Professional experience

Felicia Howe has been on her path since childhood and is passionate about bringing elevated, healthy living to everyday life. Growing up in Deadwood, Oregon, on a sustainable farm, her parents taught her how to live off the land. Her mother introduced her to herbs and sparked her lifelong respect for natural living. In the past fourteen years, she has been customizing and formulating organic skin and hair care products, teaching and educating people on the effects of harmful chemicals. She has deepened her understanding of health and wellness by creating custom healing blends for people suffering from unbalances. With a focus on sleep, arthritis, aches and pains, and various  skin issues Felicia makes custom oil infusions and therapeutic essential oils contrived from her garden plants and other carefully sourced botanicals. 

After years of operating award-winning salons and navigating her own sensitivity to traditional, toxic chemical formulas, Howe researched, tested, and developed a revolutionary line of organic products, placing her at the forefront of the organic beauty movement as the proprietor of one of California’s first certified green salons.

Internationally recognized for pioneering sustainable beauty practices, Felicia Howe opened one of Los Angeles's first organic salons, winning awards, attracting influencers, bloggers, and press from NPR, Better Homes and Garden, and Voyage L.A. magazine. 

Howe’s recognition by the city as Los Angeles's first certified eco-friendly salon elevated the community as well as attracted celebrities. Over-exposure to chemicals informed insights into health sensitivities, and her special perspective as a seasoned stylist inspired Primrose Organics Salon. Howe’s evolution continued in 2009 while working on an episode of Dog Whisper when Cesar Milan took her suggestion to use lavender oil to calm the dog. Through him, she was introduced to Vivian Engelson, an acupuncturist under whom she began to study aromatherapy and Chinese medicine. This union set her on the path to becoming a formulator and sparked further study and research. 

Felicia Howe’s exclusive organic line is an artful balance of herbal healers with beautifying results. While targeting a range of issues for hair, the mental benefits are equally transformative. From your scalp to your spirit, the effects literally sink in, and the proven plant magic ranges from charging your immune system to relieving depression. After 20 years as a stylist, and salon owner, she has listened, learned, and connected with her clients and their various health concerns.

Leaning into her destiny, Felicia kicked her education into overdrive. Regularly earning international certifications, her standout degree, and extended training include the following:  

Education:

• Stillpoint Aromatics, Sedona, AZ: Method of extraction, harvest and distillation, method of application, safety and contraindications, chemistry and botany, the history and energetics. Blending and method of formulating, methods absorption. Professional treatment design and hydrosol study.

• Rosemary Gladstar School of The Science and Art of Herbalism

• Essential Wholesale Labs, Portland, OR: Product developer and partnered chemist and well versed in the EWG “environmental working group” for public health and safety for cosmetic ingredients. Primrose Apothecary Haircare was born out of careful and loving R & D.

•  University of Sussex, Brighton England – Ancient Geology & The mystical power of plants and herbs.

• Liberate Emporium, Los Angeles, Reiki 1 & 2

• Feng Shui Designs, Traditional BTB & Herbal Medicine

• Wheaton College, Norton Massachusetts International herbal symposium with United Plant Savers

• Claremont College, Claremont, CA: Herb Walks with William Broen, Regional Director for Herb Pharmacy

• Herb Walks OJAI with Lanny Kaufer: Intensive nature walks focused on the biology and power of Southern California plants

• Judith Hill  Medical Astrology, Portland, OR: herbalism and renaissance medicine workshops

• Aveda Institute of Esthiology, Portland, OR

• Epicuren Discovery, Aliso Viejo, CA 

• Simply Organic biodynamic certified in Oway products and services and EU guidelines

•   Evan Healy Holistic Esthiology

Memberships:

•  Associated Hair Professional Insurance

• State of California Active Consumer Affairs licensed Cosmetologist 

• The State of Oregon Active Consumer Affairs licensed Stylist and Esthetician 

• NAHA (National Association of Aromatherapy)

• AIA (Alliance of International Aromatherapists)

• Herbalist Without Borders

Felicia Howe's intense research and credentials in certified organic methods, herbalism, aromatherapy, Reiki, and Chinese Medicine have positioned her as an unparalleled expert and manifested in a powerfully healing brand: Primrose Organic Apothecary. 

Entrepreneurship & Expansion

Howe’s handmade oracles are hand-painted using plant-based dyes; she forages and innovates her own tools found in the natural world. Custom product blends and personalized coaching remain rooted in a heartfelt commitment to “helping people feel good inside and out, and to helping to increase awareness of what we put on and in our bodies.” Dedication to her craft has earned her a clientele deeply devoted to Primrose Organics’ signature line of hair care products and homeopathic remedies. Felicia Howe is now the author and artist of three books.

• The Flower Attunement Guidebook

• The Flower Attunement Tarot 

• Sibyl of The Flora

In her youth, Felicia gravitated to the creative world. She wanted an art career and decided to become a stylist in pursuit of creative endeavors. After moving to Los Angeles, she quickly became a highly sought-after hair stylist attracting celebrities and musicians. Her career as an artist was expressed through film, television, and editorial work. She designed specific looks in period costumes. As a consultant for various television shows, she coordinated hair and makeup for theatrical fashion shows and celebrity weddings. Felicia became the go-to stylist for every award show, including Event Hair Stylist for the Grammys, Oscars, and Emmys. She became an exclusive stylist to various artists that put her work on the covers of Rolling Stone magazine, Spin magazine, and Alternative Press. Felicia’s diverse career and expertise have led her from corporate clients to art documentaries. Her lengthy list includes ARTE, A&E, PBS, BRAVO, Honda Civic, Disney, Nickelodeon, and various record labels.

Her passion became clear: she loved making people feel more confident and good about themselves. The excitement and hustle of the production world satisfied a part of her creativity. But more so, community and connection grounded her and gave her purpose. In 2004, she opened Dollhouse Salon with her best friend. They transformed a humble little space into a powerful business. Innovating the salon into an agency that contracted event styling for the Coachella VIP, Vagoose, Summer Strummer Indie 103, and  KROQ Weenie Roast music festivals. Golden Voice became their client and contracted with them for a few years, landing them sponsorships from Bedhead, Urban Decay, and other brands. This was the best of both worlds. They created a home base and a wonderful community of clients that supported them. The four-chair salon in the Los Feliz neighborhood was the happening spot. Dollhouse Salon catered to all walks of life, from cool actors and musicians to older ladies who needed a perm. They did it all. Dollhouse brought people together and allowed a space for art and creativity, hosting and curating numerous shows for well-known artists, musicians, and collectors. And from fundraisers to charity events, they never held back from getting involved in good causes and sponsorships. Dollhouse Salon was truly at the forefront and paved the way for many forms of expression today. Having earned the love and respect of the community, it was recognized for its creativity and passion in Bust Magazine, Big Wheel magazine, Spin magazine, the Miami Harold news, Ch6 News Las Vegas, and KTLA.