Hala
, October 10, 2018
by Hala Oran

Drama & Conspiracy Surrounding The Closing Down of Deciem; The Company Behind The Ordinary!


IF you were the type to stock on your beauty essentials then cudos for you! We hope you were stocking on The Ordinary because sadly the company is closing down! Deciem the company behind The Ordinary, NIOD, and Hylamide is sadly shutting down its entire business.

Brandon Truaxe founder of Deciem, in a shaky appearance in an Instagram video claimed that they will shut down operations until further notice. Lovers of conspiracy theories might allow their imaginations to run wild especially that Truaxe was speaking of “major criminal activity” while seated next to two strangers whom he claimed were colleagues and for some reason the clip was geotagged to The White House.




“This is the final post of Deciem. We will shut down all operations until further notice, We have two months. Please take me seriously.” was among the things said by Truaxe in a minute-long video.




Truaxe went on a tirade claiming that almost everyone at Deciem has been involved in major criminal activity. The caption under his Instagram video lists all sorts of names of individuals, celebrities and corporations and also includes some ambiguous messages such as “Father, please please be safe if you can for the next few hours. I love you all.” And another sentence for someone named Brandon or Riyadh telling him to be extremely careful in the next few hours! If this sounds like a scene from a movie then you are right…as to what’s really going on time will only tell.



Deciem was founded in 2013, it is based in Toronto and the company initially launched 10 sub-brands including a men’s grooming line. They have around 800 employees and more than two dozen stores worldwide, and they use the tagline “The Abnormal Beauty Company”. The Ordinary has become a cult-favourite beauty line due to its budget-friendly pricing and the fact that you can buy simplified and straight forward ingredients. Truaxe is actually a computer programmer and prior to establishing Deciem he had in fact co-founded two previous beauty companies only to exit on bad terms. Truaxe it seems has a history of weird public behaviour; the beginning of this year he cut down the company’s marketing team, he took control of Deciem’s social-media accounts, he discontinued one of the company’s lines without his partner’s knowledge, he also blocked people and made racist comments. He cut ties with Sephora a few months ago as well.



As of now we know that Deciem’s website is currently down, and some of their stores are also closed, though the products can probably still be found through other stockists. Fans are outraged and many took to social media to vent and for now people are trying to stock up.



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Oct 10, 2018