Deciem announces it’s shutting down in wild Instagram post

Oct 9 2018, 11:30 pm

Update: The Instagram post containing Brandon Truaxe’s announcement to close Deciem, as well as the company’s entire account, have been shut down.

Brandon Truaxe, the founder of cult skincare brand Deciem, has announced the company is shutting down immediately due to “major criminal activity.”

“Hi everyone, I’m Brandon Truaxe, founder of Deciem,” said Truaxe, in a video recorded in a vehicle. “This is the final post of Deciem, which we will shut down all operations until further notice, which will be about two months.”

In an almost incoherent Instagram video, which was posted to the company’s official Instagram page, a panicked Truaxe said he expected to reopen all stores in “about two months.”

The video spiralled from there, and he ended with, “I’ve been made fun of as a porn actor and as a fucking drug dealer and everything for 13 years and it’s all ending now.”

In an even more confusing caption, Truaxe claimed a revolution was coming and mentioned Donald Trump, Estée Lauder, and Richard Branson. He also mentioned George Clooney, Tom Ford, H&M, and many others. The caption ended with, “Goodbye also. Peace is coming. 🦁🦋 🐪. It’s clear now.”

As of Tuesday, the company’s website had been updated, and now all store locations, except for one location in the United Kingdom, are listed as closed.



Truaxe started Deciem in 2013 and went on to launch additional no-frills brands such as The Ordinary, NIOD, and Hylamide.

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