[ad_1]
TORONTO – A Toronto-based beauty brand that has become a cult hit that has caught the attention of Kim Kardashian West, for example, is suddenly closing all its stores.
Brandon Truaxe, the founder of Deciem, said in a video posted on Instagram last weekend that he was ceasing his activities until further notice.
Truaxe has not given clear reason for the closing of the stores, which often carry the slogan "The Abnormal Beauty Company", but alludes to criminal charges in the video.
"Please, take me seriously," he says. "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 have been for 13 years."
Truaxe said he was holding the position at the White House and named and tagged dozens of brands and personalities, including George Clooney, Brad Pitt, RBC, US President Donald Trump and recent investor Estee Lauder Companies Inc. from Deciem in the missive.
In a statement to the Canadian Press, Estee Lauder distanced herself from the case, calling the investor "minority" in the brand and noting "we do not control the operations of the company, the media or decisions relating to staff ".
Truaxe's mysterious post comes years after he founded Deciem in 2013 and was acclaimed by many loyal fans, including Kim Kardashian West, who had once loved the Granactive Retinoid Retinoid Two Emulsion serum.
Deciem has sold its products, including the popular The Ordinary online, in various department stores and in approximately 30 stores in Canada, the United States, the United Kingdom, Mexico, South Korea and the United States. -Low.
On Tuesday, the Deciem website said almost all of them were closed and the phone went unanswered when the Canadian Press attempted to contact officials from several locations.
Deciem spokespersons have not responded to requests for comment, nor have several owners of properties occupied by the brand.
Truaxe's Instagram message announcing the closing of the store was not the first time he attracted attention for his social media missives. In January, he wrote about a hacking attempt on Deciem's Instagram page, stating "It could be a former employee, someone who does not like us, a competitor, we do not really know it, but we will discover it.
A few days later, he was telling his supporters that he was giving up his CEO title in favor of "worker".
"The people in charge do not need CEOs and our team is really responsible," he said. "I have never loved any of my leaders in my life, so I do not want to be a leader, I want to be a friend, I want people to be my friend and not my employee."
In February, he published a handful of waste pile videos with captions promising to eliminate plastic bags, droppers and foundation bottles. We do not know if he has already kept his promise.
In February, a comment by Truaxe to a social media fan angered some fans of the brand and invited them to publish images of Engraving Deciem products.
Truaxe then ousted his co-CEO, Nicola Kilner, and the brand's CFO, Stephen Kaplan, resigned.
Tara Deschamps, Canadian Press
[ad_2]
Source link
