Purely Byron: skincare brand co-founded by Elsa Pataky and co-owned by Chris Hemsworth goes out of business
Big blow to Chris Hemsworth and Elsa Pataky as the skincare company they co-founded goes bankrupt
- Skin care company supported by couple in administration
- Purely Byron was co-founded by actress Elsa Pataky
- It is co-owned by her husband Chris Hemsworth
A skincare brand co-founded by Elsa Pataky and part-owned by her husband Chris Hemsworth has gone into receivership.
Purely Byron, named after the coastal town in NSW, creates “natural and effective skin care with clinically proven actives” according to its social media.
It was co-founded by Pataky, a Byron Bay native and Spanish-born actress who lives in the popular holiday destination with her husband and three young children.
This week, the skin care company went into receivership, with representatives from bankruptcy service DW Advisory appointed as administrators.
A skincare brand co-founded by Elsa Pataky and part-owned by her husband Chris Hemsworth has gone into receivership (the couple is pictured)
Purely Bryon is 47.4 percent owned by BXW Brands, while Hemsworth’s initial management owns a 3.2 percent stake in Byron Bay. The Australian reports.
Directors Ido Leffler and Lance Kalish each own about 22 percent.
Last week, the brand posted a video of Pataky on her Instagram page where she shared her easy three-step routine using Purely Byron products.
She revealed last year that she co-founded the brand alongside Jacqueline Rosen Weisz as CEO and Kate Norbiato as brand director.
On the Purely Byron website, Pataky said she first got the idea for a skincare brand in 2019, but her plans were put on hold during the Covid lockdowns.
Last week, the brand posted a video of Pataky to its Instagram page, where she shared her simple three-step routine using Purely Byron products (pictured)
In 2021, the team began testing products and devising a strategy for their launch, with the actress naturally becoming the face of the Byron-born brand.
In June 2022, Purely Byron launched his Divine Ritual collection, which was soon followed by his Native Sunrise Blend collection.
‘I was introduced to some of the native plant products grown locally in Byron and I was really intrigued,’ says Pataky on the website.
‘I learned that some of them may be clinically proven to bring about change on the skin. An idea for a locally made skin care line was born.’
Less than nine months later, however, the brand would go into receivership.