Our Story

Our Story

How it all started

I never saw my skin as an organ, but that all changed once I became a mother. 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 ever vegan play makeup kit formulated under the guidelines of a global scientific organization - EWG. 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.

Reach out

Our Mission

Why Cosmetics for Kids Have to Change

Our purpose is to raise the standards for kids' cosmetics by always providing full-label transparency with the cleanest, safest, and most effective formulations, one product at a time. We believe in healthy skin, joyful kids, healthy life.

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 Mission
Why Cosmetics for Kids Have to Change
Our purpose is to raise the standards for kids' cosmetics by always providing full-label transparency with the cleanest, safest, and most effective formulations, one product at a time. We believe in healthy skin, joyful kids, healthy life.

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.

Jovy’s Promise

When you choose Jovy you're getting more than just our products. You're getting our promise to...
Keep kids’ safety as our top priority
Keep kids’ safety as our top priority
Use all-natural aroma/fragrance
Use all-natural aroma/fragrance
Selectively use synthetic, science-backed ingredients, only when strictly necessary
Selectively use synthetic, science-backed ingredients, only when strictly necessary
Utilize subtle colors and fun shimmer that are easy to clean from skin and surfaces
Utilize subtle colors and fun shimmer that are easy to clean from skin and surfaces
Provide full label transparency and ingredient disclosure
Provide full label transparency and ingredient disclosure
Make the core of our formulas natural origin ingredients (90-95%)
Make the core of our formulas natural origin ingredients (90-95%)
Formulate products to reduce mess - products should be easy to use, put away, and reuse
Formulate products to reduce mess - products should be easy to use, put away, and reuse
Manufacture following the strictest European Union quality standards and EWG guidelines to ensure our product safety
Manufacture following the strictest European Union quality standards and EWG guidelines to ensure our product safety
Jovy’s Promise
When you choose Jovy you're getting more than just our products. You're getting our promise to...
Keep kids’ safety as our top priority
Keep kids’ safety as our top priority
Use all-natural aroma/fragrance
Use all-natural aroma/fragrance
Selectively use synthetic, science-backed ingredients, only when strictly necessary
Selectively use synthetic, science-backed ingredients, only when strictly necessary
Utilize subtle colors and fun shimmer that are easy to clean from skin and surfaces
Utilize subtle colors and fun shimmer that are easy to clean from skin and surfaces
Provide full label transparency and ingredient disclosure
Provide full label transparency and ingredient disclosure
Make the core of our formulas natural origin ingredients (90-95%)
Make the core of our formulas natural origin ingredients (90-95%)
Formulate products to reduce mess - products should be easy to use, put away, and reuse
Formulate products to reduce mess - products should be easy to use, put away, and reuse
Manufacture following the strictest European Union quality standards and EWG guidelines to ensure our product safety
Manufacture following the strictest European Union quality standards and EWG guidelines to ensure our product safety

Our values

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!

Kids modelling The First Plant-Based, Clean-Certified Play Makeup for Kids

Safe Ingredients To Protect and Nourish Kids' Skin

Learn more
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!