Flyte.70 was founded by Elena Frankel and Carolyn Barber, pioneers of the beauty boutique concept in Boston in the 1990s and 2000s. Their niche store, E6 apothecary, was a longtime darling of the cosmetics scene, thanks to their forward-thinking approach to stocking then-indie brands like Tarte, Too Faced, Philosophy, Shu Uemura, Bliss, Aesop, and Becca. 

E6 had a devoted national and international following, and was featured in Vogue, InStyle, O, and Travel + Leisure, among others. In addition, the shop was voted “Best of Boston” for beauty shopping by Boston Magazine for five consecutive years, a feat they are still enormously proud of today. 

As their priorities shifted and their families expanded, Carolyn and Elena closed E6. Diehard makeup and skincare junkies, they always remained connected to the beauty world. In this new stage of life, they realized that their approach to beauty had changed. And they were tired of the unsubtle messaging that age was something they should apologize for or hide. Instead, they searched for modern makeup that made them feel fresh and vibrant, and that worked with—not against the concerns of maturing skin.

Elena and Carolyn created Flyte.70 in 2021. They named the brand in honor of how we “travel” through the different phases of life, combined with their birth year.