Elsa Pataky’s skincare business Purely Byron has reportedly been placed into voluntary administration less than a year after its official launch.
The brand, co-founded by Pataky, chief executive Jacqueline Rosen Weisz, and brand and product director Kate Norbiato, sells a range of “natural and effective” skincare products.
The Spanish model was first inspired by beauty when she moved to Byron Bay with her husband and A-lister celebrity Chris Hemsworth, and their three children in 2014.
On the Purley Byron’s website, Pataky said she was introduced to some of the native botanicals grown locally in Byron Bay back in 2016 to 2018.
“I was really intrigued. I learnt that some of them could be clinically-proven to effect change on the skin,” she wrote.
“An idea for a locally made skincare range was born, but I knew I couldn’t do it alone.
“I started to talk to some people I knew in skincare & beauty to find some women who could help me.”
The 46-year-old said she was then introduced to Jacqui and Kate in 2020 when their first idea of a Mask Kit came to life, as the model was “travelling so much at the time”.
After branching out to local manufacturers in 2020, during the peak of COVID-19, the company officially launched their first product in July 2022 – Native Sunrise™ Blend.
The business has since grown to reach customers worldwide, with 23 thousand followers on Instagram.
Despite remaining active on social media, with products up for sale, the company this week is said to have been placed into administration.
When a business goes bust, it generally means it cannot pay its debts on time and will appoint external administrators to access the situation as a result.
According to The Australian, Cameron Gray and Justin Holzman of DW Advisory have been appointed as administrators.
The news outlet confirmed the company is 47.4 per cent owned by ASX-listed BWX brands, with Chris Hemsworth’s Byron Bay 1st Management owning a 3.2 per cent stake.
Company documents indicate that directors Ido Leffler and Lance Kalish own slightly more than 22 per cent each.