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Skincare Brand Deciem Is Closing Down 'Until Further Notice', Says Its Founder

Rachel Andrews

| Last updated 

Skincare Brand Deciem Is Closing Down 'Until Further Notice', Says Its Founder

Featured Image Credit: The Ordinary/NIOD

Founder of cult skincare brand Deciem, Brandon Truaxe, has announced that the company is closing its doors until further notice in an emotionally charged Instagram post.

Brandon claimed he was shutting Deciem down due to alleged 'major criminal activity', begging his followers to 'please, take me seriously' while talking to the camera in the back of a car with two men.

"Hi everyone, I'm Brandon Truaxe, founder of Deciem. This is the final post of Deciem, which we will shut down all operations until further notice, which will be about two months," he said.

"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 soldier I've been for more than 13 years.

"I've been made fun of as a porn actor, and as a f*cking drug dealer and everything, for 13 years and it's all ending now."

Brandon also added a lengthy, incoherent caption to his post, part of which read: "Every one of you who has been laughing aT me will with certainty face criminal prosecution [sic]."

Credit: The Ordinary
Credit: The Ordinary

Deciem - 'the abnormal beauty company' - owns The Ordinary and NIOD, brands which are hugely popular for affordable prices and 'miracle' skincare.

The cult beauty brand was founded in 2013 in Toronto by Brandon, over his own frustrations at the lack of transparency in the beauty industry after working as a computer scientists at a cosmetics company.

And in 2017, Brandon went on to launch The Ordinary, with celebrities like Kim Kardashian and Rosie Huntington Whitely said to be fans.

Credit: Cult Beauty
Credit: Cult Beauty

The brand is so popular that queues of shoppers wanting to get their hands on the products regularly form outside of the stores.


There's currently only stores in London here in the UK, but many of the products can be purchased online so you might want to stock up ASAP.

Topics: Hair and Beauty, Style News

Rachel Andrews
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