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A woman reacted in front of the Deciem beauty store, which closed all the sites unexpectedly in Toronto on Tuesday, October 9, 2018.
A Toronto-based beauty brand that has become a cult hit that caught the attention of Kim Kardashian West, for example, suddenly shut down all of its stores.
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 am 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 by calling him a "minority" investor in the brand and noting "we do not control the company's operations, social media or staff decisions ".
The mysterious publication of Truaxe comes years after founding Deciem in 2013 and planted in many loyal fans, including Kim Kardashian West, who had once worshiped the serum The Ordinary Granactive Retinoid at two percent emulsion.
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, Deciem's website said almost all of them were closed and the phone was unanswered when the Canadian Press attempted to contact officials at several locations.
Deciem spokespersons did not respond to requests for comment.
Square One, a shopping center located west of Toronto where Deciem was a tenant, said it had not been informed in advance of the decision to close the stores.
"Square One was informed of the closure at the same time that it was made public," said a spokesperson in an email, noting that he would not comment "the commercial decisions of our tenants .
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 know it. "
A few days later, he told his supporters that he was giving up his title of general manager for the benefit of "worker."
"The people in charge do not need CEOs and our team is very 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 of the brand's fans and allowed them to begin printing images of Deciem products.
Truaxe then ousted his co-CEO, Nicola Kilner, and the brand's CFO, Stephen Kaplan, resigned.
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