Jovy is a hyper-clean brand for kids that uses natural and synthetic ingredients, all of which are tested and proven to be safe. Our formulas don’t contain toxins or any harmful ingredients. As we know, there are good and bad chemical ingredients, just like there are good and bad natural ones. We do try, however, to have mostly natural formulations. Our formulas will always have a higher percentage of proven-safe fruit, vegetable and plant-derived ingredients. Our current formulations have 90-95% natural origin.
We analyzed several products in the market that were targeted to kids, some with all natural ingredients, including no preservatives. Some of the lip formulas we tested were already rancid, even though they were new. According to the Good Face Project, microbes are likely to form, grow, and spread in makeup and skin care without an effective preservative.
As with many unregulated phrases, all-natural doesn't equal safe if the formula is contaminated or unstable. Our focus is providing the safest formulas with the safest ingredients, natural or synthetic. That's why we're the first and only EWG VERIFIED play makeup make just for kids.
