Brandon Truaxe, founder of skincare brand Deciem and cult range The Ordinary, has been sort of publicly unraveling of late, but yesterday, he took to Instagram to claim that he is closing down his company until further notice, due to alleged "major criminal activity".
2018 has been a weird year for the Toronto-based, self-proclaimed 'abnormal beauty company': messy public firings; Instagram mayhem including photos of garbage dumps, dead sheep, and fights with followers; and alarming accounts of an abusive work environment has been just some of the drama unfolding at Deciem.
And at the helm of it all is Brandon Truaxe, Deciem's loose-canon founder and acting CEO, who in January, posted a video on Instagram in which he announced he was cancelling all of Deciem's "marketing plans." He wrote that he was going to start using Deciem's Instagram as his own and that he'd start responding personally to all comments and emails.
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The words in this video mean more to me than to anyone. I will talk to you beautiful people on our social channels from now on. I'll maintain an email subscription list and you can subscribe to it by simply sending an empty email to [email protected]eciem.com. I'll share my thoughts that relate more to life than DECIEM on my own Instagram feed @btruaxe. We are all humans. We are not consumers, races, genders or sexualities. 🌎 Our social team won't respond to any comments on this post because I will respond to all of them personally. Please ask any order or product questions on another post or via DM so that I can commit time to this post. ❤️
A series of selfie-videos and narcissistic posts from Truaxe followed and the brand's page began to look more like his own personal account rather than that of a product-focused business one. In February, Truaxe let go of co-founder Nicola Kilner, and the following month, he fired Deciem's entire U.S. staff.
In his latest unhinged video, Truaxe begs viewers to "please take me seriously", as he films from the back of a car, with two men, who he claims to be Deciem colleagues.
He says " 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."
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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.
The video is accompanied by a lengthy, incoherent caption, with Truaxe threatening a list of people - including several high profile members of the beauty industry, and Hollywood celebrities, including Brad Pitt and Stephen Spielberg - with unsubstantiated claims, and "criminal prosecution".
Please, for the love of God, can someone just take the phone off him?!