Joy Hoover is an audacious innovator, social impact entrepreneur, and founder of Esōes Cosmetics, the world’s first patented smart lipstick designed to fight drug-facilitated assault. For 15 years, she’s built nationally recognized startups, won awards like Top Tech of the Year and Entrepreneur of the Year, and been featured in NYPost, InStyle, and NYLON.

A passionate advocate for safety and agency as human rights, Joy brings bold ideas to life, always with cheetah print, bold lipstick, and a mission to inspire action. She’s a partner in life and business to her husband of 19 years Phil, and mama to two fierce daughters Vivi and Ruby.

At the intersection of social justice, entrepreneurship, and storytelling, Joy is here to shake things up and make change happen.