The Jovy Standard

Our mission is to raise the standard for kids' cosmetics. Here's how:

  • Independent Verification

    We don’t define our own standard of “safe.” Jovy became the first makeup made just for kids to earn EWG VERIFIED®, providing real independent proof behind our standards.

  • Testing Beyond the Label

    Dermatologist tested. Ophthalmologist tested. Gluten-free tested. Heavy-metal tested. Because a thoughtful ingredient list is only part of the story.

  • Thoughtful Formulation

    Premium formulas designed with young skin in mind, using carefully selected ingredients and leaving out performance features kids don’t need.

  • Full Transparency

    Parents deserve to know exactly what’s inside. We disclose every ingredient, including what’s in our aroma and flavor, even when not legally required.

Independent Proof Behind the Jovy Standard 

Lots of products call themselves “clean,” “safe” or “non-toxic.” We wanted a standard parents wouldn’t simply have to take our word for. That's why Jovy became the first EWG VERIFIED® makeup made just for kids.

The Environmental Working Group (EWG) has spent decades researching the safety of ingredients in everyday products. Its EWG VERIFIED® mark is one of the strictest standards in personal care, and products can't just pay for it. They have to earn it.

To be EWG Verified, a product must:

  • Avoid EWG's list of ingredients of concern, which are ingredients linked to health or environmental problems.
  • Disclose every ingredient, including what's in the "fragrance."
  • Meet strict manufacturing standards so that what's on the label is what's in the bottle.

Why it matters: Ingredient labels can be hard to decode, and "non-toxic" and "natural" have no legal definition. Any brand can use those words. EWG Verified is different. An independent group of scientists has reviewed the formula, so you don't have to research every ingredient yourself.

Real Makeup. Designed with Young Skin in Mind. 

For kids, makeup can be color, shimmer, dress-up and imagination—another way to create. Jovy isn’t about covering up, looking older or telling kids they need makeup. It’s about giving them a thoughtful way to enjoy something they already love.

Real makeup. Made differently for kids.
Jovy is real, premium makeup—not toy makeup, and not adult makeup repackaged for children. We formulate from the ground up with young skin, and the way kids actually use makeup, in mind.

Less of what they don’t need. More of what their skin will love.
Kids don’t need formulas engineered for all-day wear or waterproof performance. Instead, we focus on beautiful color and shimmer alongside ingredients like avocado oil, vitamin E, and berry extracts chosen to help moisturize, soothe and provide antioxidant support.

Made for play—not beauty pressure.
No kid influencers. No pressure to look older or different. Just room to play, create and explore.

Shop Jovy

Looking for a specific ingredient?

At Jovy, we've made it our mission to provide you with straightforward information, allowing you to make informed choices without any hassle. We want to ensure that you can effortlessly understand the composition of our products by simply glancing at our labels and ingredients glossary. 

Mica

A mineral-derived coloring agent that adds shimmer, sparkle, or a glow effect to your products. It belongs to a group of 37 earth-derived silicate minerals commonly used in cosmetics.

Calcium Sodium Borosilicate

A reliable synthetic derived from minerals. It has a natural origin but needs a little lab help to make it suitable for use in products. It acts as a thickening agent, ensuring the formulas have the right texture and feel.

Bis-Diglyceryl Polyacyladipate-2

A reliable synthetic created in the lab to excel in its performance while remaining safe for your skin. It enhances textures, providing a balmy and cushion-like feel, excellent adhesion, and a glossy finish.

Octyldocecyl Stearoyl Strearate

A reliable synthetic derived from vegetables. With a natural origin, it needs to be processed in the lab to be safe for use in consumer products. It keeps your skin hydrated and nourished, and in formulas, it helps achieve the desired viscosity for a perfect feel.

Pentaerythrityl Tetraisostearate

A reliable ingredient derived from vegetables. With a natural origin, it needs to be processed in the lab to be safe for use in consumer products. It acts as a skin conditioning agent, keeping the skin moisturized. In formulas, it enhances textures, providing a rich and cushiony skin-feel and high gloss levels.

Persea Gratissima (Avocado) Oil

A natural, nutrient-rich skin emollient containing vitamins, antioxidants, and fatty acids. It nourishes and moisturizes the skin, leaving it soft, smooth, and fresh while helping maintain hydration and protect against environmental damage.

Magnesium Myristate
A natural mineral texture enhancer resulting from the combination of magnesium salt and myristic acid, found naturally in palm and coconut oil. It adds creaminess and a velvety texture to your products, ensuring a pleasant touch.
Caprylyl Glycol
A trustworthy synthetic derived from caprylic acid, naturally occurring in palm and coconut oils. It acts as a skin and hair conditioning agent, keeping them smooth and moisturized. In formulas, it provides preservation properties.
Vaccinium Myrtillus Fruit Extract
A plant-derived extract from bilberry, a dark berry similar to blueberries. It is a potent antioxidant that boosts the skin's defense mechanism, protects against environmental stressors, and provides skin-calming benefits. In formulas, it enhances the stability of preservative blends.
Magnolia Officinalis Bark Extract
A natural bark extract from a small medicinal tree in Asia with a long history of soothing the skin. It is a potent antioxidant with soothing effects, and in formulas, it also contributes to formula preservation.
Helianthus Annuus (Sunflower) Seed Oil
A plant-derived oil extracted from sunflower seeds. It strengthens the skin barrier, delivers antioxidants, soothes irritated skin, and works wonders for sensitive skin. Its high concentrations of oils and Vitamin E make it an excellent emollient agent, while its antioxidant properties neutralize free radicals from pollution and UV light.
Tocopherol
A naturally occurring vitamin E derived from plant sources like soy, rice bran, or flax oils. It soothes, moisturizes, and protects the skin, supporting its lipid barrier and defending against the sun, pollution, and other environmental stressors. It also acts as a stabilizing ingredient in formulas.
Caprylic/Capric Triglyceride
A natural, nutrient-rich antioxidant derived from coconut oil and glycerin. It keeps the skin hydrated, smooth, and soft, while its antioxidant properties protect against environmental stressors. In formulas, it helps blend all the ingredients seamlessly.
Silica
A natural texture enhancer that promotes even pigmentation and smooth application on the skin. It improves the distribution of pigments in cosmetics and prevents them from settling, resulting in a smooth and consistent look.
Lauroyl Lysine
A naturally occurring amino acid that imparts a softening and silky feel to the skin. In formulas, it helps achieve a perfectly balanced texture.
Calcium Aluminum Borosilicate:
A reliable synthetic thickening ingredient created in the lab to excel in its performance while being safe for the skin. It is commonly used in powder products to achieve the desired consistency and texture.
Tin Oxide
A trustworthy synthetic derived from mineral. With a natural origin, it needs to be processed in the lab to be safe for use in consumer products. It moisturizes and hydrates the skin while providing a rich, creamy, and luxurious feel and appearance in formulas.
Titanium Dioxide
A natural texture enhancer that contributes to a glossy texture in products. It is a mineral-derived pigment commonly used in cosmetics to adjust colors, creating cuter and lighter shades. It is the non-airborne type, ensuring safe application.
CI 77491 (Iron Oxides)
Mineral-derived pigments that add vibrant colors to your products. They are used to create captivating makeup shades and provide protection against visible light for the skin.
Manganese Violet
A mineral-derived pigment, an inorganic salt known as ammonium manganese pyrophosphate, used as a colorant. It lends products a perfect purple finish.
CI 77007 (Ultramarines)
Mineral-derived blue pigment consisting of sodium, aluminum, silicate, and sulfate. They help formulas achieve the desired blue tones, particularly in eyeshadows.
Ricinus Communis (Castor) Seed Oil
A vegetable oil derived from castor beans, known for its abundance of skin-beneficial fatty acids. It nourishes the skin, imparting a healthy glow and enhancing the absorption of other cosmetic ingredients.
Sorbitan Olivate
A natural ingredient that results from the combination of fatty acids from olive oil and sorbitol, a dehydrated sugar. It is a natural antioxidant that keeps the skin nourished and moisturized, mimicking the skin's own moisture. It aids in the effective mixing of ingredients in formulations, making it particularly beneficial in lip products.
Euphorbia Cerifera (Candelilla) Wax
A natural wax commonly used in lip care products, providing protection against environmental stressors while keeping the lips smooth and nourished. It shares beneficial properties with beeswax but is of vegan origin. In formulas, it contributes to the perfect balmy consistency, offering a luscious touch.
Aroma/Flavor
A 100% naturally derived aroma with a raspberry scent.
Punica Granatum (Pomegranate) Seed Oil
A natural extract obtained from pomegranate shrub bark and pomegranate fruit seeds. It is rich in antioxidants that promote skin healing and protection against damage. With its fatty acid content, including omega-3s, it soothes and refreshes the skin, maintaining its smooth and healthy appearance.
Synthetic Fluorphlogopite
A synthetic ingredient created in the lab to deliver optimal performance while being safe for the skin. It acts as a thickening agent, contributing to the perfect glossy texture. It is considered safe and non-irritating to the skin.
Decylene Glycol
A synthetic ingredient formulated in the lab to excel in its intended purpose while being skin-safe. It imparts slip to products, facilitating easier application, and possesses properties that support the preservation system of cosmetics.
Beta-Ionone
A naturally derived ingredient found in flowers, fruits, and vegetables, it contributes floral, woody, sweet, fruity, berry, and tropical notes to fragrance compositions, adding a delightful aroma.
Raspberry Ketone
This natural substance gives red raspberries their powerful aroma and imparts a fruity raspberry tone to fragrances, enhancing their olfactory appeal.
Vanillin
While the majority of vanillin is derived from petroleum, a small portion is derived from natural sources such as rice and other natural sources. Jovy uses only rice-derived vanillin. It is highly valued for its intense sweetness and finds its application in high-cost luxury perfumes. It provides a versatile vanilla-like scent that can be incorporated into various fragrance types, including woody, herbaceous, ambery, and floral.
Anisaldehyde
Anisaldehyde is a natural isolate extracted from anise. It adds a floral note to fragrances, contributing to their overall complexity and elegance.
Methylbenzyl Acetate
This ingredient is naturally found in gardenia flowers and provides fragrances with a combination of floral and fruity notes, enhancing their allure and character.
Maltol
A naturally occurring organic compound, it is primarily used as a flavor enhancer. It can be found in the bark of the larch tree, pine needles, and roasted malt. Known for its cotton candy and caramel-like aroma, it imparts a sweet scent to fragrances.
Benzyl Acetate
It is a natural compound present in a variety of flowers, such as jasmine, as well as fruits like pear and apples. With its pleasant and sweet aroma, it is widely used in perfumery, cosmetics, and flavorings.
Alpha Ionone
It is a natural aroma compound found in essential oils, including rose oil. It lends fragrances a distinct raspberry and blackberry note, adding a fruity touch to their composition.
Ethyl Acetate
It is a natural compound found in many fruits, such as pineapples and sweet oranges. It is valued in perfumery for its sweet and fruity smell and its ability to evaporate on the skin without leaving any residue, allowing the fragrance to remain appealing.
Isoamyl Acetate
It is a naturally produced compound during fruit ripening. It creates a strong, fruity banana or pear odor that is widely used to flavor foods, attract bees, and improve the scent of perfumes.
3 Hexenol
It is a naturally occurring compound found in fresh-cut grass. It possesses powerful green and transparent floral notes, reminiscent of the natural fragrance of freshly mown grass.
Terpineol
It is a naturally occurring unsaturated alcohol present in various flowers, including narcissus and freesia, as well as herbs like marjoram, oregano, and rosemary. With its pleasant odor resembling lilac, it is commonly used in perfumes, cosmetics, and flavors to add a touch of floral charm.
CI 77499 (Iron Oxides)
Black mineral-derived pigment that add vibrant colors to your products. They are used to create captivating makeup shades and provide protection against visible light for the skin.
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