The initial offering from Esoes Cosmetics, situated in Las Vegas and called “S.O.S.,” is lipstick designed to aid in the safety of its target demographic. On Friday, the firm released a liquid lipstick in a container that can identify common date-rape chemicals with test strips.
And it features a button that, when pressed, sends a Bluetooth signal to the company’s smartphone app, which then notifies the appropriate people or authorities. C.E.O. and founder Joy Hoover said the product took a year to develop and is now available for purchase on the company’s website.
“It’s kind of an honor owed to my mother-in-law,”-Joy Hoover, C.E.O of Esoes Cosmetics, says
On October 28 last year, she said, “We introduced the idea in our garden.” My mother-in-law would have turned 72 on the 28th, but she was murdered the day before. Keeping people safe is a debt we owe to her since it ensures a brighter future for our girls and, indeed, for everyone in our community.
The lipstick comes in three different shades and costs $49.95. Hoover has stated that she intends to expand her makeup selection in the future. However, she chose to debut with lipstick because it is the product that gets the most use. Lipstick and a cell phone are two items that most women always have on them, according to Hoover. Most people can feel safe carrying only these two items in their wristlets whenever they go out.
Hoover explained that one of the company’s three pillars is an effort to end domestic and sexual abuse, not just make money off of selling lipstick. She mentioned that developing new, secure products was the first pillar. Thirdly, a foundational element is teaching consumers how to spot the indications of abuse and respond appropriately or get help. The second foundation is cooperating with N.G.O.s to aid survivors and victims.
