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Felicia Howe Bio
Beautifier. Healer. Pioneer.
Felicia Howe is a botanical healer, clean beauty pioneer, holistic esthetician, gardener, and author. She is a trained flower essence practitioner and the founder of Primrose Apothecary, a floral healing practice created to help others build self-confidence and the courage to overcome self-limitation, instilling a deep sense of purpose and radical self-love through flower essence elixirs. Felicia’s approach aligns traditional plant medicine with vibrational healing, harnessing the power of botanicals to promote health and well-being. She is the author of the Flower Attunement Guidebook and Tarot and Sibyl of the Flora.
Felicia’s unique ability to help others tap into well-being showed up early in her professional career as an L.A.-based stylist when she enjoyed a devoted celebrity following who sought her out to style them for the Oscars, the Emmys and other high-profile events. She gained notoriety for her expert color and masterful cutting techniques but also for her ability to connect with clients at a deeper level to engage their inner beauty and help them feel and look their best. She became an exclusive stylist to various artists such as the B-52s, Green Day and Roger Waters, putting her work on the covers of Rolling Stone, Spin and Alternative Press.
Often during this time, she found herself navigating both clients’ and her own sensitivities to the toxic chemicals prevalent in traditional hair and skin products. While researching alternatives, she discovered the benefits of botanical ingredients for health and beauty, which put her on a decades-long journey of education and research, culminating in Primrose Organics, her revolutionary line of organic skin and hair products, followed by Primrose Organic Salon, California’s first certified green salon, placing her at the forefront of the clean beauty movement. As she became locally and internationally recognized for her clean and sustainable beauty practices, she won several awards, capturing the attention of beauty influencers and bloggers and garnering praise from NPR, the New York Times and Better Homes and Gardens.
Through working with botanicals, Felicia was drawn to explore the ethereal and mystical qualities of plants, and specifically the vibrational signatures and energetic imprints of flowers. She began to use flower essences and found that they offered solace from the stresses of work, a frequent travel schedule, and overstimulated nervous system. This personal discovery ignited her passion to delve deeper into the relatively unexplored world of flower essences, and she began to make essences from flowers cultivated in her own garden, using them to work through her (and her clients’) personal experiences. She came to appreciate their ability to provide mental and emotional healing and began to incorporate them along with other modalities of energy healing into her client work. She was soon sought out as a consultant for several projects, spanning corporate clients, speaking engagements and television appearances. Her list of clients includes Coachella, ARTE, A&E, PBS, BRAVO, Honda Civic, Disney and Nickelodeon. In 2018, Felicia launched a line of fifty-three handcrafted flower essence elixirs under the Primrose Apothecary label.
Felicia is a certified Aromatherapist, Herbalist, and licensed Esthetician. She has completed rigorous coursework in the botany, chemistry, distillation, extraction, formulation and therapeutic application of botanicals, as well as certified organic and biodynamic methods, attending classes at the University of Sussex, Wheaton College and Claremont College, and participating in numerous symposiums and plant walks. She has studied with Master Herbalists, including renowned Herbalist, Rosemary Gladstar, and maintains credentials with both NAHA (National Association of Aromatherapy) and AIA (Alliance of International Aromatherapists). Her expertise is augmented by study in complementary healing modalities including reiki energy healing, acupuncture, feng shui, nutrition and ayurveda. She is a member and ardent supporter of Herbalists without Borders and United Plant Savers.
Felicia’s healing practice is housed in a cozy and private studio in a lovingly restored art deco building in Portland, Oregon, where she offers flower attunement readings and facials, formulates personalized flower essence elixirs and hosts monthly new moon gatherings. Her second book, Sibyl of the Flora, a deeply personal collection of forty-six floral affirmations, is slated for release in August of 2024.
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