Big blow for Chris Hemsworth and Elsa Pataky when the skincare firm she co-founded went bankrupt
- Partner-in-management-backed skincare firm
- Purely Byron is co-founded by actress Elsa Pataky
- It is partially owned by her husband Chris Hemsworth.
A skincare brand co-founded by Elsa Pataky and partly owned by her husband Chris Hemsworth has been put into administration.
Purely Byron, named after the coastal town in New South Wales, creates “natural and effective skincare with clinically proven actives,” according to its social media.
It was co-founded by Pataky, a local Byron Bay and Spanish-born actress who lives in the popular holiday destination with her husband and three young children.
This week, the skin care company was placed into administration, with representatives from the insolvency service DW Advisory appointed as administrators.
A skincare brand co-founded by Elsa Pataky and partly owned by her husband Chris Hemsworth has been put into administration (couple pictured)
Purely Bryon owns 47.4% of the BXW brands, with Hemsworth’s Byron Bay First Management holding a 3.2% stake. the aussie reports.
Directors Ido Leffler and Lance Kalish own about 22 percent each.
Last week, the brand posted a video of Pataky on its Instagram page where she shared her simple three-step routine using Purely Byron products.
She revealed last year that she was the co-founder of the brand, along with Jacqueline Rosen Weisz as CEO and Kate Norbiato as Brand Director.
Speaking on the Purely Byron website, Pataky said she first had the idea for a skincare brand in 2019, but her plans came to a halt during the Covid lockdowns.
Last week, the brand posted a video of Pataky on its Instagram page where she shared her simple three-step routine using Purely Byron products (pictured)
In 2021, the team began testing products and strategizing launches, and the actress naturally became the face of the Byron-born brand.
In June 2022, Purely Byron launched a ‘Divine Ritual’ moisturizer, dermaroller and balm, which was quickly followed by eye masks, serums and creams.
“I was introduced to some of the native botanicals that are grown locally in Byron and was really intrigued,” Pataky is quoted as saying on the website.
‘I learned that some of them could be clinically proven to effect changes in the skin. An idea for a locally made skincare range was born.’
However, less than nine months later the brand would be put into administration.