In this episode of Skin Anarchy, Dr. Ekta Yadav sits down with longtime friend and beauty industry powerhouse Jaimee Holmes to introduce her newest venture: Fel. The conversation traces Holmes’ extraordinary career across prestige beauty—and the deeply personal journey that ultimately led her to launch a brand rooted in emotion, memory, and intention.
From Merchandising Floors to Category-Defining Products
Jaimee Holmes’ career began over two decades ago at Sephora, where she was immersed early on in the world of founder-led brands, product storytelling, and retail strategy. Those formative years—spent in rooms with the founders of brands like Urban Decay, Stila, and Tarte—shaped her understanding of how innovation, placement, and conviction bring products to life.
Her trajectory took her to the brand side soon after, with pivotal roles at Benefit Cosmetics and Perricone MD, before reaching a defining moment at Too Faced. There, Holmes led the development and launch of Better Than Sex Mascara, a product that would go on to redefine its category globally. Despite early resistance over its name and packaging, Holmes’ conviction—and belief in authentic storytelling—proved transformative.
Learning to Innovate With Heart
Following Too Faced, Holmes joined Kendo Brands, where she oversaw the reinvention of Ole Henriksen. Working closely with founder Ole Henriksen, she helped usher in a new era of skincare innovation—introducing hybrid formats like Banana Bright Eye Cream and reimagining how skincare could bridge performance, sensoriality, and accessibility.
Her later work at Goop brought a new perspective: managing hundreds of brands, thousands of SKUs, and seeing firsthand the growing repetition and noise within the beauty industry. That vantage point—combined with personal loss and reflection—sparked a pause that would ultimately lead to Fel.
Fel: Nostalgia, Emotion, and the Power of a Kiss
Fel was born from memory—specifically, the emotional weight of formative moments and the universal significance of a kiss. The brand’s debut collection, Kissylips, draws inspiration from first kisses, unforgettable kisses, and the joy of playful self-expression. Holmes describes Fel as an attempt to translate emotional experiences into physical form—products that feel intuitive, joyful, and deeply personal.
From packaging that evokes childhood stationery and stamp collections, to a formula designed to be kissed on rather than carefully painted, Fel is intentionally tactile and nostalgic. The goal is not trend-chasing, but connection—across generations.
A Formula That Feels as Good as It Looks
At the core of Fel’s innovation is its formulation philosophy: makeup that genuinely supports the skin. Kissylips features vegan, cruelty-free, globally clean formulations with a cushiony, buildable texture designed to nourish the lip barrier rather than compromise it.
Holmes introduces Fel’s proprietary fel-good complex™, a naturally derived ingredient sourced from the south of France and rich in petroselinic acid. Beyond its soothing and anti-inflammatory properties, the complex has been studied for its ability to support endorphin and oxytocin production—adding an emotional dimension to the sensorial experience. Fel is currently the only brand commercializing this ingredient in color cosmetics.
Designing With Responsibility—Especially for Younger Consumers
A recurring theme throughout the episode is responsibility. Holmes speaks candidly about the ethical weight of creating products that will inevitably reach younger audiences. Rather than retrofitting adult products for teens, Fel was designed from inception with safety, simplicity, and emotional wellbeing in mind.
With development cycles stretching up to two years, Fel prioritizes ingredient diligence, usability, and intention over speed. For Holmes, innovation is not about filling gaps—it’s about creating something that deserves to exist.
The Future of Fel
While Fel begins with lips, its vision extends far beyond a single category. Holmes hints at a future shaped by the same principles that guided Kissy Lips: emotional resonance, differentiated formats, and formulas that deliver more than surface-level
beauty. If Fel cannot meaningfully innovate, it won’t launch—an ethos that reflects Holmes’ entire career.
Listen to the full episode of Skin Anarchy to hear Jaimee Holmes share the journey behind Fel, the lessons learned from building some of beauty’s most iconic products, and why the future of makeup lies in meaning, memory, and responsibility.