Women Inspiring Nevada: Joy Hoover, CEO + Founder, The Cupcake Girls

Joy Hoover

As a hair and makeup artist, Joy Hoover was often exposed to powerful stories from adult-industry workers. Hearing of their unmet needs motivated her to help, and what started as a simple gesture of bringing cupcakes into strip clubs ultimately led Hoover to establish The Cupcake Girls.

The Cupcake Girls is a nonprofit that provides support and resources to people in the adult industry and aftercare to those affected by domestic sex trafficking. With locations in Las Vegas and Portland, and clients in more than 22 states, Hoover has built a community by creating safe and inclusive spaces for an often-marginalized group—offering more than $1.2 million in resources and referrals to hundreds of new clients in 2020 alone.

Hoover helped start the Hidden Violence Coalition, a partnership of nonprofits working together to address domestic violence in Las Vegas, and she is a member of the Jameson Fellowship, fostering collaboration among community leaders to influence change.

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