Elsa Pataky's Purely Byron skincare company may be bought by Aussie botox brand ... trends now
A botox company has revealed it hopes to be Elsa Pataky's knight in shining armour after the failed skincare line she founded went into administration despite the backing of her Hollywood superstar husband.
Purely Byron sold a range of skincare products that were inspired by the 'raw beauty' of the northern NSW beachside town and had 'clinically proven actives and formulas'.
It was co-founded by Pataky, with BWX brands owning a 47.4 per cent stake, and her husband Chris Hemsworth's Byron Bay 1st Management owning 3.2 per cent.
The business went into administration on March 10, leaving customers questioning when and if they'd be able to order any more items for their daily skincare routines.
Dr Vivek Eranki, the CEO of Cosmetique, has now expressed an interest in acquiring Purely Byron after it collapsed less than a year after its official launch.
The skincare company co-founded by Elsa Pataky (pictured with husband Chris Hemsworth) Purely Byron has gone into administration
Cosmetique was started in Perth in 2017 and now has 20 locations around Australia.
It specialises in injectables like botox and fillers, as well as laser hair removal.
Dr Eranki said the company was now looking to expand into skincare with the majority of its clients being females aged between 18 and 35.
'The vast majority of our clients have some kind of skincare routine and from a commercial sense we currently have zero footprint in this space,' he told Daily Mail Australia.
He said while celebrity endorsements were always helpful for brands, they only worked if the product itself was up to scratch.
'The underlying product of Purely Byron is what drew us. If there's a celebrity endorsement on top of that, it incentives us further and helps with the marketing side and the spread of information of the product,' he said.
'But the underlying product has to work well.'
The chief executive said Purely Byron appealed to Cosmetique because it used Australian ingredients and sustainable materials.
Purely Byron sold a range of skincare products that were inspired by the 'raw beauty' of the northern NSW town and had 'clinically proven actives and formulas'. The business went into administration on March 10
'Their brand ethos matches ours and one of our key requirements was that we wouldn't use offshore ingredients,' Dr Eranki said.
Purely Byron released a statement on Wednesday after its social media pages were inundated with comments from confused customers.
The company's
