Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Joy Hoover, Founder and CEO of Esōes Cosmetics, located in Las Vegas, NV, USA.

What's your business, and who are your customers?

Esōes is a Patent Pending Social Enterprise working to end sexual and domestic violence by fighting to provide safety, solidarity, and sustainable resources with every purchase. We treat consent like we treat our lip color: If it's not a hell yes, it's a no! Esōes is a mix of our passion for fighting hidden violence, which has come from 12+ years working directly with survivors, as well as our families' loss eight years ago of Marcia, Isaac, and Mark Hoover to intimate partner violence. This company is so meaningful to us as we fight to break generational violence not only within our own family but within yours too! Our customers are all lipstick wearers, but we're targeting women ages 16-24 first because they are 3-4 times more at risk of experiencing violence.

Tell us about yourself

I went to school for fashion design & later got my cosmetology license. While in school at Paul Mitchell The School Las Vegas in 2012, I founded a nonprofit working in the prevention and aftercare of sex trafficking. My family and I had the privilege of sharing space with thousands of the absolute bravest humans I know. We linked arms as we moved individuals out of unsafe circumstances, provided safe and inclusive relaxation suites during adult conventions, partnered on their healing journey by providing holistic resources and community care, and celebrated life's highest highs and lowest lows. This work mattered because of the stories we heard from folks whose lives were shattered by violence. And then, it became personal to us as we lost my husband's brother, mom, and dad to domestic violence in 2013. Today, we are raising our two little ladies and breaking cycles of violence as we build a safer world for them. And as a family, we've made it our mission to build a safer world for all of us. One lipstick at a time.

What's your biggest accomplishment as a business owner?

From inception to succession, I built a national nonprofit, scaling and sustaining for over ten years to provide life-saving support and resources to people in the adult industry and aftercare to those affected by domestic sex trafficking. We linked arms with over 10,000 of the most courageous humans, and I'm truly a better leader, woman, partner, and mama because of them! Everything I build is with intention, love, and impact & I'm proud to be an example to my daughters as I fight to build a safer world for them! And I'm seriously so excited that esōes is the next mission I get to put my heart and soul into!

What's one of the hardest things that comes with being a business owner?

Honestly, what isn't hard about being a business owner!? Lol! But If I'm forced to choose, one of the most difficult parts is that you split your time building your mission and leading your vision by protecting it from others' ideas for a company they don't have the courage, passion, and grit to start themselves.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find your why and make sure it's big enough that when your world shatters a few times, you can pick yourself up and keep going.
  2. Find your value & work every day to see your own potential. If you don't, other people will, and they will use it for their own gain.
  3. Find your A-team, and do not settle for less, even if you have to go it alone for a while. Never hire the cheaper talent just because they're cheaper. Find the EXPERTS in their field, be clear with expectations, and trust your gut. A bad hire is EXTREMELY costly. And 50% of the time, they cost you your entire business.

Where can people find you and your business?

Website: https://esoescosmetics.com/
Facebook: https://www.facebook.com/joy.e.hoover
Instagram: https://www.instagram.com/joyehoover/
LinkedIn: https://www.linkedin.com/in/joy-hoover-250437bb/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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