Brandon Truxe, the founder of skincare brand Deciem and it’s cult budget offshoot The Ordinary, recently posted to Instagram announcing that the company would shut down until further notice.


Watch the video below…

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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.

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on

Now, if your first question is who is Deciem, you are not alone:

“Truaxe founded Deciem in 2013 and launched 10 sub-brands simultaneously — including hair care, supplements, and a men’s grooming line — which is pretty much unheard of in the beauty industry. His company, based in Toronto, also makes its own products, instead of contracting outside manufacturers, which is how most beauty brands work. Deciem employs about 800 people and has more than two dozen stores worldwide. Tagline: ‘The Abnormal Beauty Company.'”1

“…over the last year it catapulted to popularity across social media and aggressively expanded store opening plans to Melbourne, Sydney, Seoul, the UK, and the US. It is projected to earn $300 million in sales in 2018 and, last summer, Estée Lauder made a minority investment (it owns 28 percent). You likely recognize Deciem’s most popular line, The Ordinary, which has won over skincare enthusiasts with its no-frills, active ingredients-focused, freakishly affordable line of products. It’s so loved that when it launched a foundation in 2017, it earned a 25,000-person waitlist.”2

So what exactly is going on? Well, that’s a deeper and more confusing discussion (but for the entire timeline, hop over here). All we really know right now is that this much-loved brand is going to shut down due to “major criminal activity.” That makes us sad because Truaxe loves animals and promised to never test on them (and didn’t) and he wanted people to have access to good, affordable ways to take care of their skin.


We will update you with more information as soon as it becomes available.

Sources and References

  1. VOX, Octoer 9, 2018.
  2. Elle, October 8, 2018.