How it all started
When my daughter was born, she had numerous skin sensitivities. As our largest organ, much of what we put on our skin is absorbed into the body, and children absorb even more due to their thinner skin and still-developing protective layer. Like any mom would, I became obsessed with the ingredients of anything that went on her skin. I was tired of distrusting companies and spending precious time vetting claims and ingredients lists.
As my daughter grew, she started showing interest in pretend play, including makeup. I was happy to support this, as it encourages curiosity, creativity and imagination. However, I soon realized that a truly clean and safe play makeup didn’t exist in the market.
This is how Jovy was born.
My young daughter is the inspiration and co-creator of the first and only EWG VERIFIED™ makeup made just for kids. I want to protect her jovial and free-spirited nature while she discovers the world around her. I know that’s exactly how every parent feels about their kids. This is where the name Jovy comes from: jovial, jolly, happy.
Through Jovy, we want to keep that jovial energy protected and alive in all kids. We plan to grow and evolve as organically as children do. As we expand, we would love to hear from you —our friends, fellow parents, and customers. Join our conversation on product wishlists, safer ingredients for kids, and label transparency at @purejovy or contact us below.
We’re on this journey together! We hope you and your little ones love this makeup kit as much as we do. It has been a labor of love, patience, and intention.
Our Mission
Why Cosmetics for Kids Have to Change
Knowing which products are safe for children is hard when we have no idea what's in them, with complex ingredient lists only adding to the confusion. Most kids' cosmetics are full of harmful toxins and questionable ingredients, even though sellers claim to be toxin-free or natural - self-proclaimed benefits rarely backed by science.
Clean ingredients, product safety certifications and label transparency should be the standard, especially for companies offering products for your children.
Knowing which products are safe for children is hard when we have no idea what's in them, with complex ingredient lists only adding to the confusion. Most kids' cosmetics are full of harmful toxins and questionable ingredients, even though sellers claim to be toxin-free or natural - self-proclaimed benefits rarely backed by science.
Clean ingredients, product safety certifications and label transparency should be the standard, especially for companies offering products for your children.
Our values
Kids are always first
We believe in doing things the right way, not just the easy way. We believe in being transparent about our products. We are laser-focused on the importance of healthy skin at a young age, for a healthier life as an adult. We worry about this—so that you don’t have to!
Safe and effective formulas
Jovy only uses consciously selected ingredients to secure the best formulation, application and shelf life. We approve only what is strictly needed for product safety and effectiveness. No unnecessary fillers with questionable safety for your little ones.
Label transparency
When it comes to what's in our products, we're all about transparency. That's why we have straightforward labels that make it as easy for you to understand precisely what's in our products. No more guessing games for you!
