Jovy Makes EWG VERIFIED Makeup with Plant-Based Ingredients for Play
Laura McQuarrie — May 16, 2024 — Life-Stages
The advanced beauty formulations available on the market offer targeted benefits for their intended audience, yet their accessibility raises concerns when they fall into the hands of young consumers—prompting the birth of Jovy, the first and only EWG VERIFIED makeup made for kids.
Uniquely poised to address Gen Alpha's skincare obsession, Jovy offers kid-safe makeup products powered by clean, vegan, plant-based ingredients and mineral-derived colors. Within the Kids Makeup Bundle, there's a Makeup Kit and Stencils that responsibly support play and experimentation with age-appropriate color cosmetics.
While Jovy's Sparkle Berry Lip Gloss is soft, shimmery, non-sticky and infused with natural, nourishing ingredients, the brand's Dual Eyeshadow-Blush is made with blueberry extract to strengthen the skin barrier.
Uniquely poised to address Gen Alpha's skincare obsession, Jovy offers kid-safe makeup products powered by clean, vegan, plant-based ingredients and mineral-derived colors. Within the Kids Makeup Bundle, there's a Makeup Kit and Stencils that responsibly support play and experimentation with age-appropriate color cosmetics.
While Jovy's Sparkle Berry Lip Gloss is soft, shimmery, non-sticky and infused with natural, nourishing ingredients, the brand's Dual Eyeshadow-Blush is made with blueberry extract to strengthen the skin barrier.
Trend Themes
1. Kid-friendly Beauty Products - Brands like Jovy are pioneering beauty products that are specifically formulated to be safe for young children, utilizing clean and plant-based ingredients.
2. EWG VERIFIED Cosmetics - The trend of EWG VERIFIED cosmetics ensures transparency and safety in personal care items, especially for vulnerable demographics such as children.
3. Age-appropriate Cosmetics - Development of age-appropriate cosmetics allows young consumers to engage in beauty routines without compromising their health or safety.
Industry Implications
1. Children's Skincare - This industry is expanding with products that cater specifically to the delicate skin and unique needs of young children.
2. Clean Beauty - Clean beauty products, free from harmful chemicals, are gaining traction and setting new standards for safety and efficacy.
3. Natural Personal Care - The natural personal care industry focuses on products made from plant-based and mineral-derived ingredients, appealing to health-conscious consumers.
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