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Felicity Fromholz is the C0-Founder and Chief Innovator of The Bad Plaid Company, a boutique consulting + growth marketing firm and the owner of Bad Plaid Makeup Artistry - specializing in beauty and bridal makeup. Currently, she also teaches sociology at Temple College and has recently been named to the advisory board of the Customer Experience Certificate Program for the University of Houston's Bauer College of Business at their new Austin, Texas location.


Prior to starting her own firm, Felicity was the Director of Partnerships + Innovation for  Texas Beauty Labs, a women-owned + run contract personal care manufacturer and, #358 on the 2018 INC 5000 list of fastest growing companies. Before her time at TBL, Felicity spent a number of years in the subscription box industry, working as a Program Manager for the SaaS platform, Cratejoy, and as the Director of Product Development for the e-commerce solutions giant, Evolucity Commerce. There, Felicity lead the team that brought you the popular beauty sample subscription box, Beauty Box 5, launched the first-ever monthly, luxury, lifestyle subscription box, Lilee, and launched numerous, successful health and beauty care lines.


A 20+ year veteran of the beauty + wellness industry, Felicity has grown top-grossing territories for internationally distributed, prestige cosmetics lines including Mally Beauty, Urban Decay + Smashbox and traveled extensively with the #1 salon cosmetics brand in the US, Mirabella Cosmetics, as part of their exclusive Bridal Education Team - she spent many a weekend on the trade show stage teaching hundreds of eager stylists and salon owners about everything from makeup application to running a successful beauty-based business.


Felicity’s passion for her industry, her love of indie beauty, and her keen eye for up-and-coming trends have made her input invaluable to industry insiders. Her insights have been featured in Austin Monthly and Chain Drug Review and she’s been a regular contributor to ECRM’s Cosmetics, Bath + Fragrance events – here’s a short clip of her presentation on Trends in Natural Beauty from the summer 2016 event.

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