Flyte 70: The “Pro-Aging” Beauty Brand Co-Founded by a Greek-American – Greek Reporter

Flyte 70: The “Pro-Aging” Beauty Brand Co-Founded by a Greek-American – Greek Reporter

Flyte.70 founders Elena Frankel and Carolyn Barber. Credit: Flyte.70

“Pro-aging” American beauty brand Flyte.70 co-founded by Greek-American Elena Frankel in 2021 has been creating innovative products targeting women who are 40-plus.

Frankel and Carolyn Barber were pioneers of the indie beauty boutique concept in Boston in the 1990s. Thirty years later, they feel proud that their creation, Flyte.70, is being recognized as a leader in make-up products that work with —not against— grown-up skin.

As they explain to Greek Reporter, visible changes that come with age reflect a woman’s evolution. It is something to be celebrated and enhanced, and not frowned upon as society and the media so often lead us to believe.

“We created this brand because a lot of women would come to us wanting to look better, feel better about themselves — but still being themselves,” Frankel says.

They named the brand in honor of how we “travel” through the different phases of life, combined with their birth year – 1970. They know firsthand the needs of 40+ women and how to “elevate” their skin and their appearance.

“Getting older, women still want to look youthful, healthier, more vibrant, and a better version of themselves, so we’re here to help elevate them, to help them feel better about themselves,” Frankel explains.

Beauty industry predominantly a market for the young

The two founders explain to Greek Reporter that the beauty industry is predominantly a market targeting the young, especially for makeup. They say that skincare is getting a bit better, but it’s always “anti-aging,” which has a very negative connotation.

“We align ourselves with “pro-aging,” which is to embrace who you are, embrace yourself in the skin you’re in. I have a young daughter — she’s 16 — and I want her to be able to not be fearful of getting older. You see on social media, there are so many filters and fillers and it’s almost like there’s shame in getting older,” Frankel says.

“It’s ageism, absolutely, and it is a form of discrimination.”

New beauty trends for 2022

New makeup shades from Flyte.70 for 2022

Flyte.70’s range of products enhance the face, eyes, cheeks, and lips. Launching in January 2022 is a new eyeshadow for an elegant, everyday look or a smoky eye. Densely packed with pigments, this eyeshadow is smooth and buildable, thanks to squalane and fatty acids, which allow the powder to smooth itself effortlessly over the skin.

The owners of Flyte.70 say that the new trend regarding beauty products in the U.S. and beyond is “moderation.”

“I think people are starting to understand that fine line when you have too much makeup,” Barber notes.

“We have 14 different types of products and between one to four different shades of those products, where for a long time different brands had palettes of eyeshadows with 24 to 26 eye shadows in one palette. So there was excess to it, while I think now in 2022 people are starting to pare down their rituals.

“We’re not a minimalist brand, but we try to find that right balance,” she tells Greek Reporter.

Frankel adds …….