Deciem Founder Claims Firm Closing for Two Months

Deciem founder Brandon Truaxe is shutting down the company for two months, according to a post on Instagram.
"This is the final post of Deciem, which we will shut down all operation until further notice, which is about two months," Truaxe said in a video on Instagram. He did not immediately respond to a WWD request for comment, nor did co-chief executive officer Nicola Kilner, who rejoined the business in July.
"Please take me seriously…almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes," Truaxe alleged on the social media platform. A representative for the Estée Lauder Cos., which invested in Deciem in 2017, was not immediately available for comment.

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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.

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Over the course of this year, Truaxe and Deciem have gained attention for his erratic social media posts, which now span from normal company operations to allegations of criminal activity. During that time, though, business is said to have soared — as of July, Deciem was said to have about $300 million in sales, up from $140 million in December.
Deciem's rise originally started with the products. Its hero brand, the Ordinary, makes products — like Retinol 0.2% in Squalane for $5.30 — that are priced much lower than other beauty brands. The company also makes other brands such as Noid, which sells products mostly in the $25 to $60 price range and is available at Net-a-porter, and the Chemistry brand, which sells items such as Inhibitif Deodorant, $7, and Glow Oil, a $28 DHA-free self-tan alternative.
For more from WWD.com, see:
Deciem Co-CEO Out as Controversy Swirls
Deciem Update: Confirmed Out at Sephora, Manufacturing and Retail Developments
Nicola Kilner Rejoins Deciem
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