Veteran exec Jaimee Holmes unpacks ‘eye patch gate’ and why innovation spurred Fel Beauty’s quick Sephora sell out

Veteran beauty and wellness exec Jaimee Holmes knows a thing or two about innovation. She got her start at Sephora, brought best-selling Too Faced Better than Sex mascara to market in 2013, and has held roles at Kendo, Goop, and L’Oréal-backed Timeline. Now, she’s parlayed her experience into Fel Beauty, a 10-month-old makeup brand that has already sold out four times and sold more than 35,000 uni