Brandon Truxe, founder of skincare brand Deciem and revolutionary cult budget range The Ordinary, has taken to Instagram to claim that he is closing down his company until further notice, due to alleged “major criminal activity”.
In the emotional video, Brandon begs viewers to “please take me seriously”, as he films from the back of a car, with two men, who he claims to be Deciem colleagues.
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“Hi everyone, I’m Brandon Truaxe, founder of Deciem. This is the final post of Deceim, which we will shut down all operations until further notice, which will be about two months.
“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 solider I’ve been for more than thirteen years.
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View this post on Instagram
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.
The video – which was posted to the brand’s main Instagram account – was accompanied by a lengthy, incoherent caption. With Brandon threatening an entire list of people – including several high profile members of the beauty industry, and Hollywood celebrities, including Brad Pitt and Stephen Spielberg – with unsubstantiated claims, and “criminal prosecution”.
The wildly successful Toronto-based skincare company was founded in 2013, with the tagline “The abnormal beauty company”.
After working for a cosmetics company as a computer scientist, Brandon decided to branch out into skincare, as he was frustrated by the lack of transparency in the beauty industry.
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In 2017, the company launched The Ordinary, a range of affordable skincare, which revolutionised the beauty industry, with beauty giant Estée Lauder making a minority investment in the company soon after.
This article originally appeared on Harper’s Bazaar UK.