Elsa Pataky’s magnificence model Purely Byron collapses

Purely Byron, the skincare model co-founded by mannequin/actor Elsa Pataky and backed by her husband, Hollywood star Chris Hemsworth, has collapsed lower than a yr after its first product launch.

Paperwork lodged with the Australian Securities and Investments Fee (ASIC) present that Cameron Grey and Justin Holzman of DW Advisory have been appointed as directors of Purely Byron Pty Ltd on Friday.

Actors Elsa Pataky and Chris Hemsworth have turn out to be Byron Bay’s most distinguished locals.Credit score:AP

Indicators of bother emerged final month when embattled magnificence group BWX, which owns 47 per cent of Purely Byron, wrote down the worth of its stake by $2.8 million for the December half yr.

Former BWX workers, chief monetary officer Efee Peell and chief govt officer Rory Gration, resigned from the Purely Byron board of administrators on the time they departed BWX in November and February, respectively. They weren’t changed.

Pataky helped develop the skincare vary utilizing botanical components from the Byron area, which has been house for the well-known couple for many of the previous decade.

“After I moved [here], I instantly felt related to Byron Bay’s pure magnificence,” she instructed Grazia journal within the lead-up to the launch in June final yr.


“I began discovering all these pure botanicals, that are so highly effective and clinically confirmed – they actually work! I fell in love with all of the completely different components that develop right here, so when the concept took place to make it occur with my co-founders, I used to be so excited,” she stated.

Within the paperwork lodged with ASIC, one of many directors, Justin Holzman, stated he was first approached by Purely Byron administrators Lance Kalish and Ido Leffler on February 25 and held a sequence of conferences to find out the corporate’s solvency and choices for the board. The fifth and closing assembly was held March 9.

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