Felicia Howe: Behind Nature and botanical healers.

Beautifier, Artist, Author, Empathic Healer, and Gardner.

Founded and managed by Felicia Howe, Primrose Apothecary's mission is to help build self-confidence and courage to overcome self-limitations instilling a deep sense of purpose and self-love through botanical healing and flower essence elixirs.  Primrose Apothecary Flower essences are cultivated and grown from organic seeds in Felicia's private secluded garden in Portland, Oregon. Using the no-pick method instills the highest vibration of each botanical. Each plant is sun-infused, carefully processed, and filtered with great intention. All essences are preserved with organic grapes distilled into brandy from the garden or a hand-made glycerin option for those with sensitivities to alcohol.

Primrose Apothecary has fifty- three curated flower essences, primarily native to the Northwest, all uniquely special in their healing abilities. Each Botanical was inspired by personal life experiences, friends, and clients seeking support over the years. It is as if the flowers come into your life when you need them, and you don’t have to look far. Some would say look outside and see what's growing around you, and that’s your medicine. Primrose Apothecary evolved in the natural world, guided by Felicia’s careful attention to the subtleties of listening and feeling the floral messages.

Felicia’s farm-raised childhood in the forested coastal range of central Oregon fostered her innate respect for the power of plants and a deep love for nature.  She offers a holistic approach to healing. Her work artfully and knowledgeably blends modalities from reiki, aromatherapy, and herbalism based on rigorous study, practice, and certifications. The resulting services and products offer an artful blend and approach to providing a transformative experience for the mind, body, and soul. Author of the Flower Attunement Guide Book and The Flower Attunement Tarot, Howe has been able to blend chemistry, science, and the mysteries of nature, giving a new perspective on folk medicine. 

Synthesizing over twenty-five years of experience as a Los Angeles-based celebrity stylist and award-winning salon owner navigating her sensitivities from traditional toxic chemical formulations, Howe’s research developed a trusted and revolutionary line of organic products, placing her at the forefront of the organic beauty movement as the pioneer of one of California's first certified green salons. From hair and skincare to custom herbal essences through knowledge of chemistry, Chinese medicine, nutrition, Ayurvedic, Reiki, and aromatherapy, Howe’s approach is an artful blend of traditional herbalism and contemporary hair care formulated to provide transformative experiences for the mind and heart.

Howe’s handmade oracles, 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. Howe continues an active practice as a stylist and an herbalist: planting, growing, distilling, and creating with therapeutic intention. Primrose is a holistic resource, accessible both locally and globally.