Esoes Safety

is a mission-driven brand founded by Joy Hoover, built on the belief that safety should be a right—not a privilege. After spending over a decade supporting survivors of trafficking and gender-based violence through her nonprofit work, Joy’s mission became deeply personal following the loss of her mother-in-law and brother-in-law to domestic violence.

Rather than letting grief define her, Joy transformed it into action. Esōes was created to offer real, practical safety solutions for women, blending tech-enabled design with everyday beauty products to make personal safety accessible, discreet, and empowering. Rooted in advocacy and community care, Esōes challenges the idea that women need more warnings—and instead delivers tools that support autonomy, confidence, and protection.

At Esōes, safety isn’t an afterthought—it’s the whole point.