Deciem founder Brandon Truaxe dead at 40

Marco Green
January 22, 2019

One line in the range that continues to make waves in the skincare industry is the Ordinary.

Deciem's acting chief executive Nicola Kilner wrote an email to the company's staff on Monday confirming that Truaxe had died over the weekend, according to Vox Media, which reviewed the email and published it on Monday.

Truaxe created Deciem, known as "the Abnormal Beauty Company", in 2013, growing the business to more than 10 beauty brands. You touched our hearts, inspired our minds and made us believe that anything is possible.

He also tagged Deciem investor Estée Lauder Companies Inc in the post, forcing the company to release a statement distancing itself Truaxe and his brand.

On Saturday, Truaxe posted a series of videos on Instagram from his apartment, where he talked about drinking tequila and gave his home address multiple times. Further details about his claims have yet to be revealed, but a court recently appointed PricewaterhouseCoopers to investigate the allegations. A company memo informed employees of the news Monday morning.

In October 2018, Truaxe posted a video to Deciem's Instagram account in which he said he was shutting down the company and alleged "almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and much others", prompting Estée Lauder to take him to court.

In the application, Estée Lauder said its fight to oust Truaxe was fuelled by hundreds of "outrageous, disturbing, defamatory, and/or offensive posts" he made on Deciem's social media pages over the past year that "harmed" the business and its reputation.

"We are incredibly saddened by the news of his passing". "This is a profound loss for us all".

Despite the turmoil, Deciem was long considered Truaxe's biggest success.

Prior to Deciem, he studied computer programming and founded skin treatment companies Euoko Inc. and Indeed Laboratories, software development firm Schematte Corporation and nutritional supplements company Organic Senses Ltd.

Its best selling cream came with a $525 price tag and was laced with snake venom, which it claimed reduced wrinkles. "You have no idea what a soldier I have been for 13 years".

Other reports by Click Lancashire

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