Falling in love with fel beauty

(pronounced “feel”)

Beauty has always been one of the greatest loves of my life. It was my grandma who introduced me to beauty and taught me about self-care and encouraged my curiosity when I would ask about (and maybe sometimes sneak into!) her beauty products. I started my career in beauty at Sephora in merchandising 19 years ago – and I always thought it was an incredible privilege to be able to support founders and brands (and thought, maybe one day when I grow up, I could do that too!).

fel beauty is on a mission to reconnect you with memories of love (like your first kiss) and turn that nostalgia into a product that allows you to relive that feeling every time you use it by “kissing on” the color. Fel’s expressions of color are clean, vegan, and in playful, dewy textures that include a proprietary fel-good complex™ - which supports holistic well-being. I created fel as my love letter to beauty, with a sincere hope to inspire everyone to connect with the emotions and memories that shape our lives daily.

—Jaimee Holmes, Founder, Fel Beauty Inc.