F The Status Quo
At NOVA, we believe women will change the world—and we're here to help light the match.
Our purpose goes far beyond products. We’re building a brand rooted in authenticity, activism, and unapologetic empowerment. From racial justice and gender equity to mental health advocacy and environmental sustainability, we’re committed to shifting systems that weren’t built for women to thrive.


Women will change the world
Women hold the keys to shaping a future beyond our wildest dreams. Unleashed to function at their fullest potential, the metamorphosis they will ignite promises to be nothing short of revolutionary. The world as we know it is far from perfect and we can't afford to stand idle; it's time to trade in complacency for action, beginning with individual and local initiatives. Indeed, every seismic shift begins with a ripple - even the smallest step can make an immeasurable difference.
The road may be steep and the journey tough, but we're more than ready to roll up our sleeves and get to work. It starts with self-transformation - cultivating a spirit that dares to challenge the status quo, embracing your unique identity and harnessing your intrinsic power. Then, it's time to look the world in the eye, say, “F it” and rise to meet your destiny.
These are the platforms we strive to influence through our initiatives, each an opportunity to empower another NOVA woman, catalyzing a ripple of change that expands into a tide of transformation.
Social justice and equality for all individuals, regardless of their race, gender, sexual orientation, or socioeconomic status.
Toppling the pillars of systemic oppression and ushering in a world marked by justice and equality is not a mission we take lightly. It's a monumental task that demands time, dedication, and unyielding resilience. But at NOVA, we believe it's not just a lofty ideal; it's an absolute imperative. We pledge to use our voice relentlessly, striving to repair the fractures in our society and reshape our world into one that is not only more equitable but also fosters the brightest light to shine from within every individual. We claim a society where thriving diversity and love are universal, cultivating a vibrant and multi-faceted tapestry of human experience and societal contributions.
Every human being deserves dignity, safety, and the freedom to thrive with no exceptions. Women's rights, LGBTQIA+ rights, Black and Brown lives, and immigrant protections are not radical, they're fundamental. We must go beyond the bare minimum and support leadership and funding for women of color, defend LGBTQIA+ youth and trans rights, push for police and immigration reform, and demand global equity. When we truly honor every identity, we unlock a more just, empowered, and iconic world.
Mental health is essential to overall well-being, and everyone deserves access to high-quality care no matter their income, insurance status, or background. We must enforce mental health parity, expand funding and telehealth, and promote trauma-informed care that fosters healing and resilience. Ending stigma through education and awareness is key to creating a future where people feel safe to seek help and live fully. From the workplace to our healthcare systems, mental health must be prioritized, respected, and fully supported.
Protecting the planet is no longer optional. NOVA stands for bold climate action, a transition to renewable energy, and sustainable practices across all industries. Conservation of natural resources and ecosystems must go hand in hand with environmental justice, ensuring all communities — especially marginalized ones — have access to clean air, water, and land. Even our Rhodiolife in Breakthrough is sustainably sourced because every choice matters.
Criminal justice reform means ending mass incarceration and embracing restorative, community-based approaches to justice. We must reduce prison populations by decriminalizing drug offenses, eliminating mandatory minimums, and promoting alternatives to incarceration. Restorative justice prioritizes healing over punishment, while police reform must focus on accountability, de-escalation, and rebuilding trust. Marijuana reform is a key part of this broader transformation.
Healthcare is a basic human right, and universal coverage is essential to a just and equitable society. We advocate for a single-payer system that ensures comprehensive care for all, regardless of income or insurance status. Prescription drug costs must be addressed through price negotiations and access to safe, affordable alternatives. Everyone deserves the care they need to live a healthy life.
Education empowers individuals, fuels opportunity, and strengthens society. We must increase funding for public schools, raise teacher pay, and ensure safer learning environments for all students. College should be more affordable starting with expanded Pell Grants and reduced student debt, with a long-term goal of free higher education. STEM education must also be prioritized, especially for girls and students in marginalized communities.
Economic equity means creating a system where everyone has the opportunity to thrive. We support progressive taxation to ensure the wealthy contribute their fair share to the public good. A living wage is essential for individuals and families to meet basic needs and fully engage in the economy. Workers deserve strong protections, including fair labor practices, safe workplaces, and paid leave.
Marijuana should be federally legal. Current laws are outdated and continue to cause harm, particularly in marginalized communities. We support full legalization, regulation, and taxation of marijuana, along with mass commutations and clemency for non-violent offenses. Records should be expunged to remove barriers to housing, employment, and opportunity. Legalization must also include racial justice by ensuring access to the industry and reinvesting tax revenue into impacted communities. Medical marijuana use should be protected, allowing patients and doctors to make informed healthcare decisions without fear.


A NOTE FROM OUR FOUNDER
FOR CHANGE TO TRULY REVERBERATE ACROSS THE WORLD, AUTHENTICITY MUST BE AT ITS CORE.
Only when we embrace our true selves, honoring our deepest values, can we navigate the path that matters most and discover our unique purpose. We are each a distinctive spark, a one-of-one, with a potential impact that can echo across the globe.
What resonates with me most – and what I believe to be my life's mission – is forging a lasting legacy that revolutionizes lives, particularly those of women and underrepresented, marginalized communities.
The corporate world might balk at such audacious declarations (though they shouldn't be seen as audacious; they're fundamental rights), but this is my life's purpose. I boldly step into the challenge of reshaping our world, no matter the magnitude of that transformation. I am committed to seizing every opportunity to nurture a world pulsing with love and radiating light.
I invite you to step into your nova season and join me on this journey. Together, we will conquer.
THIS IS YOUR SEASON. SHINE IN YOUR ELEMENT™
JOIN THE NOVA(VERSE)
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