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Las Vegas company developing 'life-saving lipstick' for women

Hoover family
Hoover family

(L-R) Phil Hoover, Ruby Hoover, Joy Hoover, Vivian Hoover

Could cosmetics save lives? According to the World Health Organization, domestic violence affects more than 1 in 4 women in their lifetimes. And many of the crimes go unreported.

That’s why a new Las Vegas-based company is hoping to help women fight back with something you might not suspect: Lipstick. 

Esoes (pronounced S.O.S.) is developing a technologically-advanced cosmetic product to help women get help when they need it most. 

There are situations that individuals in our community are experiencing every single day that are unimaginable to most of us.

Joy Hoover

Joy Hoover is the founder and CEO of Esoes. She said the innovative lipstick, which will be available in a variety of colors, will contain a test token in the base that can be used to test a drink for the most common "date rape" drugs in less than a minute.

It'll also have a Bluetooth connection to a customizable app that will help you connect to friends, emergency contacts and/or authorities.

Drug-facilitated sexual assault is something that's not talked about a lot, and there are very few things that are on the market today that are really going to mitigate or prevent it.

Joy Hoover

The idea of offering a common product with hidden safety features took shape following a family tragedy that changed her, her husband and her family's lives forever.

In 2013, Phil Hoover's father shot and killed Phil's mother, Phil's brother, and himself at the family's Michigan home after a domestic dispute. 

We believe he kind of lost connection with reality... we don't want anyone else's last words to be on a 911 phone call.

Phil Hoover

After years of processing, therapy and family discussions, the Hoovers put Esoes in motion. Phil Hoover said he believes that a product like this could have made the difference. The lipstick is convenient and discreet.

If she could have had a tool like this where she could have connected to another person and said, 'I need some help,' I think it would have changed some things.

 Phil Hoover

The Hoovers are aiming to put the lipstick in the hands of women everywhere in the beginning of 2023.

Joy Hoover, CEO/founder, esoes cosmetics; Phil Hoover, co-founder

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Lorraine Blanco Moss is the host of KNPR's award-winning Asian American Pacific Islander podcast, Exit Spring Mountain. She's also a former producer for State of Nevada, specializing in food and hospitality, women's issues, and sports.