MakeUp in World

2025 February, 12 & 13

LA Convention Center

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Joy Hoover

Joy Hoover


Inventor, Founder, & CEO

Meet Joy Hoover, an unstoppable force of strategic innovation and powerful brand building. She’s not your average thought partner, consultant, and speaker – she’s the life of the digital, on-air, and in-person party! With 14 years of experience in safety activism, Joy is your go-to champion for social justice, creating systemic change while cultivating essential resources and safe spaces of belonging.

Joy is the mastermind behind three nationally acclaimed social impact startups, was recently nominated for the Vegas Top Tech Awards, and won the Entrepreneur of the Year award at the 2022 Iconic Women of Distinction Awards. She’s a collector of accolades, having been celebrated as Vegas Inc’s Women Inspiring Nevada in 2021, the proud recipient of the Soroptimist International of Las Vegas 2020 Ruby Award, and honored with the Clark County Law Foundation’s 2019 Champion of Justice Through Service.

Joy has also been turning heads globally with features in hundreds of print and media articles. NPR, LA Times, Huffington Post, Vice, Yahoo Finance, Cosmetics Design, and The Street have all shared parts of Joy’s inspiring message. And as an accomplished public speaker, Joy shares with audiences from cozy gatherings of 50 to stadium-sized crowds of 10,000. Her speaking engagements include some amazing companies like: Lululemon, Rimini Street, TEDx, Hard Rock, the City of Las Vegas, and Zappos.

Joy’s personal life is as vibrant as her professional journey. Joy and her husband Phil just celebrated 18 years of marriage, 15 years of entrepreneurship, and 11 years of therapy (because, let’s face it, we all need it). Joy and Phil are on a mission to make the world a safer place and they’re not just talking about it, they’re linking arms with their community and knocking down barriers. Their latest endeavor, ‘Esōes Cosmetics,’ is gaining massive notoriety as the first-ever patented personal safety cosmetics line. These products combine beauty, science, and technology to fight the epidemic of drug-facilitated sexual assault and violence.

So, whether she’s leading a movement of change, creating impact from the stage, or revolutionizing the cosmetics industry, Joy Hoover is the epitome of passion, purpose, and pure, unadulterated fun. She’s not only a trailblazer; she’s a human who gives a sh*t!