Beauty

Brandon Truaxe, founder of skincare brand Deciem, says he’s closing down his company

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Lucy Partington
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Deciem, the parent company of skincare brands like The Ordinary and Niod, is closing its doors due to “major criminal activity”

Toronto-based skincare brand Deciem, which is the parent company of cult brands like The Ordinary and Niod, has shot to cult status in the last few years thanks to incredibly good value, hardworking products.

It’s fair to say that Truaxe started a skincare revolution and shook up the industry, forcing other brands to be more transparent in their products and ingredients. In fact, the brand became so popular so quickly that Estee Lauder took out a minority stake in Deciem to help keep up with the demand for products.

But yesterday, after months of uploading bizarre pictures and videos, Truaxe took to Instagram one last time to announce that he is planning to close down the company until further notice, due to alleged “major criminal activity.”

The video, above, appears to have been filmed in the back of the car and in it Truaxe pleads with viewers, asking them to take him seriously.

In it he says, “Hi everyone, I’m Brandon Truaxe, founder of Deciem. This is the final post of Deceim, which we will shut down all operations until further notice, which will be about two months. Almost everyone at Deciem has been involved in a major criminal activity which includes financial crimes and much other. You have no idea what a solider I’ve been for more than thirteen years. I’ve been made fun of, as a porn actor, and as a f**king drug dealer and everything, for thirteen years and it’s all ending now.”

There’s no telling what’ll happen next – but if you’re worried about what skincare products you’ll use now, here are three other brands shaking up the industry.

Main image: courtesy of Deciem

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Lucy Partington

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