If you love The Ordinary, you’re going to want to read this. But prepare yourself.


It’s bad news.

Brandon Truaxe, the founder of Deciem – the parent company of brands including, The Ordinary and Niod – has announced via Instagram that the it “will shut down all operations until further notice, which will be about two months.”

The news has come as a complete shock – not just because of the sad loss of these brilliant brands, but also because of the peculiar way it was delivered.

Truaxe recorded himself delivering the message in the back of a car, but doesn’t appear to make very much sense; often sounding incoherent and going off on a tangent.

View this post on Instagram

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.

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Oct 8, 2018 at 5:41am PDT

He claims that, people have often bullied him and that ‘almost everyone at Deciem has been involved in a major criminal activity which includes financial crimes and much other.’

In the caption under the video, he mentions celebrities like, George Clooney, Brad Pitt and Ben Affleck. However, it isn’t entirely clear why.

Estée Lauder companies, who last year invested heavily in the company, gave a statement to the BBC, in which they said; ‘We are deeply concerned by the material that has recently been posted on social media and will defend our rights as a minority investor.’

The Ordinary, arguably Deciem’s most successful brand, has become a world-wide phenomenon due to it’s affordable, yet hardworking formulas. Deciem has stores in Australia, the US, Canada, as well as the UK and has been on a rapid rise since it’s launch in 2013.

An internal Deciem email was leaked to Cosmopolitan UK, that was allegedly sent from Truaxe to employees instructing them to: ‘Please close all UK stores except the one near Spit-a-Field Mark iT [sic] as of immediately and until February 2019’.

Whilst Truaxe claims that the closure is only temporary, the brand’s website is now just a red screen and most of the UK’s branches have not opened their doors to customers.

The post If you love The Ordinary, you’re going to want to read this. But prepare yourself. appeared first on Marie Claire.



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