Bio of founder Felicia Howe.
Felicia Howe: Stylist, Herbalist, Aromatherapist
Felicia Howe, proprietor of Primrose Organics Apothecary, is passionately dedicated to elevating health and beauty through dailypersonal rituals. An artist, empath, and intuitive alchemist, Howe’sunique alignment with nature, people, and beauty infuses everything she creates. The Primrose Organics philosophy stems from Howe’schildhood in southern Oregon, with her first memories among the trees and wildlife surrounding her family’s sustainable farm in Deadwood. In this natural community she learned the power of herbs from her mother, instilling in her a deep respect for the planetand sparking her lifelong relationship with organic living.
Throughout her youth, Felicia gravitated towards all things creative,setting the stage for her early career in the beauty industry. In Los Angeles, she quickly became a highly sought-after hair stylist,attracting celebrity clients in music and film, which allowed her toexpand her business over time as the owner of two successful salons. Her second business, the award-winning Primrose Organics Salon, was one of California's first certified green salons, as recognized by Los Angeles' Mayor Garcetti's Green Business Program. As a pioneer in sustainable practices, Howe also developed an organic beauty line, responding to a growing need for non-toxic personal care products.
Primrose has since evolved into a holistic resource for healing through plant magic from scalp to spirit, offering customized herbal and aromatic remedies to support individual health and wellness in addition to her line of cleansing and styling products targeting a range of haircare needs. Howe’s remedies were initially inspired by her own health sensitivities and are supported by extensive research and training in certified organic methods, herbalism, aromatherapy,astrology, Reiki, and Chinese Medicine. Informed by her special perspective as a seasoned stylist, Howe’s approach is an artful blendof traditional herbalism and contemporary haircare formulated to provide transformative experiences for mind and heart.
Currently dividing her time between Los Angeles and her apothecary in Portland, Howe continues an active practice as astylist while creating daily in her nature-filled studio, where she grows, distills, and creates with therapeutic intention.