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Deciem founder Brandon Truaxe dead at 40

Daily Hive Staff Jan 21, 2019 11:35 am 161

The founder of beauty brand Deciem has died.

Brandon Truaxe passed away over the weekend. His death was confirmed in an Instagram post from the company on Monday.

“Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace.”

The Canadian beauty brand unexpectedly shutdown in October, following Truaxe’s bizarre behaviour on social media.

On October 9, in a now-deleted Instagram video posted by Truaxe, the founder announced the company was shutting down immediately due to “major criminal activity.”

In the days following the post, Truaxe was ousted from his role as the company’s chief executive and board member on an interim basis after a judge approved an Ontario court application from Estée Lauder Companies Inc., according to CBC. At the time, he was also barred from “issuing statements or circulating media” on Deciem’s social media accounts, and restricted from talking to the company’s employees or making personnel and business changes to Deciem.

His last post on Instagram, just two days ago, shows Truaxe sharing his home address, and complaining about installations at the Distillery District in Toronto.


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A post shared by Brandon Truaxe (@btruaxe) on

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

Truaxe was 40-years-old.

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