ELSA PATAKY’S SKINCARE COMPANY FOLDS
PURELY Byron, the skincare company co-founded by Elsa Pataky and part-owned by her husband Chris Hemsworth, has been placed in administration.
Purely Byron produces a range of skincare products, which its website says came about after Pataky developed an interest in the botanicals that grow around the Byron Bay area.
The website says the company launched its Divine Ritual collection in 2021, followed by its Native Sunrise Blend collection.
The company was this week placed in administration, with Cameron Gray and Justin Holzman of DW Advisory appointed as administrators.
Mr Gray has been contacted for further details of the administration.
Purely Byron is 47.4 per cent owned by ASX-listed BWX brands, with Chris Hemsworth’s Byron Bay Ist Management owning a 3.2 per cent stake. Directors Ido Leffler and Lance Kalish own slightly more than 22 per cent each, company documents indicate.
Pataky last year said she was a co-founder of Purely Byron, with Jacqueline Rosen Weisz the chief executive and Kate Norbiato the brand and product director.
“We discovered the amazing range of powerful botanicals that you have here, and their effectiveness, and then we were able to clinically prove those,” Pataky said last year. “So I wanted to create something totally done in Byron, capturing that essence.”
Pataky and Hemsworth moved to Byron Bay from Hollywood with their three children in 2014.
The Spanish-born actor said last year a make-up collection and a sunscreen product were both under development and a physical spa space in the Byron Bay area was something she would like to bring to fruition in the future.