UPDATE (October 16, 2018 11:30 a.m.): Less than 10 days after Deciem founder Brandon Truaxe announced on Instagram that he was temporarily shutting down the company and ordered The Ordinary stores to shutter, Truaxe himself has reportedly been ousted from the company. Stores are also expected to resume normal business operations.
According to >WWD, a court appointed former Deciem co-CEO Nicola Kilner as sole, interim CEO. They judge also removed Truaxe from his role as Deciem CEO and board member.Sponsored:
"We are pleased with the court's decision, and will be working closely with Deciem's leadership team to support and guide them as they resume operations and continue to provide consumers with the products that they know and love," an Estée Lauder Companies spokeswoman previously told Allure via email.
The changes are reflected on the company's Instagram page, which has served as ground zero for Truaxe's behavior over the past few months. All of Truaxe's posts, including the video announcing a temporary shutdown, have been wiped from . The company acknowledged the move with a post on Monday.
"Following the court ruling on Friday we have now reopened all stores, offices, factories and warehouses," the post reads. "...Brandon will always be the founder of DECIEM. We will take the passion and values he has instilled within us as we continue to grow the brands we have created with transparency, integrity, authenticity, function, and design."
UPDATE (October 12, 2018 12 p.m.): The Deciem drama continues to unfold. First, there was founder Brandon Truaxe's bizarre, backseat-of-a-car video diatribe claiming the company was immediately ceasing production for two months. Then, on Thursday, we learned that stores are apparently already closing and online retailers are discontinuing their relationship with the brand. Following that announcement came a statement from Estée Lauder Companies, which owns 28 percent of Deciem, declaring a deep concern over Deciem's future, and that it "will defend our rights as a minority investor." And now, it looks like Estée Lauder has done exactly that.
>WWD reports that a judge has granted an injunction from Estée Lauder against Truaxe in an effort to remove him from Deciem and make Co-CEO Nicola Kilner the sole CEO. The suit also asked to prevent Truaxe from firing or communicating with Deciem employees and suppliers, and bar him from posting to Deciem's social media accounts.
Ironically (but not surprisingly, considering the brand's strange social-media history), Truaxe turned to Instagram to post screenshots of his response to the legal notice he received from Estée Lauder's attorney on Wednesday. In the letter, he lists several grievances about the legal notice, including a typo and a lack of a "forgetfulness apology," and once again accuses board members of crimes.
"We don't have a lawyer because ELC [Estée Lauder Companies] doesn't like to talk about crimes and used a cleaning fluid from Soaper Duper to attempt to wash our hands along with theirs off a few weeks ago, resulting in a conflict of interest between dirty hands and clean hands," he said. "I'll look for a new lawyer just as soon as our audience receives this update as I'm confident they have been waiting impatiently like me to discuss your urgent matter."Loading
Truaxe then writes a strange and rambling metaphor about his hole-digging childhood pet rabbit and Mac computers versus PCs, and then concludes the difficult-to-follow story with: "A PC once introduced me to a Mark Herowitz to promote the rabbit poop out of my skincare company. We pooped $100,000 or so to him to thank you for this rabbit hole. If you know mark, please re-introduce me so that I can ask for his user-acceptance-testing of this potential solution." It is unclear what Truaxe means.
The screenshot Truaxe of the legal notification shows that a hearing was scheduled for Thursday morning in Toronto. However, as , Truaxe said he was in Amsterdam, and it appears he did not show up to the Canadian court at the appointed time.
"We are pleased with the court’s decision today, and will be working closely with Deciem’s leadership team to support and guide them as they resume operations and continue to provide consumers with the products that they know and love," an Estée Lauder Companies spokeswoman told Allure via email. >WWD reports that the business — including store locations — are expected to be up and running again shortly.
UPDATE (October 11, 2017 1 p.m. EST): Deciem, the company behind fan-favorite skin-care brand The Ordinary, announced via a rambling Instagram post earlier this week that the brand was "temporarily" shutting down. Now, with almost no warning, stores are reportedly already closing, fans are freaking out, and the whole thing is continuing to get even weirder.
As of yesterday, every single U.S. store was abruptly listed on the brand's website as closed, as reported. And in case you were hoping to stock up online, your window to do so appears to already be closing. Refinery29 also , online retail partners like Beautylish confirmed that its partnership with the skin-care brand had already been discontinued.
The fate of The Ordinary's website (and your ability to order from the site) seems uncertain. As of this publishing, The Ordinary's website appears to still be functioning and taking orders, however, a customer service email posted by a Reddit user yesterday implies that new orders won't actually be filled.
"Please be advised that our offices are closed for the moment. Any outstanding orders will be processed and shipped," the reads. Though, other Redditors on the thread commented that they'd placed orders after they heard the news and have since received shipping confirmations.
But wait, there's more. Deciem's website is currently just a bright red page with no text.
With the uncertain future of the brand, fans are freaking out — "I'm in panic mode," one user wrote on Reddit — but they're not the only ones who are upset by the actions of Deciem's CEO Brandon Truaxe. The Estée Lauder Companies is a minor investor in the brand and they're not happy about this either, according to a statement obtained yesterday by the .
"The Estée Lauder Companies is a minority investor in Deciem, and, as such, we do not control the company's operations, social media, or personnel decisions," a spokeswoman for Estée Lauder Companies told the Times. "We are deeply concerned by the material that has recently been posted on social media and will defend our rights as a minority investor."
In internal emails obtained by the Times, Truaxe wasn't any clearer about the fate of the company. In an email reportedly sent Tuesday afternoon (after the Instagram announcement), the founder wrote: "All offices, production facilities and stores are shut down as of this moment."
He then went on to publicly fire Deciem's chief financial officer — "your employment with DECIEM has been terminated as of this instant," the email reportedly read — and then threatened to release Deciem employees' private messages.
We will continue to update this post as more information about the future of the brand becomes available.
This story was originally published on Monday, October 8, 2018.
Since its launch in 2013, has been known for two things: instantly sold-out beauty products from its in-house brand, , and apparent internal difficulties often aired publicly on Instagram. Now, founder Brandon Truaxe posted a video to Instagram that claims the brand is temporarily shutting down.
"This is the final post of Deciem. We will shut down all operation until further notice, which is about two months," Truaxe says in the video, before asking viewers to take him seriously. He also goes on to allege that "almost everyone at Deciem has been involved in major criminal activity."
The caption posted along with the video also contains threats of criminal charges: "Every one of you who has been laughing aT me will with certainty face criminal prosecution," it reads. The statement is followed by a long list of high-profile names — both people and companies.
Deciem has enjoyed wild success in the years since its launch, including getting name-dropped as part of and receiving from Estée Lauder in 2017. But Truaxe has been vocal about the alleged strife facing the company, even amid wait lists in the thousands and glowing product reviews.
In April, Deciem's entire United States team, and in June, it was announced that Deciem was for a rumored move to Ulta shelves. Deciem is no longer sold at Sephora, but the Ulta partnership seems to have never materialized.
In May, Truaxe published a now-deleted open letter to Deciem's website. In the letter, as reports, he alludes to alleged "financial wrongdoing" on the part of a Deciem shareholder. It's unclear whether that accusation is the same alleged "major criminal activity" he called out in Monday's video.
The letter also included a postscript: "P.S. — I WILL NEVER, EVER LEAVE DECIEM." With those words and Truaxe's latest video in mind, it's unclear what exactly the future has in store for Deciem — but now may be a good time to stock up on The Ordinary, just in case.
Allure reached out to Deciem for more information on the matter but has yet to hear back. We will update this post when more information becomes available.
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