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Felicity Fromholz is the Founder of Email Like a Girl, an email marketing firm specializing in beauty, fashion, and lifestyle - she also leads operations and retention marketing for Brand Caffeine, a Forbes top e-commerce marketing agency out of NYC. 


Before 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,  #358 on the 2018 INC 5000 list of fastest-growing companies, and the team that made Native's natural deodorant. Before her time at TBL, Felicity spent several years in the subscription box industry, working as a Program Manager for the SaaS platform, Cratejoy, and as the Director of Merchandising + Product Development for the

e-commerce solutions giant, Evolucity Commerce; there she led the team that created the popular beauty sample subscription box, Beauty Box 5, launched the first-ever monthly, luxury, lifestyle subscription box, Lilee, and launched numerous health and beauty care lines - some of which you can check out here.


A 20+ year veteran of the beauty + wellness industry and working makeup artist, 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. During her tenure, 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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