Deciem founder Brandon Truaxe dead at 40

Brandon Truaxe, the controversial and enigmatic founder of Deciem, the upstart Canadian company behind the hugely popular ‘The Ordinary’ skin care line, has died.

Two sources told CBC News Monday that Truaxe died over the weekend. A company memo informed employees of the news Monday morning.

Truaxe founded Deciem in 2013, dubbing it The Abnormal Beauty company.

It quickly became one of the most disruptive in the cosmetic industry, mainly because of its low prices, skyrocketing sales, and customer loyalty.

Truaxe was also known for outlandish social media posts that prompted some to question if they were all a marketing stunt.

In October, Truaxe was ousted as chief executive of Deciem after the company’s largest shareholder, Estée Lauder, sought an injunction in an Ontario court.

The move came after Truaxe announced in one of those videos that he was closing all of Deciem’s stores due to what he said was financial wrongdoing at the company.

Since then, his Instagram account has posted a series of erratic video posts, including one that appears to have been taken at some point over this past weekend.
继续阅读Deciem founder Brandon Truaxe dead at 40

DECIEM | The Abnormal Beauty Company in Toronto, Canada

很多人从来没有听说过DECIEM这间护肤品公司,但正是这间位于加拿大多伦多的公司出品近年来网上最红的护肤品系列The Ordinary。

DECIEM成立于2013年,其护肤产品都有科技支撑,高效平价,迅速在网上蹿红。尽管DECIEM从来不花钱打广告,但诸多忠实用户还是热情的积极分享使用体验,DECIEM的平价产品线The Ordinary尤其受欢迎,因为成分单纯、高效,品质相当于10倍其价格的高价护肤品,性价比超高。正如DECIEM的口号:Luxury Never Makes Anyone Beautiful(奢华绝不会令人美丽)。热销产品如:10%烟酰胺精华+1%锌原液30%果酸+2%水杨酸

最全干货,The Ordinary科普指南(上)

超全护肤功课,The Ordinary使用手册(下)


继续阅读DECIEM | The Abnormal Beauty Company in Toronto, Canada