Meet Joy Hoover: Building What Women Actually Need

Joy Hoover doesn’t just talk about change, she builds it. As the founder of The Cupcake Girls, she spent over a decade supporting survivors of trafficking and gender-based violence. But in April 2013, that mission became personal.

Her mother-in-law’s final words were a desperate cry for help on a 911 call. In moments, both she and Joy’s brother-in-law lost their lives to domestic violence. Instead of letting grief define her, Joy and her partner turned it into a mission: making safety a right, not a privilege.

That’s why she founded Esōes Cosmetics (pronounced S-O-S). Because women don’t need more warnings, we need real solutions. Through tech-enabled beauty and community-driven advocacy, Esōes is redefining personal safety and disrupting gender-based violence. After all, we are the one's we've been waiting for! 

At Esōes, safety isn’t an afterthought, it’s the whole damn point! Whether you’re out on a date, heading home late, or just living your life, we’ve got your back. Period.