Brandon Truaxe was the highly contentious founder of Deciem, the parent company the popular The Ordinary brand, has died. The Ordinary’s affordable skincare line has become so sought after that even vendors such as Beautylish, Sephora, and Ulta carry the product.
On Monday, January 22nd, 2018, multiple sources advised that Brandon Truaxe had passed away on the weekend, and a statement from Deciem was issued to all employees of the brand on Monday morning. Deciem, having been given the “Abnormal Beauty Company” name has unexpected signs in their windows.
Official police services responded to a wellness call at approximately 1:30 PM on Sunday, January 21st. Police have stated that they are currently looking at it as a non-suspicious, non-foul play, and non-criminal investigation.
In 2013, Brandon Truaxe founded Deciem, and from there, he quickly dubbed it “The Abnormal Beauty Company.” The Deciem brand, regardless of the name behind it, took the cosmetic industry by storm with low prices, unique marketing, consumer loyalty, and high sales.
Additionally, Truaxe was widely known for his outlandish and surprising social media interaction and posts. Many of his posts caused companies, and even customers, to question whether Truaxe’s antics were just a marketing stunt used to bring attention away from more expensive skincare lines to his.
Estee Lauder, Deciem’s primary and largest shareholder, began an injunction that ousted Brandon as the chief executive of the company. Estee Lauder sought the order last October after Truaxe posted publicly that all stores are closing due to broad criminal activity within the entire organization.
Brandon Truaxe did not contest the injunction to have him removed as chief executive.
Deciem has paid tribute to their founder via their corporate Instagram account on the 21st.
It stated: “Brandon, our founder, and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t image a world without you, we promise to take care of each other and work hard to continue your vision. May you finally be at peace. Love, (forever) your DECIEM finally.