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Brandon Truaxe, founder and former CEO of deciem cosmetics company, originally from the cult brand The Ordinary, has died at age 40.
The cause of death has not yet been unveiled. Truaxe was best known for founding Canada-based skin care brand The Ordinary, which sells "luxury" products at affordable prices and has been endorsed by celebrities such as Kim Kardashian West.
"Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible, "Deciem said in a post on Instagram. "Although we can not imagine a world without you, we promise to care for each other and we will work hard to pursue your vision. May you finally be at peace.
Nicola Kilner, interim CEO of Deciem, confirmed the death in an email to staff, according to Vox, saying Truaxe had died this weekend: "The broken heart is not close to how I feel and I know that many of you will feel. All the offices, warehouses, factories and shops are closed today and take the time to cry with sadness, to smile at the good times we have had, to reflect on what his genius has built and to tighten a little stronger your loved ones.
Kilner added, "We are all incredulous and in shock."
His death comes shortly after his retirement from the company after months of erratic online behavior.
Truaxe made the headlines last year for his strange behavior on social networks. In a video that he posted in October, he declared that he was interrupting his operations until further notice.
"Please, take me seriously," he said at the time. "Almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and many others. You have no idea what a soldier I am for 13 years.
He also tagged Estée Lauder Companies Inc., an investor in Deciem, forcing the company to issue a statement that stands out from Truaxe and its brand. He was removed from his post soon after and Estée Lauder sued him.
Truaxe created Deciem, known as "Abnormal Beauty Company", in 2013, bringing the number of its brands to more than 10 beauty brands. The Ordinary was launched in 2016 and has made itself known for its ability to eliminate unnecessary odors and packaging and to market "integrity-friendly clinical formulations" – active ingredients such as retinol, vitamin C and hyaluronic acid. The products are usually less than $ 10.
A spokesman for Estée Lauder said in a statement: "Brandon Truaxe was a real genius and we are extremely saddened by the announcement of his pbading. As a visionary behind Deciem, he has had a positive impact on millions of people around the world with his creativity, genius and innovation. "
Deciem did not immediately respond to a request for comment.
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