Our Story

Joy Hoover, our fearless founder, knows a thing or two about turning challenges into change. She spent over a decade supporting survivors of gender-based violence through her nonprofit, The Cupcake Girls. After loss of her mother-in-law and brother-in-law to domestic violence she took on new mission to create life-saving products for real-life situations. 

Esōes Cosmetics (pronounced S-O-S) is beauty with a purpose. Our lipstick doesn’t just make you look amazing—it’s designed to keep you safe. With built-in drink test strips and a Bluetooth help button, this is the ultimate accessory for anyone who wants to feel confident and protected, wherever they are. It’s beauty that’s smart, bold, and ready for anything—just like you.

At Esōes, we believe safety is for everyone. Whether you’re out with friends or navigating the everyday, we’ve got your back. We’re here to make prevention easy, protection stylish, and awareness loud.