Joy Hoover

Joy Hoover is an award-winning inventor and activist in women’s safety, with 15 years of experience working with over 10,000 survivors. Her passion is deeply personal, driven by her own assaults and the tragic loss of her mother-in-law & brother-in-law to intimate partner gun violence. Joy created a patented lipstick with built-in roofie test strips and a Bluetooth connected panic button + safety app, blending beauty, science, and technology to revolutionize personal safety. Through her startup, Esōes (pronounced SOS) Cosmetics, Joy is making protective measures more accessible and empowering individuals against drug-facilitated sexual assault and domestic violence. Her work has been featured in major publications like the NY Post and InStyle, and she even pitched her concept on Entrepreneur’s Elevator Pitch. Joy is also a proud mama and ally to 2 fierce little ladies, partner in life and business with her husband of 19 years, and lover of big hats, cheetah print, and her hometown, Las Vegas, Nevada!