Hair Care

New Beauty Box Subscription Service Curated For Black Women

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Having a strong passion for the work that you do is a major part of excelling in business, and entrepreneur Ashlee Gomez exemplifies this notion beautifully. As a woman of many interests, the Florida native has mastered the art of parlaying her favorite things into some pretty amazing brands. She is the CEO of not one but three businesses, and her latest, Femailer, is already becoming a big hit with beauty enthusiasts.

Ashlee is a FAMU alum that earned her Bachelors and Masters in Business Administration, but it was her love for all things beauty that compelled her to enroll in Paul Mitchell The School-Atlanta to earn her license in cosmetology. From there, Ashlee went on to create her first business venture called Impressions of Beauty, which is an in-person beauty experience for collegiate women that was inspired by Ashlee’s love of HBCU culture. Becoming a mother of two was the influence behind Ashlee’s second entrepreneurial move called The Mama Chick, and this business was all about highlighting the joys of motherhood and cute apparel. 

Now, Ashlee is introducing a new subscription box called Femailer, and it’s curated specifically for Black and multicultural women that are looking for great products at affordable prices. The quarterly box retails for $30 and is filled with all sorts of beauty goodies.

We got the scoop on this fun new beauty box of Ashlee’s during our interview, where she talks about the wonderful perks and products you can enjoy through this fabulous new subscription service.

HYPE HAIR Your new business, Femailer, is already getting buzz from beauty lovers. Can you tell us a little about it?

ASHLEE GOMEZ: Femailer was created for the African-American or multicultural woman who’s between the ages of 18-30, but since our launch, we’ve found that women of all ages are fans! It is a quarterly subscription and ships out the 15th of the first month of the respective season. Each mailer includes 5-8 deluxe or full-size products curated specifically for Brown and Black girls. No longer do they have to worry about receiving products in subscription services that they can’t use because shades are too light, and the hair products are not intended for Black hair, etc.

HH: What are some of the products that you offer in the subscription box?

ASHLEE: Our Summer Femailer included 10 products. Some of these beauty goods were Creme of Nature’s Pure Honey Leave-in Conditioner, Black Radiance’s Lid Glitz, a ‘Blessed” Plate Necklace, a ‘Black Girls Matter’ laptop sticker, and more. For this season, the Fall Femailer includes a stylish Cheetah Face Mask, the Felicia Leatherwood D2 Detangler Brush, a cute Denim clutch, and so many more fabulous items!

HH: What are some other items that hair care enthusiasts will love from the Femailer subscription box?

ASHLEE: Hair enthusiasts will absolutely swoon over African Pride’s Moisture Miracle 5 Essential Oils from our Fall Femailer. The restorative hair and scalp oil protects against breakage and promotes natural growth, and who doesn’t love a good hair oil? The Felicia Leatherwood D2 Detangler Brush is also a game-changer! After wash days, this detangler brush will smooth your coils and cut detangling time in half! It’s perfect for kinky, curly, and wavy hair. 

Ashlee Gomez of Femailer
Ashlee Gomez
Brand courtesy

HH: What is your process for selecting the items that will go into each box?

ASHLEE: I try to select products that will be useful, but are also outside of regular, routine pickups. I want to be able to have a little bit of everything for everyone. That’s why Femailer products range from beauty, skincare, hair, and accessories. The products must also cater to women of color. I really try to put my personality in it, and I try to make it fun. The main goal here is inclusivity and selecting trendy but practical products that make you both look and feel great.

HH: Can you explain the #FemailerFam option that subscribers can choose through the Femailer service, and what are some of the exclusive perks that members can enjoy through having access to it?

ASHLEE: #FemailerFam has a variety of perks! For instance, there’s the Rewards Program. When subscribers complete certain activities, such as following us on our social channels, they receive stamps. When these stamps are accumulated, they can be spent like cash at our Pop-Up Shops, which are available between Femailer shipping seasons. #FemailerFam members are able to get a variety of products through these Pop-Up Shops. They’ll also have access to a VIP Group, tutorial content, and are able to receive exclusive updates and deals.

HH: As the CEO of two other brands, what are some of the lessons you’ve learned from managing your other businesses that you are now taking into this new chapter with Femailer?

ASHLEE: I’ve learned that no dream or vision is impossible to create. In fact, if you have any sort of idea, just go for it. You’ll never know what comes of it if you don’t try. When I was introducing Femailer to the world, I was so nervous because Femailer was my baby, and there’s always anxiety behind presenting your baby to the world. However, seeing reviews where women stated that they felt like Femailer was created just for them let me know that we were on the right track. All the positivity has really pushed me to deliver an amazingly curated package, every time, and it all began with a vision. I’ve also learned that just because you can do it yourself doesn’t mean you should! Building a team of people who can support you is life-changing!

HH: How do you balance all three businesses while maintaining a life outside of work?

ASHLEE: Honestly, it’s really tough, and I haven’t truly figured it out yet. I have some days that I think I’m doing great and others that I totally feel like I fail at this (most days). I’m striving for true balance and know that having a regimented schedule and extreme discipline are a must!

HH: Do you have any advice for other aspiring entrepreneurs on how to manage a successful beauty business?

ASHLEE: The first thing I’d say is go for it. The world needs what you’ve got! You don’t have to have it all figured out to get started. No one will ever know things didn’t go exactly as planned if you don’t tell them, and mistakes are ok! Also, never be afraid to ask for help and hire against your weaknesses. Lastly, always be willing to adapt and know that sometimes you’ll have to give the people what they want and not necessarily what you want them to have. 

Do you want to sign up for Femailer? Visit

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