News, Culture & Society

Purely Byron criticised for looking very similar to Keira Rumble’s Habitual Beauty

Australian customers have noticed a striking similarity between an established skincare company and a brand new beauty business co-founded by Elsa Pataky, with the products featuring near identical packaging, imagery and website design.

Mum and entrepreneur Keira Rumble launched her first clean and sustainable skincare business Habitual Beauty in July 2021, just five days after giving birth to her son Hunter.

She is already the proud owner of ingestible beauty company Krumbled Foods and sells a range of collagen-infused powders to add to your morning coffee or smoothie, for an all-round approach to health. 

Months after launching Habitual Beauty Keira noted a peculiar bulk order from another skincare company directly to their headquarters. They went on to make three more orders. 

On June 1, a new skincare company called Purely Byron emerged on the market, co-founded by actor Chris Hemsworth’s wife Elsa Pataky and ASX-listed beauty and wellness business BWX, and almost immediately drew the attention of Keira’s loyal customers.

It also piqued Keira’s interest because it was the same company that had ordered her product almost a year before. 

Mum and entrepreneur Keira Rumble (pictured) launched her first clean and sustainable skincare business Habitual Beauty in July 2021, just five days after giving birth to her son Hunter

On June 1, a new skincare company called Purely Byron emerged on the market, co-founded by actor Chris Hemsworth's wife Elsa Pataky (pictured) and ASX-listed beauty and wellness business BWX

On June 1, a new skincare company called Purely Byron emerged on the market, co-founded by actor Chris Hemsworth’s wife Elsa Pataky (pictured) and ASX-listed beauty and wellness business BWX

Fellow mums and bloggers Jessi and Millie shared a reel to their Instagram page on June 7 comparing Purely Byron’s six-product collection to Habitual Beauty’s lineup of five skin-targeting, science-backed products.

‘I was just scrolling through the news when I noticed Chris Hemsworth’s wife Elsa has launched a new skincare brand inspired by Australia. And I thought hang on that looks kinds of familiar,’ the women said.

‘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.’

The post drew hundreds of comments and saw multiple social media accounts comparing the two companies, including Estee Laundry and Oz Beauty Expert.

On Purely Byron’s website, which features a peachy pink and light brown colour palette, there is a Divine Ritual Balm – an overnight moisturiser – for $80, Divine Ritual Boost of Radiance brightening serum ($40), Divine Ritual Boost of Hydration ($40), Divine Ritual Boost of Rejuvenation ($40), Divine Ritual Boost of Balance ($40) and Clay Mask ($80).

Keira Rumble

Elsa Pataky

‘I was just scrolling through the news when I noticed Chris Hemsworth’s wife Elsa has launched a new skincare brand inspired by Australia. And I thought hang on that looks kinds of familiar,’ the women said

Fellow mums and bloggers Jessi and Millie shared a reel to their Instagram page on June 7 comparing Purely Byron's six-product collection to Habitual Beauty's lineup of five skin-targeting, science-backed products

Fellow mums and bloggers Jessi and Millie shared a reel to their Instagram page on June 7 comparing Purely Byron’s six-product collection to Habitual Beauty’s lineup of five skin-targeting, science-backed products

Habitual Beauty and Purely Byron sell five and six products respectively at present, with Purely Byron said to be launching their new collection soon

Purely Byron's serum

Habitual Beauty and Purely Byron sell five and six products respectively at present, with Purely Byron said to be launching their new collection soon

All of the products are currently available for pre-order alongside a cotton muslin cloth ($20) and a ‘face sculptor’ ($80).

‘Moving to Byron Bay in 2014 I felt an immediate connection to its natural beauty, community and spirit,’ Elsa has written on the 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.

‘I also wanted to give back to the community that gave me inspiration, so it was essential that it was made locally, with sustainable practices, and a clear plan for supporting the Byron community.

‘I’m so excited to launch Purely Byron, a natural skincare range that captures the essence of Byron, celebrating its powerful native botanicals and serene calming spirit.’

Purely Byron's products are currently available for pre-order alongside a cotton muslin cloth ($20) and a 'face sculptor' ($80)

Purely Byron’s products are currently available for pre-order alongside a cotton muslin cloth ($20) and a ‘face sculptor’ ($80)

Habitual Beauty sells a Nourishing Moisturiser ($100), a Hydrating Sleep Mask ($95), Hydrating Serum ($125), Rejuvenating Facial Oil ($120) and Balancing Cleanser ($70) as part of its current collection

Keira addressed the brewing controversy on her Instagram page on the evening of June 7, saying the 'similarities between the two brands are far too similar for her not to talk about it'

Habitual Beauty sells a Nourishing Moisturiser ($100), a Hydrating Sleep Mask ($95), Hydrating Serum ($125), Rejuvenating Facial Oil ($120) and Balancing Cleanser ($70) as part of its current collection

Habitual Beauty sells a Nourishing Moisturiser ($100), a Hydrating Sleep Mask ($95), Hydrating Serum ($125), Rejuvenating Facial Oil ($120) and Balancing Cleanser ($70) as part of its current collection.

Keira addressed the brewing controversy on her Instagram page on the evening of June 7, saying the ‘similarities between the two brands are far too similar for her not to talk about it’.

‘I got a very generous order for Habitual Beauty a few months after we launched and as a small business owner I go back and check who purchased it… so I wanted to know a little bit more about this person and where in the world they’re buying it from,’ she explained of her first interaction with the founder of Purely Byron.

‘I noticed it was from another skincare company. I did a bit of research and it seemed like they hadn’t launched yet so I didn’t really think anything of it and then I got three more bulk orders of product directly to their head office.

'I got a very generous order for Habitual Beauty a few months after we launched and as a small business owner I go back and check who purchased it... so I wanted to know a little bit more about this person and where in the world they're buying it from,' she explained of her first interaction with the founder of Purely Byron

She was made aware of Purely Byron's launch in early June, namely because some of her customers had pointed out how similar the website, branding, colours, packaging and imagery were to Habitual Beauty

‘I got a very generous order for Habitual Beauty a few months after we launched and as a small business owner I go back and check who purchased it… so I wanted to know a little bit more about this person and where in the world they’re buying it from,’ she explained of her first interaction with the founder of Purely Byron

‘And then I got really busy… my son had just been born and I’d only launched the brand five days after his birth. You all know how much time and I’ve literally put my entire life savings into this business and it has been a really hard near year of launching in a market.’

She was made aware of Purely Byron’s launch in early June, namely because some of her customers had pointed out how similar the website, branding, colours, packaging and imagery were to Habitual Beauty.

‘This is the same brand that ordered four times from my business and don’t get me wrong I’m very well aware that these things happen… I’m currently in Supreme Court for IP theft for my other business Krumbled Foods,’ 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.’

The company's General Manager Jacqueline Rosen told FEMAIL that Purely Byron rejects any allegation of sampling or copying, which they claim is evidenced by the imminent release of their new range titled the Native Sunrise Blend Collection

The company’s General Manager Jacqueline Rosen told FEMAIL that Purely Byron rejects any allegation of sampling or copying, which they claim is evidenced by the imminent release of their new range titled the Native Sunrise Blend Collection

On June 8 Purely Byron blocked customers from being able to comment on its Instagram page.

The company’s General Manager Jacqueline Rosen told FEMAIL that Purely Byron rejects any allegation of sampling or copying, which they claim is evidenced by the imminent release of their new range titled the Native Sunrise Blend Collection.

‘Purely Byron is a natural, effective skincare brand created specifically for women who want to see change on their skin,’ she said.

‘The brand is inspired by Byron Bay beaches, with product creation having started in 2019.

‘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 utilise the same colours and tones.’



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