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- Brandon Truaxe, founder of Canadian beauty company Deciem, died at age 40, according to an email from the company.
- Truaxe became known after founding the company in 2013, a group of brands including The Ordinary, which offered a range of inexpensive skincare products and had gained a cult favorite status.
- The image of its founder was tainted by months of erratic behavior on social media before his foreclosure of the company in December 2018.
Brandon Truaxe, the founder of the Canadian beauty company Deciem, died at age 40, according to an email from the company first received by Vox.
"I can not believe I'm typing those words," Interim CEO Nicola Kilner would have written in an email at the company level over the weekend. "Brandon is dead this weekend, broken heart does not look like me and I know that many of you will feel.
Kilner also wrote that all of the brand's offices, warehouses, factories and stores would be temporarily closed so that employees could "take the time to cry with sadness, to smile at the good times we had, to reflect on what his genius has built and hug your beloved stronger. "
"We are all incredulous and shocked, but I will be back in touch very soon," said Kilner.
Truaxe founded the cult favorite beauty company in 2013 and has developed several brands under its umbrella, including the popular The Ordinary, which offers a wide range of skincare products for less than $ 10 and has generated sales of $ 300 million.
Truaxe, however, gained notoriety because of its bizarre social media presence, which included erratic publications and videos, including one that had been posted shortly before his dismissal, claiming that the company was riddled with "social media." major criminal activity ".
Este Lauder, who was previously a minority investor in the company, got a motion from an Ontario court seeking the removal of Truaxe in October 2018. Truaxe lost access to the brand's accounts on social networks , was removed from his position on Deciem 's board of directors and deprived of his means to hire and fire employees, according to the BBC.
In his place, Este Lauder entrusted his co-CEO Nicola Kilner with the responsibility of Truaxe.
Several reports alleged Truaxe was plagued by and once hospitalized for mental health problems. The founder denied concerns about his mental health, although he admitted to having already used drugs.
Amanda Krause contributed to this report.
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