In a bold move for the Australian beauty industry, RY.com.au, one of the country’s first online beauty retailers, has been reacquired by its original founders, James Patten and Bradley Carr, marking the brand’s return to private Australian ownership since 2017.
The acquisition includes RY.com.au, AbsoluteSkin.com.au, and now the Australian management of LookFantastic.com.au, following The Hut Group’s strategic exit from the local market.
The relaunch forms a new, independent beauty group with ambitions to double revenue within 18 months.
"This is more than a transaction – it’s a fresh start," said co-founder, James Patten.
"We’re bringing these brands back to life with a renewed focus on expert advice, premium service, and long-term customer value."
Co-founders James Patten and Bradley Carr (image credit: Luke Marsden/goldcoastbulletin.com.au)
Patten, who co-founded RY in 2005, brings a strong track record in online retail. He also launched and scaled KitchenwareSuperstore.com.au (sold in 2015) and action-sports marketplace, Crooze.com.au (sold in 2022). Now back on Australian soil after several years sailing through Europe with his family, he returns refreshed and ready to lead the next chapter.
Bradley Carr, co-founder, leads the operational and systems side of the group and leans on recent experience growing CarModsAustralia – Australia's largest online performance parts website. With an extensive background in growing and scaling companies, Carr is responsible for delivering the tech, fulfilment, and automation strategy that underpins the group’s growth
The relaunch will see:
1. Warehouse operations and customer service fully based on the Gold Coast.
2. Live one-on-one video consultations with qualified skin therapists.
3. New treatment-led retail store opening in QLD.
4. Strengthened supplier relationships and exclusive brand campaigns.
RY.com.au was one of the first beauty ecommerce brands in Australia to integrate physical retail – launching bricks-and-mortar stores with in-store salons as early as 2015, long before today’s push into omnichannel.
"Being privately owned means we’re nimble, responsive, and can focus entirely on what’s right for the customer," said Carr.
"We’re not driven by quarterly shareholder returns – we’re building a long-term, customer-first business."
With beauty and personal care now ranked among Australia’s most purchased online categories, according to Statista, and multinational players like The Hut Group stepping back, the timing is ideal for a homegrown, trusted alternative to take the lead.
"We’re blending expert guidance with local fulfilment, passionate customer service, and a cleaner, smarter retail experience," added Patten.
"We’re excited to be back – and we’re just getting started."
You can shop RY here.
Header image credit: RY.com.au
