Chris Hemsworth and Elsa Pataky's skincare brand Purely Byron goes bankrupt less than a year after launch
BYRON BAY, AUSTRALIA: The skincare company, Purely Byron, which was co-founded by Spanish-born actress Elsa Pataky and partially owned by her husband, Hollywood star Chris Hemsworth, has entered administration. The company, which specializes in natural and clinically-proven effective skincare, takes its name from the coastal town in NSW where Pataky resides with her family. The administration process is being led by DW Advisory's Cameron Gray and Justin Holzman as appointed liquidators.
Pataky, along with chief executive Jacqueline Rosen Weisz and brand director Kate Norbiato, launched the skincare brand in 2021, with Pataky serving as the face of the brand. Pataky revealed that the idea for Purely Byron was sparked in 2019, but the Covid-19 pandemic delayed the brand's development. "We started testing products and strategizing our launch in 2021," she said on the brand's website. Pataky explained that she was inspired by the native botanicals grown in the Byron Bay area and their potential to effect change on the skin. "An idea for a locally made skincare range was born," she said. Unfortunately, the brand's success was short-lived as it was forced to enter administration less than nine months after its launch.
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What was the controversy between Purely Byron and Habitual Beauty?
Last June, Purely Byron faced accusations of having packaging, imagery, and website design that were too similar to those of Australian start-up Habitual Beauty. Keira Rumble, the founder of Habitual Beauty, publicly addressed the issue on Instagram, stating that "the similarities are far too similar for me not to talk about."
Responding to the allegations, Purely Byron's general manager, Jacqueline Rosen, denied any claims of copying or sampling, saying that their research of the competitive landscape was part of their due diligence. "This is common practice across the industry, and we undertook ours openly, without subterfuge," she added. Rosen went on to explain that their packaging and color palette was inspired by nature and were in line with conventions in the skincare sector. "Ultimately, the packaging and color palette of our products was inspired by nature in line with the conventions of the skincare sector – evidenced by numerous brands globally which utilize the same colors and tones," she said in a statement to the Daily Mail.
Hemsworth and Pataky's enduring love
Chris Hemsworth and Elsa Pataky have proven that their love is enduring, even after more than a decade of marriage. The couple first crossed paths in 2010 and quickly tied the knot, leaving their fans pleasantly surprised. Despite the whirlwind romance, their relationship has stood the test of time, and they are now proud parents to three children - daughter India, born in 2012, and twin sons Tristan and Sasha, born in 2014. Though the couple prefers to keep their personal life private, they have occasionally shared glimpses of their family on social media, including a memorable appearance by their sons at the 2022 premiere of Hemsworth's film, 'Thor: Love and Thunder'.