The Founder Of Deciem Has Passed Away

Brandon Truaxe was known as quirky and charismatic, often connecting one-on-one with consumers through social media. While some of his antics landed him in hot water, he was known for being outspoken and passionate about his business. 

Blue Monday just got a little bit bluer.

According to reports made by various publications, the founder of Deciem, Brandon Truaxe, has passed away. The news was confirmed in an email to Vox on January 21, 2019.

The employees of Deciem were allegedly informed by current company CEO Nicola Kilner, who shared the news in a company-wide email. Obtained by Vox, the email can be seen below.

I can’t believe I am typing these words. Brandon has passed away over the weekend. Heartbroken doesn’t come close to how I, and how I know many of you will be feeling.

All offices, warehouses, factories and stores please close today and take the time to cry with sadness, smile at the good times we had, reflect on what his genius built and hug your loved ones that little harder.

We are all in disbelief and shock but I will be in touch again very soon.

I love you all incredibly much, as did he.

brandon truaxe
Nicola Kilner And Brandon Truaxe (Instagram/@deciem)

In honour of Truaxe, Deciem’s offices and stores will reportedly remain closed for the day.

For those unfamiliar with Deciem, the beauty brand is headquartered in Toronto and gained a cult-like following in just a few years. The beloved skincare company has won over followers with two things in particular: affordable prices and innovative formulas. After launching The Ordinary in 2016, just three years after Deciem launched, the company reportedly made upwards of $300 million in sales.

Brandon Truaxe
Instagram/@deciem

With the tagline, “The Abnormal Beauty Company,” Truaxe’s path to founding Deciem was definitely different.

Before launching the company, Truaxe was actually a computer programmer, but had a lightbulb moment after working on software for a skincare lab. He spotted a drastically large markup between the raw ingredients and finished products, and discovered a niche in the market. He realized that he could create create the exact same chemicals in a lab and sell them in their purest forms.

By doing this, not only would he knock out the middleman, but he could offer consumers insanely competitive prices — and so, he did.

brandon truaxe
Instagram/@deciem

While its been a tumultuous year for Deciem, we hope Truaxe will rest in peace.

Truaxe was known as quirky and charismatic, often connecting one-on-one with consumers through social media. While some of his antics landed him in hot water, he was always outspoken and passionate about his business.

Of coming on to work at Deciem, Kilner said, “I just had this feeling that Brandon is one in seven million.” She also said, “when things are stressful, Brandon puts a smile on everyone’s face.”

Truaxe was 40-years-old at time of death.

Featured image: Instagram/@deciem

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