Deciem Founder Brandon Truaxe Has Died Suddenly At Age 40

Truaxe was ousted from the company he founded in October 2018.

The creator of skincare company Deciem, Brandon Truaxe, has died at age 40.

Truaxe is well-known for founding Deciem, a skincare company that includes the popular, affordable range The Ordinary. Truaxe made headlines last October when he was ousted from his position as CEO of the company for using its Instagram as a personal platform for his bizarre and erratic rants. Estée Lauder then took over the company and a new CEO was appointed.

A few days after he was removed from his position, a judge issued a restraining order against Truaxe after he allegedly sent emails to Estée Lauder chair emeritus Leonard Lauder and other executives that were viewed as threatening.

The 40-year-old was found dead in Toronto, Canada on Sunday. According to a report in Canada’s National Post, “it is understood he fell from a condominium building near Toronto’s downtown.”

The National Post also reported that police in Toronto responded to a report of a possible suicide in Toronto’s Distillery District on Sunday afternoon, just a few blocks from Deciem’s headquarters. Although the cause of Truaxe’s death hasn’t been confirmed, a police spokeswoman told the publication that the incident was being investigated as non-suspicious and non-criminal.

Concerns were raised over the brand founder’s well-being after Truaxe posted a series of videos on Instagram on Saturday, where he admitted to drinking and openly shared the address of his Penthouse in Toronto.

View this post on Instagram

? | My brother, Leonard Lauder — I chose @esteelaudercompanies as our partner, because of your warmth. I have made the decision to resign from my role today, because I cannot return to a culture, whose values and passion is in such sharp contrast with the pride inherent in our earlier days and in even sharper contrast with Leonard’s presence that communicates peace. — Andrew Ross and your broader team destroyed DECIEM within 2 months, by fabricating stories, manipulating truth and by misguiding our warm culture built by encouraging a sense of oneness, and of smallness, as we grew each year, amongst the team. — Your team invested $50m CAD in @deciem on June 15, 2017 for an approximately-1/3rd ownership in our capital stock — the very day on which you also silently discontinued Estée Edits. Our audited revenues for years ended July 31, 2017 and July 31, 2018 were, respectively, $42m+ and $160m+. We operate 8 brands, operate our own factories, operate 30+ of our own retail stores branded as THE ABNORMAL BEAUTY COMPANY. We were on our way to reach $300m CAD in annual revenues, mainly from skincare, which is the segment of the beauty business with which every conglomerate is struggling, as is the case with your extensive portfolio. — I have always been personally in charge of @deciem’s @instagram approach and content, which has been creative, informative, unexpected and controversial. I have openly communicated with you, governments and our audience about very serious crimes affecting DECIEM, including theft, money laundering, tax avoidance and blackmail of children and celebrities, through recordings of drug-fueled, extreme sexual acts and other subjects. I succeeded to investigate these matters recently, but noted our and your teams recorded, manicured and distributed my attempts to the team and to millions of people for profit, and then used these materials to convince a Canadian judge to remove me as CEO and cancel my director rights, in my absence — to distract from the crimes I discovered. I’m confident you'll reflect on what’s ahead of us. You destroyed the first beautiful beauty business. — and you’d have destroyed a 41-year-old founder, if vulnerable.

A post shared by Brandon Truaxe (@btruaxe) on

Vox reported that acting CEO Nicola Kilner revealed the sad news in an email to Deciem’s staff, writing:

“I can’t believe I am typing these words. Brandon has passed away over the weekend. Heartbroken doesn’t come close to how I, and how I know many of you will be feeling.

“All offices, warehouses, factories and stores please close today and take the time to cry with sadness, smile at the good times we had, reflect on what his genius built and hug your loved ones that little harder.

“We are all in disbelief and shock but I will be in touch again very soon. I love you all incredibly much, as did he.”

The company posted the following message on its Instagram:


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