Elsa Pataky’s skincare company Purely Byron, backed by husband Chris Hemsworth, is falling apart in management

A skincare company, co-founded by Elsa Pataky and backed by her Hollywood husband, Chris Hemsworth, has collapsed into management.

Borelli appointed Byron Cameron Gray and Justin Holzman of DW Consulting as officers last Friday, according to Australian Securities and Investments Commission filings.

The crash came after beauty maker BWX — which owns 47 percent of the company — wrote down the value of its stake by $2.8 million in the first half of the fiscal year.

Company documents show Hemsworth’s Byron Bay first management owns 3.2 percent of the business, while directors Edo Leffler and Lance Kalisz own just over 22 percent each.

Purely Byron uses botanical ingredients from the Byron region in northern New South Wales where Ms Pataky and Mr Hemsworth are based.

“I moved to Byron Bay and felt a direct connection to its beauty, its community and its spirit,” Ms. Pataki said on the company’s website.

“I was introduced to some of the locally grown native botanicals in Byron and was really intrigued. I learned that some of them can be clinically proven to make a difference in my skin.”

Purely Byron launched her first collection, Divine Ritual, in 2021, followed by Native Sunrise Blend.

West Australian has contacted officials for comment.

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