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Felicity Fromholz is the Founder of Email Like a Girl, a retention marketing firm specializing in beauty, fashion, and lifestyle. When she's not spreading "spackle and sparkle" as a bridal makeup artist, Felicity manages sales + events for the Holistic Spirits Co, and teaches sociology part-time for a local Jr. College.


Prior to taking on a few new skills during the pandemic Felicity was the Director of Partnerships + Innovation for  Texas Beauty Labs, a women-owned personal care manufacturer and, #358 on the 2018 INC 5000 list of fastest growing companies (the folks that made Native deodorant). 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 she 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 - some of which you can check out here.


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 are a few clips of her presentation on Trends in Natural Beauty).

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