Skin Anarchy Creating Iconic Products and Intentional Beauty with Jaimee Holmes of Fel Beauty
In this episode of Skin Anarchy, Dr. Ekta Yadav sits down with longtime friend and beauty industry force Jaimee Holmes for an intimate conversation that marks a new chapter in her career—the launch of Fel. Known for shaping some of the most iconic products in prestige beauty, Holmes opens up about the personal experiences, creative pauses, and emotional clarity that ultimately led her to build something entirely her own.
The episode traces Jaimee’s journey from her early days at Sephora—where she learned the power of founder vision and retail storytelling—to pivotal roles at Benefit, Perricone MD, and Too Faced. She reflects on leading the launch of Better Than Sex Mascara, the conviction it took to push past skepticism, and how trusting instinct over trend can redefine an entire category. Later chapters at Kendo and Goop offered a different lens: overseeing countless brands and SKUs revealed just how crowded—and emotionally disconnected—the industry had become.
That realization, paired with personal loss and reflection, became the quiet catalyst for Fel. Rather than chasing what’s next, Holmes chose to look inward—building a brand rooted in nostalgia, emotion, and the universal language of a kiss. Fel’s debut, Kissylips, is designed to be felt as much as worn: playful, tactile, and intentionally uncomplicated, with packaging and textures that evoke memory rather than perfection.
At its core, Fel is about responsibility and care—especially for younger consumers. From globally clean, vegan formulations to a proprietary fel-good complex™ designed to support both the lip barrier and emotional wellbeing, every detail is deliberate. This isn’t makeup built for speed or spectacle—it’s built for connection.
Listen to the full episode of Skin Anarchy to hear Jaimee Holmes share how Fel came to life, why meaning matters more than momentum, and how beauty’s future may be rooted in feeling something again.
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