Canadian skincare company Deciem announced this week that its founder, Brandon Truaxe, has died at age 40. The company made the announcement via Instagram on Monday. Truaxe apparently died after falling out of a condominium building in Toronto, according to Canada’s National Post. However, no cause of death has been officially announced from the company.
In Truaxe’s Final Days
Things began to go downhill for Brandon Truaxe just last fall. The 40 year old founder and then CEO of Deciem skincare started posting bizarre videos to his instagram page, it became clear something was wrong. Truaxe abruptly shut the company down alongside a video that was posted to his Instagram page. In the video he accused companies like Estee Lauder of being involved in some sort of major crime. Truaxe never elaborated on what he meant by the allegations. He was, up until his bizarre death, quiet and shut off from the world.
Truaxe was the revolutionary founder of Deciem, which began back in 2013 in Toronto. The company has since branched into different brands such as The Ordinary. The latter of which has an almost cult-like following among skincare fanatics on social media. The brand was founded on the idea that skincare should be easily accessible, affordable, and informational. The Ordinary features just that; affordable skincare with simple, straightforward information about the product. Stars like Kim Kardashian have even spoken up about the brand as avid users. Kardashian, for example, has said that she’s a fan of The Ordinary’s retinoid serums.
Estee Lauder has held stake in Deciem since 2017. When Truaxe began acting erratically on the company’s Instagram account last fall, Estee Lauder ousted him from the company once and for all. A spokesperson for Estee Lauder later acknowledged Truaxe as a revolutionary to the skincare and beauty industry, but confirmed that he was no longer part of the company. Deciem abruptly closed last fall, but reopened shortly after. The company currently has about 30 brick and mortar stores worldwide. Products can also be found online on sites like Amazon as well.
“Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace,” reads the post on the Deciem Instagram page. Meanwhile, an official statement from Estee Lauder calls the incident “a true loss.”
All Deciem stores and warehouses were closed on Monday to honor Brandon Truaxe after his death over the weekend.