A Toronto-based beauty brand that has become a cult hit and garnered attention from the likes of Kim Kardashian West is abruptly closing all of its stores.
Brandon Truaxe, the founder of Deciem, said in an Instagram video he posted over the weekend that he is shutting down operations until further notice.
Truaxe did not give a clear reason for the closure of the stores, which are often emblazoned with B次元官网网址漷he Abnormal Beauty CompanyB次元官网网址� slogan, but alludes to criminal charges in the video.
B次元官网网址淧lease take me seriously,B次元官网网址� he said. B次元官网网址淎lmost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and much other. You have no idea what a soldier I have been for 13 years.B次元官网网址�
Truaxe listed his location for the post as the White House and named and tagged dozens of high-profile brands and people, including George Clooney, Brad Pitt, RBC, U.S. President Donald Trump and recent Deciem investor Estee Lauder Companies Inc. in the missive.
In a statement made to The Canadian Press, Estee Lauder distanced itself from the matter by calling it a B次元官网网址渕inorityB次元官网网址� investor in the brand, and noting B次元官网网址漺e do not control the companyB次元官网网址檚 operations, social media or personnel decisions.B次元官网网址�
TruaxeB次元官网网址檚 mysterious post comes years after he founded Deciem in 2013 and shot to fame with droves of loyal fans, including Kim Kardashian West, who once raved about the brandB次元官网网址檚 The Ordinary Granactive Retinoid Two per cent Emulsion Serum.
Deciem sold its products, which include the popular The Ordinary line, online, in various department stores and at about 30 stores it opened in Canada, the U.S., the U.K., Mexico, South Korea and the Netherlands.
On Tuesday, DeciemB次元官网网址檚 website noted almost all of them were closed and the phone went unanswered when The Canadian Press tried to reach managers at several locations.
Deciem spokespeople did not respond to requests for comment.
Square One, a mall west of Toronto where Deciem was a tenant, said it did not receive advance notice of the decision to shutter the stores.
B次元官网网址淪quare One was made aware of the closure at the same time it was made public,B次元官网网址� a spokesman said in an email, noting that it would not comment on B次元官网网址漛usiness decisions of any of our tenants.
TruaxeB次元官网网址檚 Instagram post announcing the store closure was not the first time he caught attention for his social media missives. In January, he posted about an attempted hack on DeciemB次元官网网址檚 Instagram page, saying B次元官网网址淭his could be a past employee, someone who doesnB次元官网网址檛 like us, a competitor, we donB次元官网网址檛 really know but weB次元官网网址檙e going to find out.B次元官网网址�
Days later he was telling his followers that he was dropping his chief executive officer title in favour of B次元官网网址渨orker.B次元官网网址�
B次元官网网址淩esponsible people donB次元官网网址檛 need CEOs and our team has been really responsible,B次元官网网址� he said. B次元官网网址淚B次元官网网址檝e never liked any of my bosses in my life, so I donB次元官网网址檛 want to be a boss; I want to be a friend. I want people to be my friend and not my employee.B次元官网网址�
In February, he posted a handful of videos of garbage piles with captions promising to eliminate plastic shopping bags, droppers and foundation bottles. ItB次元官网网址檚 unclear if he ever made good on the promise.
A remark from Truaxe to a social media follower in February angered some of the brandB次元官网网址檚 fans enough for them to begin posting images of burning Deciem products.
Truaxe then ousted his co-CEO Nicola Kilner and the brandB次元官网网址檚 chief financial officer Stephen Kaplan stepped down.
Tara Deschamps, The Canadian Press
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