RY.com.au—one of the country’s original eCommerce beauty retailers—has returned to private Australian ownership following its reacquisition by co-founders James Patten and Bradley Carr. The deal includes not only RY.com.au, but also AbsoluteSkin.com.au and the Australian operations of LookFantastic.com.au, following The Hut Group’s (THG) strategic withdrawal from the local market.

The relaunch forms the foundation of a newly independent, multi-brand beauty group headquartered on the Gold Coast, with a bold goal to double revenue within 18 months.

“This is more than a transaction—it’s a fresh start,” said Patten. “We’re bringing these brands back to life with a renewed focus on expert advice, premium service, and long-term customer value.”

Founded in 2005, RY.com.au (Recreate Yourself) was one of the first Australian beauty retailers to bridge digital and physical retail, launching bricks-and-mortar stores with in-store salons long before the current omnichannel trend. After selling the business in 2017 to THG, Patten and Carr have now returned to lead its next chapter.

“Being an original founder of the business, it was always sad to see it move on to new ownership when we sold,” Carr told Retail Beauty. “When the opportunity to buy it back came up, it was hard to say no.

“Bringing ownership back into Australia is the key,” he added. “It’s very hard to manage a company on the other side of the world. Being privately owned gives us a competitive advantage—we can move quicker than competitors and build a more passionate and dedicated team to drive the RY brand back to its former glory.”

Carr, who now oversees operations and technology, draws on recent experience scaling CarModsAustralia, while Patten—freshly returned from several years travelling Europe—brings a proven track record in eCommerce, having previously launched and exited both KitchenwareSuperstore and Crooze.com.au.

Strategic Roadmap

  • The relaunch will see several key initiatives rolled out across the new group:
  • All warehouse and customer service operations based on the Gold Coast
  • Live one-on-one video consultations with qualified skin therapists
  • A new treatment-led physical store launching in Queensland
  • Exclusive brand campaigns and strengthened supplier partnerships

“We are all about professional advice, which is why our staff are trained beauty therapists and hairdressers,” said Carr. “They know the products, they’ve worked with them and have a wealth of experience. Sharing that via live chat, phone, video consultations, and in-store is a key difference.”

The founders say being privately owned gives them the flexibility to prioritise long-term growth over short-term returns—something that sets them apart in a highly competitive market.

“Being privately owned means we’re nimble, responsive, and can focus entirely on what’s right for the customer,” Carr said. “We’re not driven by quarterly shareholder returns—we’re building a long-term, customer-first business.”

With Beauty & Personal Care now one of the most purchased product categories online in Australia (Statista, 2024), and with multinationals like THG pulling out of regional operations, the timing is ideal for a trusted local player to reclaim market share.

“We’re blending expert guidance with local fulfilment, passionate customer service, and a cleaner, smarter retail experience,” said Patten. “We’re excited to be back—and we’re just getting started.”

Carr believes the group’s success will come from getting the fundamentals right.

“As much as I’d love to give you a groundbreaking answer, I’m afraid it’s quite simple—we’re going to do it right,” he said. “We care about our customers in a way others don’t. Every decision we make is with our customers in mind—from the brands we stock and our delivery speeds to the people we hire for customer service. That’s what sets us apart.”

Reflecting on how far the beauty eComm space has come since 2005, Carr notes:

“A lot! When we started it was hard—postage was slow, the internet was slow and no one bought on mobile phones. But one thing has remained the same: our ability to adapt. It’s our job to evolve with technology and customer behaviour so we’re always providing the most streamlined, enjoyable and convenient experience.”

As the new group takes shape, industry eyes will be on how RY.com.au, AbsoluteSkin, and LookFantastic’s local presence evolve under founder-led leadership. One thing is clear: the Australian online beauty scene just got a powerful homegrown player back in the game.

Read the AUTUMN ’25 issue of Retail Beauty below:

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