Jovy is raising the standard for kids’ play makeup with safety, transparency, and thoughtful formulation at the heart of creative play. As the first EWG VERIFIED® play makeup made for kids, Jovy combines independently verified standards for ingredient safety and transparency with nourishing ingredients and shimmery, mineral-derived colors—without harsh chemicals or synthetic dyes commonly found in the category.

Created by a mom who wanted better options for her daughter, Jovy was built around a simple belief: kids should have the freedom to enjoy the creative play they love, with products parents can feel good about choosing. Because when it comes to products made for kids, families should expect higher standards.

Founder of Jovy, a pioneering kids’ makeup brand and the first and only to earn the EWG VERIFIED® mark for play makeup. Jovy was created to give children the freedom to explore color and creativity while giving parents confidence in the products they choose for them.

Inspired by my youngest daughter, who developed skin sensitivities at an early age, I began looking more closely at the products made for children as she became interested in makeup and creative play. I was surprised by how difficult it was to find options that met the standards I wanted for my own family. What began as a personal search grew into a mission to raise the standard for an entire category.

Before launching Jovy, I spent more than 15 years in business development, customer engagement, and marketing across North and Latin America. I hold an MBA in Marketing and am passionate about building Jovy into a brand that gives families better choices—without taking away any of the fun of being a kid.