Elsa Pataky's Purely Byron skincare brand collapses
Actor and model Elsa Pataky's skincare brand Purely Byron has collapsed into voluntary administration less than a year after it launched.
The company entered administration on March 10, Australian Security and Investments Commission (ASIC) documents reveal.
DW Advisory is the receiver of the company with Cameron Gray and Justin Holzman appointed as administrators.
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Pataky co-founded the brand in June 2022 which offers a range of skincare products including serums, moisturisers, cleansing oils and clay masks.
On its website, the brand claims the idea for the skincare line came to Pataky when she moved to Byron Bay in northern NSW in 2014.
"Elsa instantly felt deeply connected to the community spirit, and natural radiance of Byron Bay," the website says.
"Immersing herself in the local community, Elsa came to learn about the powerful botanicals native to the land.
"Elsa dreamed of a way to share these botanicals with the world.
"When Elsa met the team of skincare experts she collaborated with on Purely Byron, she was able to nurture her vision from the ground up and build Purely Byron."
Pataky is married to Australian movie star Chris Hemsworth, who also owns a stake in the company, and the pair live in Byron Bay with their three children.
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Purely Byron is 47.4 per cent owned by ASX-listed BWX, which is behind some of Australia's biggest skincare companies, including Zoe Foster Blake's Go-To.
Trouble emerged when BWX revealed in its December half-yearly results it had written down its stake in Purely Byron by $2.7 million.
9news.com.au has contacted DW Advisory for comment.
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