I’m Amy, founder of by.jovi, mum of two, and a hairstylist with over 10 years of hands-on experience.

Entering my 30s, in the thick of motherhood and personal growth, I felt a deep pull to create something that reflected where I’ve been, and where I’m going.

by.jovi was born from that shift. A blend of everything I love: the science of healthy hair, the transformative power of scent, and the quiet moments of care we carve out for ourselves.

This isn’t just about looking good. It’s about feeling grounded in your daily rituals.

Our signature scent doesn’t just smell beautiful, it delivers real hair benefits with every drop.

This is a piece of me. And maybe, a piece of you too.