Joy Hoover, the creator of Esōes Cosmetics—pronounced as S-O-S—is behind a unique beauty brand that incorporates technology to aid women encountering gender-based violence. Her venture gained significant traction, delivering products nationwide before it faced an unexpected challenge. A devastating fire razed their offices, bringing operations to a sudden stop. “We lost every bit of our inventory,” Hoover recounted.

In a heartfelt episode of Entrepreneur Therapy, hosted by Dr. Drew and Kim Perrel, she shared her experience. Hoover mentioned that the blaze not only obliterated her entire product line but also put the company’s foundational technology to the test. One of the brand’s standout products is a lipstick that includes an integrated panic button for emergencies. This very feature turned out to be crucial during the fire incident.

Hoover stated, “Our lipstick played a critical role in preventing our home from burning entirely. By activating the button, fire trucks arrived within five minutes. If it had taken them ten more minutes, they might not have been able to save it.”

After the fire, her employees worked for free and took on side jobs to keep the business afloat. Hoover tried to stay strong for her team, but it took a toll on her emotionally. Dr. Drew spotted this and encouraged her to stop pushing through the pain without acknowledging it. “You gloss over horrible things and keep moving forward,” he said. “It’s okay not to be okay.”

Perell reminded Hoover that resilience doesn’t mean pretending everything is fine. “You’re showing up with so much courage,” she said. “But you’ve got to also fill your own cup.”

She also advised Hoover not to rush the rebuild, but to view it as a long-term investment. “It’s not going to be like tomorrow it’s all fixed,” she said. “Being really thoughtful and strategic is what’s going to get you there.”