Skincare fanatics have taken to social media after perceiving similarities between a new beauty range from Chris Hemsworth’s wife, Elsa Pataky, and an Aussie mum’s start-up brand.
Pataky launched Purely Byron on June 1, saying the range was “inspired by Australia”.
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“Moving to Byron Bay in 2014, I felt an immediate connection to its natural beauty, community and spirit,” Pataky writes on the Purely Byron website.
“And it’s here I discovered the incredible range of natural botanicals grown in the Byron Shire.
“I thought it would be great to use these clinically-effective botanicals in a range of skincare (I am a huge fan of beautiful skincare!) made right here.”
But consumers of another Aussie brand, Habitual Beauty, claim that the two ranges feature near-identical packaging, color palettes, imagery and even website design.
Beauty bloggers Jessi + Millie, who have more than 59,000 followers on Instagram, recently posted about the two brands.
“I was just scrolling through the news when I noticed Chris Hemsworth’s wife Elsa has launched a new skincare brand inspired by Australia,” they said.
“And I thought, hang on, that looks kinds of familiar.
“Where have I seen this before?
“For legal reasons I’m not insinuating they’ve copied this brand but this is a wild coincidence.
“Even the websites look similar.”
Habitual Beauty was founded in July 2021 by Aussie mum Keira Rumble, who also owns healthy food company Krumble Foods.
In a video posted to her Instagram Stories on June 7, Rumble addresses these similarities.
“Don’t get me wrong, I’m very well aware that these things are happening,” she said.
“To be crystal clear, I am a massive fan of the celebrities involved in this matter and I just wish that the other people they got into business with would have the same values as the said celebrities.”
On June 8, a day after Rumble posted her video to Instagram, Purely Byron disabled comments on his Instagram.
7Life has contacted Purely Byron for comment.
But in a statement to Daily Maila spokesperson for the company said the brand was a “natural, effective skincare brand created specifically for women who want to see change on their skin”.
“The brand is inspired by Byron Bay beaches, with product creation having started in 2019,” the spokesperson said.
“Each product was created with an original formula over a period of many months in the lead-up to our launch to market last month.
“Part of our due diligence and research of the space was an exploration of the competitive landscape.
“This is common practice across the industry, and we undertook ours openly, without any subterfuge.
“Ultimately, the packaging and color palette of our products was inspired by nature in line with the conventions of the skincare sector – evidenced by numerous brands globally which use the same colors and tones.”