Purely Byron: Skincare brand co-founded by Elsa Pataky and co-owned by Chris Hemsworth goes broke

A skincare brand co-founded by Elsa Pataky and part-owned by her husband Hollywood star Chris Hemsworth has been placed in administration. 

Purely Byron, named after the coastal town in NSW, creates ‘natural and effective skincare with clinically-proven actives’ according to its social media. 

It was co-founded by Pataky, a Byron Bay local and Spanish-born actress who lives in the popular holiday destination with her husband and three young children.  

This week the skincare company was placed in administration, with Cameron Gray and Justin Holzman from DW Advisory appointed as its liquidators.

A skincare brand co-founded by Elsa Pataky and part-owned by her husband Chris Hemsworth has been placed into administration (the couple is pictured)

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Purely Bryon is 47.4 per cent owned BXW brands, with Hemsworth’s Byron Bay 1st management owning a 3.2 per cent stake. 

Directors Ido Leffler and Lance Kalish own about 22 per cent each. 

Last week, the brand posted a video of Pataky sharing her ‘simple three-step routine’ using Purely Byron products on its Instagram page.

She was revealed as the brand’s co-founder last year, alongside Jacqueline Rosen Weisz as chief executive 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 that her plans were halted 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 started testing products and strategising their launch with the actress becoming the face of the Byron-born brand. 

In June 2022, Purely Byron launched its Divine Ritual Collection online which was quickly followed by its Native Sunrise Blend collection.

‘I was introduced to some of the native botanicals grown locally in Byron and I was really intrigued,’ Pataky is quoted as saying on the website.

‘I learnt that some of them could be clinically-proven to effect change on the skin. An idea for a locally made skincare range was born.’ 

However, less than nine months later the brand would be placed in administration.