Brandon Truaxe, who first made headlines to launch 10 beauty brands at one time and recently made them divorced from Deciem, the company he founded, has died. A company manager at the company has confirmed the news in an email to Vox.
Acting CEO Nicola Kilner wrote in an email to Deciem's staff, who Vox reviewed:
I can't believe I'm writing these words. Brandon has gone away this weekend. Heartbroken does not come close to how I and how I know many of you will feel.
All offices, warehouses, factories and shops are closed today and take the time to cry with grief, smile at the good times we had, reflect on what his genius built and hug your loved ones, so slightly harder.
We're all in disbelief and shock, but soon I will get in touch again.
It has been a tumultuous year for the company and its controversial founder Brandon Truaxe. Deciem, headquartered in Toronto, has been postponed and reported $ 300 million in sales following the launch of The Ordinary, a skin care product whose products cost nearly $ 10. He had done much of the company's messaging personally and called it "Abnormal Beauty Company." He was a quirky and charismatic founder who personally connected with the consumers.
At the beginning of 2018, however, Truaxe began to receive negative advertising for the company when he began sending bizarre and disturbing messages on the company's Instagram. Estée Lauder, a minority investor in the company, founded Truaxe in October 2018 after informing on Instagram that the company should be closed immediately due to "financial crimes" he said had been committed. (So far, there has been no evidence that this is the case.) A cosmetic giant's lawyer told a judge that Truaxe "essentially lit the company on fire," according to a CBC report. The judge averted Truaxe as CEO and appointed Nicola Kilner as acting managing director (Kilner had previously been director and was then fired by Truaxe but was recently reinstated by the company). A few days later, a judge issued a detention order against Truaxe after the founder sent e-mails to the Estée Lauder chairman Emeritus Leonard Lauder and other leaders considered threatening. Vox reached out to Estée Lauder for comment.
A December report from Canada's financial post revealed that Truaxe had been hospitalized for suspected psychological problems. Truaxe refused to have been diagnosed with a mental illness but admitted using different drugs.
Truaxe had posted irregular videos and messages on his personal Instagram page over the last few weeks. His last four posts, from January 19, were videos alone from his penthouse in Toronto, whose address he published. The commentary expressed concern over his stated drink when he claimed to drink tequila. You wrote, "Be sure."
Truaxe was 40 years old.
We update this development history as more information becomes available.
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