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Canadian beauty chain Deciem abruptly closes after founder’s Instagram video

A Canadian beauty brand that has become a cult hit with its cut-price products line The Ordinary, and garnered attention from the likes of Kim Kardashian West and other celebrities is abruptly closing all of its stores, the Toronto Star reported.

Brandon Truaxe, the founder of Toronto-based Deciem, said in an Instagram video he posted over the weekend that he is shutting down operations until further notice.

Truaxe did not give a clear reason for the closure of the stores, which are often emblazoned with “the Abnormal Beauty Company” slogan, but in a bizarre series of posts alluded to criminal charges in the video.

“Please take me seriously,” 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 have been for 13 years.”

Truaxe listed his location for the post as the White House and named and tagged dozens of high-profile brands and people, including George Clooney, Brad Pitt, RBC, Donald Trump and recent Deciem investor Estee Lauder Companies Inc in the missive.

In a statement made to the Canadian Press, Estee Lauder distanced itself from the matter by calling it a “minority” investor in the brand, and noting “we do not control the company’s operations, social media or personnel decisions”.

Truaxe founded Deciem in 2013 and shot to fame with droves of loyal fans, including Kim Kardashian West, who once raved about the brand’s The Ordinary Granactive Retinoid Two per cent Emulsion Serum.

Deciem sold its products, which include the popular The Ordinary line, online, in various department stores and at about 30 shops it opened in Canada, the US, the UK, Mexico, South Korea and the Netherlands.

On Tuesday, Deciem’s website noted almost all of them were closed and the phone went unanswered when the Canadian Press tried to reach managers at several locations.

Deciem has not commented. The Vox website has called Truaxe “the world’s most controversial beauty CEO” because of his flamboyant social media presence and personal interactions with customers – though also for high-profile firings, public spats and other antics, as reported by then fashion industry website Racked.

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