LAS VEGAS (KLAS) — She’s main a cost of change within the Las Vegas valley. Pleasure Hoover is an entrepreneur with one factor in thoughts; girls’s security. She says she desires to be a part of the answer, stopping violence earlier than it occurs. And she or he’s doing it with one thing so small it might slot in a purse.
Lipsticks colours that pop, with function. That’s what Hoover had in thoughts when she created ESOES Cosmetics. She calls it a lipstick revolution.
“Our entire thought with ESOES is covert security,” mentioned Hoover, the founder and CEO of the Las Vegas-based firm.
What does ESOES imply? “Mainly it’s the phonetic spelling of ESOES (SOS),” Hoover mentioned. “Our lipstick has roofie check strips and a panic button that connects to a customizable security app.”
She calls it life-saving and easy. “Pull out the strip. Dip it in your drink. Put it again in your lipstick after which shut it.” In only a few minutes it’ll decide whether or not a drink is spiked, or protected. However Hoover didn’t cease there. She added a tech part with a customizable app and 24/7 monitoring.
Displaying off the app on her telephone she mentioned, “While you really maintain the brand it turns into security mode.” There you possibly can create a personalised message earlier than you even go away the home after which instantly ship a textual content or telephone name to your chosen contacts with a button in your lipstick tube. If you happen to don’t reply or give the fallacious pin, the service will instantly dispatch first responders.
“My ardour has at all times been security, particularly girls’s security,” Hoover mentioned. She spent over a decade advocating for ladies’s security in Las Vegas. “You may’t see that and simply stroll away from it.”
Now she’s centered on prevention, nationwide. Right here on the intersection of magnificence, science, and expertise the place the lipstick, tube, and design are all made domestically.
The lipstick formally launched in July and she or he’s already had greater than 75,000 orders from everywhere in the United States. Her purpose she mentioned, is to get it into the palms of as many ladies as she will.
“If I didn’t suppose this product was wanted earlier than, I’m sure that it’s now,” she mentioned.
The lipstick is available in 5 colours and it’s all obtainable on-line. The starter pack features a shade and strips. The tech is just below $65.
ESOES Cosmetics was just lately featured on the hit YouTube present, “Entrepreneur Elevator Pitch.” Hoover was given a $10,000 grant and is at the moment on the lookout for extra traders. She mentioned she desires survivors to personal fairness in an answer.
