Wilfredo is a natural brand builder and marketer. Born and raised in Dallas, Texas by Cuban parents, Wilfredo graduated from UCLA with a BA in Anthropology. He came to FLOWER in 2018 with seven years of sales and marketing experience across the finance and hospitality industries. Since joining the team, Wilfredo has helped expand FLOWER Beauty into eight international and domestic retail partners, launched FLOWER Home, and currently oversees all brand partnerships.