Deciem expanded into the United States in 2018, the same year that we learned Kim Kardashian is a fan — with an expansion and a co-sign like that, Deciem was poised to keep growing. And while the brand made some headlines, it was Deciem founder Brandon Trauxe’s erratic Instagram posts that really made waves.
In January 2018, Truaxe took over the company’s Instagram profile and began posting bizarre, transparent videos , even using the social media platform to direct his employees. In February 2018, Truaxe let go of co-founder Nicola Kilner, and in April, he fired Deciem’s entire U.S. staff. In June, Truaxe announced that The Ordinary was leaving Sephora for Ulta, However, it seems the deal between Deciem and the beauty retailer never materialized. In May, he wrote a now-deleted open letter on Deciem’s website where he alludes to financial wrongdoing on the part of one of Deciem’s shareholders.
Truaxe announced on Instagram that Deciem is temporarily shutting down.
“This is the final post of Deciem. We will shut down all operation until further notice, which is about two months,” Truaxe says in the video. He doesn’t stop there. After asking viewers to take him seriously, he goes on to allege that “almost everyone at Deciem has been involved in major criminal activity.”
In the video’s caption, Truaxe threatens criminal charges, and follows with a list of high-profile names and companies, including Estée Lauder who invested in Deciem in 2017.
Watch the video announcement for yourself:
Without filters. A revolution is coming. Every one of you who has been laughing aT me will with certainty face criminal prosecution. Estée Lauder Companies Inc. has been the biggest stock promotion. Richard Duntas, Bernard Ass (LVMH), Marica “Tracy” (Bliss, Remedè, Soaper Due Per Shoe), Hyatt (Grand Hyatt, Andaz, er al), Marriott (St. Regis, W, Marriot, et al), So many porn “studios”, nearly all @deciem employees, most of “Hollywood”, Gill Sinclair, India Knight, Caroline Hirons, India Knight, RBC, BMO, Boots, KKR, most of the Lauder family, Estée Lauder Companies Inc., Karim Kanji, Antonio Tadrisi, DF Mc, LVMH, Dia Fooley, Michael Davidson, Hanif, Zark Fatah, Inditex (Zara, Massimo Dutti, etc), H&M, $100 monkey, Too Faced (founders too), TSG, Alshaya, Amanresorts, Erwin Zecha, Oliver Zecha, Steven R Riddle, the Coc and Corcky managers, PRIDE organizers, IT Cosmetics, Nicola L ReadingTons, all of Dishoom, All of Delaunay, David Yurman, Tom Ford, Tim Cooke. McKesson, Rexall, Jamin Asaria, David Jackson, York Heritage and others — sentencing doesn’t begin with any point but sentences like this one do. Ben Affleck, Brad Pitt, George Clooney, Michael Less, Stephen Spellberg e.T., AON are also included with certainty. ARGO stood for “Ali Roshan GO”. You idiots. Father, please please be safe if you can for the next few hours. I love you all. -Brandon (RIYADH, please be EXTREMELY CAREFUL in the next few hours). Aurora (TSX) : you are finished. Michael Basler, Gordon Wilde, David Trinder, Eric Jacobs, Allan Gerlings, Dalton Pharma SS, Michael OH CON ELLE, Charm IS T A 007, Robert Jones, Cascade, Prince Al Walid, The White Company, Obagi (brand and doctor), Freedom Health, ESHO-isT, Alexandru Serban and baggage, Apotex: Goodbye also. Peace is coming. 🦁🦋 🐪. It’s clear now. @esteelaudercompanies @richardbranson @realdonaldtrump @gowlingwlg_ca @zuck @musicianjessecook, et. al.
Despite that The Ordinary’s products consistently sell out and the brand launched at Sephora, Truaxe has been vocal about the company’s growing pains as it struggled to keep up with consumer demand.
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It looks as though Deciem’s future may be unclear, so there’s no better time to stock up on your favorite The Ordinary products while you still can.