What on Earth Is Happening to Deciem?
Founder Brandon Truaxe claims there’s “major criminal activity.”
Buckle up, because you’re in for a ride. If you’re not yet familiar with skincare company Deciem, “The Abnormal Beauty Company,” it is the parent company of cult labels The Ordinary and NIOD, and has become praised for its transparency and fresh take on beauty and skincare.
Now, Brandon Truaxe, the founder of the label has taken to Instagram to post a lengthy statement accompanied by a non-sensical video in which he claims Deciem will no longer be operating. The CEO has previously had a number of controversial incidents, ranging from messy public firings, to publicly flaming fellow beauty brand Drunk Elephant. Needless to say, there’s been a lot of chaos behind Deciem during the past year, and now it looks like it is coming to an end – for now.
In the video, Truaxe claims that “this is the final post,” and writes that the post is, “without filters. A revolution is coming. Every one of you who has been laughing at me will with certainty face criminal prosecution.” It is hard to decipher what else he’s writing, but it includes a list of names and brands, from Zara and H&M, to Brad Pitt and George Clooney. See for yourself below, and let us know in the comments what you make out of it.
As of now, it remains to see whether Deciem will continue its operations and what will happen from now on. Make sure to keep checking back for all the latest news, because we’re just as confused as you are.
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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.