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After all the drama last week, Deciem is officially back in business. After the erratic and confusing Instagram videos from Brandon Truaxe announcing the business was completely done, Estée Lauder took control over the company. Truaxe is now officially banned from using their social channels or contacting any employees. Former co-CEO Nicola Kilner, who Truaxe controversially fired in February, will be taking his place.

 

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A post shared by The Ordinary & Deciem Chatroom (@deciemchatroom) on

The Deciem Instagram was deactivated on Saturday so currently, you’re unable to see all the strange online behaviour that happened last week. It’s probably for the best if you missed it already. Loyal consumers were freaking out over the news of the closure.

The main website has also been revamped and the online stores continue to operate as usual. While all employees were laid off last week, we assume they will have their job back ASAP.

We will see what continues to unfold but we think the company will try and keep things as normal as possible (despite the name The ABNORMAL Beauty Company). Currently, Deciem has over 370K Instagram followers and a Facebook fan group that has 58,000 followers.

Brandon Truaxe, the founder of cult skincare brand Deciem, announced yesterday via Instagram that the company is shutting down immediately due to “major criminal activity.” The cryptic video has been trending since it was released. No one is completely certain what it means but it seems to indicate they will be closing:

 

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Without filters. A revolution is coming. Every one of you who has been laughing aT me will with certainty face criminal prosecution. Estée Lauder Companies Inc. has been the biggest stock promotion. Richard Duntas, Bernard Ass (LVMH), Marica “Tracy” (Bliss, Remedè, Soaper Due Per Shoe), Hyatt (Grand Hyatt, Andaz, er al), Marriott (St. Regis, W, Marriot, et al), So many porn “studios”, nearly all @deciem employees, most of “Hollywood”, Gill Sinclair, India Knight, Caroline Hirons, India Knight, RBC, BMO, Boots, KKR, most of the Lauder family, Estée Lauder Companies Inc., Karim Kanji, Antonio Tadrisi, DF Mc, LVMH, Dia Fooley, Michael Davidson, Hanif, Zark Fatah, Inditex (Zara, Massimo Dutti, etc), H&M, $100 monkey, Too Faced (founders too), TSG, Alshaya, Amanresorts, Erwin Zecha, Oliver Zecha, Steven R Riddle, the Coc and Corcky managers, PRIDE organizers, IT Cosmetics, Nicola L ReadingTons, all of Dishoom, All of Delaunay, David Yurman, Tom Ford, Tim Cooke. McKesson, Rexall, Jamin Asaria, David Jackson, York Heritage and others — sentencing doesn’t begin with any point but sentences like this one do. Ben Affleck, Brad Pitt, George Clooney, Michael Less, Stephen Spellberg e.T., AON are also included with certainty. ARGO stood for “Ali Roshan GO”. You idiots. Father, please please be safe if you can for the next few hours. I love you all. -Brandon (RIYADH, please be EXTREMELY CAREFUL in the next few hours). Aurora (TSX) : you are finished. Michael Basler, Gordon Wilde, David Trinder, Eric Jacobs, Allan Gerlings, Dalton Pharma SS, Michael OH CON ELLE, Charm IS T A 007, Robert Jones, Cascade, Prince Al Walid, The White Company, Obagi (brand and doctor), Freedom Health, ESHO-isT, Alexandru Serban and baggage, Apotex: Goodbye also. Peace is coming. ?? ?. It’s clear now. @esteelaudercompanies @richardbranson @realdonaldtrump @gowlingwlg_ca @zuck @musicianjessecook, et. al.

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He’s also the mastermind behind other brands such as The Ordinary, NIOD, and Hylamide.

As of yesterday, their website had been updated, and now all store locations, except for one location in the United Kingdom, are listed as closed. Looks like this actually might be real this time around though some people are saying it’s a marketing scheme.

Source: DailyHive.com
Featured Image: Instagram/@zhaosasa