Deciem Founder Brandon Truaxe Has Died
Brandon Truaxe, the founder and former CEO of beauty company Deciem, has died.
Truaxe founded Deciem in 2013 with the tagline “the abnormal beauty company”, launching cult skincare brands Niod, Hylamide, and The Ordinary, among others. The latter in particular garnered global acclaim, with Truaxe credited with shaking up the luxury skincare market by offering high-performance ingredients to the mass market at low prices. Transparency was a key pillar within the company, and Truaxe spoke to Vogue in 2017 about his ambitions to democratize beauty, saying, “The Ordinary allows a larger audience to have proven skincare technologies at their disposal regardless of income or status.”
Vox reports that Nicola Kilner, who was made acting CEO of Deciem, sent the following email to the company.
“I can’t believe I am typing these words. Brandon has passed away over the weekend. Heartbroken doesn’t come close to how I, and how I know many of you will be feeling. All offices, warehouses, factories, and stores please close today and take the time to cry with sadness, smile at the good times we had, reflect on what his genius built, and hug your loved ones that little harder. We are all in disbelief and shock but I will be in touch again very soon. I love you all incredibly much, as did he.”
A tribute was also posted on the Deciem Instagram account.
Truaxe was ousted from Deciem in October following his increasingly erratic behavior, including a number of troubling posts on Deciem’s Instagram page. Estée Lauder, a minority investor in the company, had taken legal action against him after he announced on the social-media platform that the company was shutting down.
Truaxe was 40 years old.
Originally published on Vogue.co.uk.