Jovy to grow with them, bringing that same standard to more of the products kids and tweens use every day. The vision is to build a brand parents can turn to as their children grow, knowing the same high standard sits behind every product.
Because parents put so much care into the choices we make for our kids. We deserve brands that meet that care with the same thought, honesty and intention.
My hope is that one day, those standards won’t be the exception in children’s products.They’ll simply be the norm.
— Thai-Ling
Founder, Jovy
Our Values
KIDS ARE ALWAYS FIRST
Their wellbeing, curiosity and joy guide every decision we make.
NEVER STOP ASKING FOR BETTER
We question, challenge and keep pushing for better, because “good enough” isn’t how we build Jovy.
TRANSPARENCY, ALWAYS
We believe parents deserve clarity,
not guesswork.
