Why Flyte.70 Makeup is Closing
I have been a fan of Flyte.70 makeup since the beginning when Elena and Carolyn slid into my DMs and told me about their revolutionary brand. Designed for us grown-ass women by grown-ass women, these veteran beauty experts used quality ingredients, focused on ethics, and put it all in really beautiful and relatively sustainable packaging with the best product names (they used names of songs from the 80s and 90s).
I shared a Flyte.70 makeup review a few years ago and have updated it yearly as I continued to be a fan. I was saddened to hear that Flyte.70 makeup is closing, like many independent brands PostPan. I invited Elena Behrakis, co-owner of Flyte.70, to share her thoughts and a letter to those of us who loved this beauty brand so much.
A letter to our amazing Flyte community.
It is with heavy hearts that we are announcing the closure of Flyte.70 as of June 15, 2026. This decision was made based entirely on the increasingly volatile economic, environmental and political climate that has undoubtedly affected many small to medium sized businesses across the country. We cannot deny the impact this has had on the spending habits of millions of Americans.
When we first launched during Covid, it came with its own unique set of challenges that we were able to face and move past. However, during these past two years it has become near impossible to plan and predict a business module. Every week there is a new set of obstacles to face and people are continuing to lose their jobs and having trouble filling their gas tanks and paying for their essentials.
Society is struggling financially, physically and mentally, and we have always said from the beginning that if we felt that we were starting to become part of the problem, then we would need to reassess and reevaluate our purpose.
In 2020, there were only just a handful of beauty brands that addressed the unique needs and concerns of women in midlife. By 2026, most brands have created initiatives that include women over forty into the mix. They had finally looked at the glaring data that we saw over seven years ago and felt it was finally important enough to do something with.
Whether it was genuine or simple marketing strategies, we will never know. The most important takeaway is that women in midlife now have a seat at the table.
As a small, independently owned company we have had opportunities and successes that so many emerging brands could only dream of. Loyal clients that stood by us from the start. Brand partnerships, both big and small, that we will always be proud of.
We are deeply grateful and satisfied to where this journey ends and where the next one begins. We never cared for the word ‘disruptor’ but that’s exactly what we were and what we set out to do.
If we can leave with some final thoughts, let them be these…
- Practice discernment: Investigate and understand where your hard-earned dollars are going. You may be surprised to learn that you are supporting brands with a very different ethos and value system than your own.
- Resist falling for marketing traps that prey on your dopamine. This is creating landfills full of products that are disastrous to our planet’s ecosystem. No one needs the number of products that are being forced into your feed every day. Just look at your email inbox for proof. “Gone viral.” “Sold out in 24 hours!” (but miraculously restocked within a week.
- When one brand launches a foundation stick or lip oil (for example and dozens of companies follow suit, this is not a coincidence. This is the marketing system set up by the beauty industry and the labs that create the products. It is causing a system that is not sustainable for your wallets or the planet. It’s a system that wants you to buy, buy, buy. It is extreme capitalism.
- Lastly, consider placing more value on intentional purchasing and influencer following. If someone is always pushing new products, it’s a red flag. Follow influencers with solid, long-standing brand partnerships, as they are likely to be more genuine, knowledgeable and honest about what they truly love and want you to experience.
We hope to witness a resurgence in honest capitalism if there is such a thing. We hope you continue to support brands that are aligned with your values and influencers who speak up for what is right for humanity.
If we are unknowingly filling the pockets of billionaires while hurting the other 99% then perhaps it’s time to do an analysis and detox into our own spending habits and behaviors. It may be the only way out of this mess we’re all in.
As a final farewell we wish to offer you 70% OFF all products through June 14th at midnight. **Now is the time to use that gift card you may have sleeping in your wallet.
Peace and love to you all,
Carolyn, Elena and the Flyte Team
** 100% written and edited by us humans and not AI.
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