Welcome to Esōes
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.
CEO, Inventor, Founder
Joy Hoover
- 13+ years of Entrepreneurship
- $7.5M+ raised
- 3X Founder in Women's Safety Space
- Accomplished TEDx Public Speaker
- 2024 Top Tech of the Year Award
- 2022 WODA Entrepreneur of the Year
My own invention saved our home!
In July 2024, Joy's Esōes tech-enabled lipstick became more than a safety tool—it saved her home. When a fire broke out, she used the lipstick to contact emergency services. Thanks to its priority dispatch feature, Las Vegas Fire and Rescue received her exact location and arrived on the scene within just 6 MINUTES!
I wish my Mother-in-law had it too.
Over a decade ago, Joy's family faced a tragic loss when her mother-in-law and brother-in-law lost their lives at the hands of her father-in-law. But she turned her pain into purpose, empowering over 10,000 survivors with care and support. Now, with Esōes Cosmetics, she’s taking her mission further—raising awareness, driving action, and helping prevent drink-spiking and violence against women.