culture

Skincare brand FLYY BODD showcases Indigenous culture at New York Fashion Week

Maria Marouchtchak - September 19, 2024

Elissa Leighton alongside FLYY BOD products in central New York City's Flying Solo store. (Image: Maria Marouchtchak)

First Nations-owned beauty brand FLYY BOD, founded by proud Minjungbal woman Elissa Cora of the Bundjalung nation, has rapidly gained recognition in Australia's skincare industry.

Combining her passion for skincare with her cultural heritage, Cora is now taking her brand global after debuting at two Flying Solo stores in New York City during New York Fashion Week (NYFW), marking a significant step in FLYY BOD's international growth.

The opportunity to showcase in New York is a dream come true for the brand, as FLYY BOD is set to expand its reach by entering two prestigious retail locations in New York City - Flying Solo and DOORS NYC.

FLYY BOD's journey began in late 2019 when Cora, seeking a creative outlet, set out to find a path beyond her nine-to-five job.

"The early stages of FLYY BOD involved a lot of planning! We launched officially in 2022, but the inception of FLYY BOD was back in late 2019," Cora told Style Up.

"I was brainstorming ideas for something that could turn into more than just a side hustle and get me out of my nine-to-five job. From that, FLYY BOD was born.

"I tested product briefs, packaging, brand design, brand voice, and more on friends and family, which eventually led to the branding and products you see today."

Balancing her full-time job with running a business has been no easy feat for Cora, yet she said she's embraced the challenge.

"I wish I could focus 100 per cent of my time on FLYY BOD, but there's no big team, it's literally just me," she said.

"I work and have a normal job as well as juggle running the business—it's tough to find space to do it, but it's worth every minute."

One of the standout features of FLYY BOD is Cora's dedication to infusing her Indigenous culture into the brand, particularly through the use of bush tucker ingredients in her skincare products.

"Obviously, there are clear ties to my Indigenous culture through native ingredients being used for formulations and product development," she said.

For Cora, this connection to her roots is more than a marketing strategy, it's a way of ensuring her culture is present in every product the brand offers.

Shoppers in Soho have the chance to test FLYY BOD products at two stores featuring the skincare brand. (Image: Maria Marouchtchak)

As part of the launch in New York, FLYY BOD will showcase a selection of its most popular products including body lotions, body butters and travel pouches - items which have been chosen for their appeal in the winter season.

"We picked these products because before we know it, winter will be in full force in NY, and I wanted to show what we have that can be used all year round before it gets too cold," Cora said.

While the brand's leap into the US market is a major milestone, Cora hopes it will also help shine a light on other First Nations businesses.

"I hope it gets the word out about not just FLYY BOD but First Nations businesses in general," she said.

"How deadly to know that First Nations businesses can thrive in a global market."

With her eyes set on further growth, Cora hints at even more exciting developments for FLYY BOD on the horizon.

"There actually is potential to keep expanding in the US market, and currently looking into the UK and Europe and considering some options there," she said.

"But that will be announced if it goes ahead. I like to speak things into existence. I'm really big on manifesting things into my life."

With FLYY BOD making its mark globally, Cora is proving that Indigenous businesses can thrive beyond Australian shores, bringing the beauty and knowledge of First Nations culture to the world.