Brandon Truaxe Founder of Deciem Date of Birth: 01.01.1979 Country: Dive

1. Brandon Truaxe: A Charismatic Enigma in the Beauty World
2. Deciem and The Ordinary: A Cult Following
3. Mental Health Struggles and Controversies
4. Rumors of Instability and Termination
5. Death and Legacy
6. The Ordinary's Enduring Impact
7. Deciem's Success and Global Expansion

Brandon Truaxe: A Charismatic Enigma in the Beauty World

Brandon Truaxe's journey as an innovator in the beauty industry began with humble beginnings in computer science. He co-founded a series of lesser-known brands like Euoko and Indeed Labs before his true breakthrough.

Deciem and The Ordinary: A Cult Following

In 2013, Truaxe established Deciem, a Toronto-based company that would redefine the beauty landscape. Deciem's portfolio consisted of nine brands tailored to millennials, emphasizing minimalism, affordability, and transparency. The Ordinary, a line of skincare products, emerged as the brand's flagship, gaining widespread popularity.

Mental Health Struggles and Controversies

Truaxe's tenure at Deciem was marred by a series of controversial incidents. His bizarre behavior on social media, including obsessive posting of self-portraits and photos of garbage, raised concerns about his mental health. Public firings, accusations of financial impropriety, and attacks against employees and other brands further escalated the situation.

Rumors of Instability and Termination

In the wake of Truaxe's erratic actions, rumors of his instability spread like wildfire. Nicole Kilner, Deciem's co-founder, was appointed CEO after Truaxe's suspension. The decision to remove him as CEO was prompted by his "questionable online behavior" and concerns about the company's reputation.

Death and Legacy

Truaxe's tragic death in January 2019 at age 40 cast a shadow over the company he had built. Kilner announced a company-wide day of mourning in his memory, urging employees to reflect on his legacy. Estée Lauder, an investor in Deciem, expressed its condolences, calling Truaxe a "true visionary" and "a great loss."

The Ordinary's Enduring Impact

Truaxe's creation, The Ordinary, continues to be a cult favorite in the skincare industry. Its affordable, high-quality products have received praise from industry experts and beauty enthusiasts alike. Celebrity endorsements, such as Kim Kardashian West's support for the brand's retinol serum, have solidified its position as a leader in the market.

Deciem's Success and Global Expansion

Deciem's approach to beauty has resonated with consumers worldwide. The company operates stores in Canada, the United States, the United Kingdom, Australia, and South Korea. In 2018, Deciem's sales were estimated to reach $300 million, a testament to Truaxe's ability to disrupt the industry and connect with a global audience.