Injections clinic Cosmetique chief revealed as potential buyer of Purely Byron

The chief of cosmetics clinic chain Cosmetique has emerged as a potential owner of collapsed skincare brand Purely Byron, as administrators enter into talks with interested buyers for the business co-founded by Elsa Pataky and backed by her husband, Hollywood star Chris Hemsworth.

Purely Byron slid into administration  this month, less than a year after its first product launch and just months after embattled beauty group BWX, which owns 47 per cent of Purely Byron, wrote down the value of its stake by $2.8 million.

Dr Vivek Eranki, the founder and CEO of the injection and fillers clinic chain, said he was hoping to double Cosmetique’s footprint of 20 clinics by mid-2024 and would seek to sell Purely Byron products in-store and online. Eranki founded Cosmetique in Perth in 2017.

“Cosmeceuticals [is] something that we are actively looking at entering,” he said.

“We could either acquire our way in the sector or we could potentially set up our own brand and let it grow organically. In the interest of speed, we are very open to any business that is established in this sector.”

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He believes Purely Byron’s collapse was likely not due to an inferior product or weak marketing, pointing to recent comments on social media of customers inquiring whether they would still be able to purchase products. Purely Byron products are currently not available for purchase and are listed on the website as “coming soon”.

“People go ‘oh my god, can I still buy it?’ That is a good problem to have,” he said.

“At first glance, it doesn’t seem that the issue lies with the formula, the product, [or] the branding. I think, if I were to hazard a guess, this may have gone to administration because of the parent company [BWX].“