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Home / Business / Brandon Truaxe, Deciem founder and The Ordinary Creator, passed away at the age of 40

Brandon Truaxe, Deciem founder and The Ordinary Creator, passed away at the age of 40



Brandon Truaxe, who first made ten headlines and was recently created for the departure of Deciem, the company he founded, has died. An executive of the company has confirmed the message in an email to Vox.

Acting CEO Nicola Kilner wrote in an email to Deciem employees who were reviewed by Vox:

I can not believe I write these words. Brandon passed away this weekend. Heartbroken does not come close, like me and how I know many of you will feel.

All offices, warehouses, factories, and shops are closing today, saddening, smiling at the good times we had, reflecting what his genius has built, and embracing your loved ones a little harder.

We are all incredulous and shocked, but I will be back soon.

I love you all, just like him.

It was a turbulent year for the company and controversial founder Brandon Truaxe. Headquartered in Toronto, Deciem has generated sales of $ 300 million from The Ordinary, a skin care brand whose products cost less than US $ 10. He had personally designed much of the company's news and referred to it as the "Abnormal Beauty Company." He was a quirky and charismatic founder who personally contacted consumers.

In early 2018, however, Truaxe began gaining negative publicity when he began publishing bizarre and disturbing messages on Instagram. Estée Lauder, a minority shareholder in the company, filed a lawsuit against Truaxe in October 2018 after posting on Instagram that the company should be closed immediately for "financial crimes" committed. (So ​​far, no evidence has been released that this is the case.) A cosmetic giant lawyer told a judge that Truaxe had "essentially set fire to the company," according to a CBC report. The judge dismissed Truaxe as CEO and appointed Nicola Kilner as acting CEO (Kilner previously co-CEO, then dismissed by Truaxe, but has recently returned to the company). A few days later, a judge issued an injunction against Truaxe after the founder sent e-mails to Estée Lauder retired chairman Leonard Lauder and other executives identified as threatening. Vox turned to Estée Lauder to comment.

A December report from the Canadian Financial Post revealed that Truaxe had been hospitalized on suspicion of mental illness. Truaxe denies having diagnosed a mental illness, but admitted to consume various drugs.

Truaxe had published unpredictable videos and news on his personal Instagram page in recent weeks. His last four posts on January 19 were alone videos from his penthouse in Toronto, whose speech he published. The commentators were concerned about his stated drinking as he claimed to drink tequila. One wrote: "BE SAFE."

Truaxe was 40 years old.

We will update this history as more information becomes available.

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