204:(ELC), which acquired an equity ownership of 28% (one-third equal partner) in DECIEM for $ 50 million. At the time, Truaxe released a statement praising ELC for embracing ″our margins, our pricing strategy, our future plans (and) our disruptiveness″. His decision was driven by the fact that the company simply could not keep up with the consumer demand for their products. In late 2018, DECIEM was in 42 stores worldwide and sold more than one product every second.
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DECIEM functioned as an umbrella company for more than 10 other brands. In April 2013, DECIEM debuted its first brand, Inhibitif, followed by The
Chemistry Brand, Fountain and Grow Gorgeous. During the period of his non-compete clauses, he created the anti-aging hand cream for The Chemistry Brand. It
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product line with twenty-seven products, combining cutting-edge science with modest price points. He was realising his mission to "democratise serious skincare". The
Ordinary was the 11th the beauty brand of DECIEM. It first sold exclusively online, then in various department stores, and about 30
272:
In
October 2018, ELC sought legal action after Truaxe ordered all of DECIEM's operations to close with immediate effect due to "financial crimes". He reached out on social media claiming attacks on his reputation via false information and fear for the safety of his family and himself. Truaxe was
144:, graduating in 2001. His formative professional experience happened around this time, when he had an internship on analysis software for ″one of the big cosmetic manufacturers — a big brand that owns many things″ in New York, and was shocked at the mark-ups it charged.
277:
and other executives. Andrew Ross, executive vice president of strategy and new business development at ELC, and
Pasquale Cusano, the Vancouver jeweller, were now the company's only board members. ELC's injunction also led to the appointment of
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stated: "Brandon Truaxe was a true genius, and we are incredibly saddened by the news of his passing. As the visionary behind Deciem, he positively impacted millions of people around the world with his creativity, brilliance and innovation."
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a few weeks later. His family left Iran and came to
Toronto in 1995 as permanent residents. His mother died of breast cancer when he was young and his estranged father returned to Iran. He studied computer science at the
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In early 2018, Truaxe was accused of erratic behavior. Co-founder, Nicola Kilner
Reddington stated that "Before 2018, he barely even drank alcohol," responding to reports that he was ingesting
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ousted as CEO, and Nicola Kilner
Reddington was appointed as the sole CEO. A few days later, a restraining order was issued against Truaxe after he had sent emails to ELC chair emeritus
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214:(ideas and excellence across the luxury industry) in the “Innovation in Beauty” category. All DECIEM products, across all brands including The Ordinary, are free of
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Only a few months later, Truaxe died at age 40. His death took place early one morning, 20 January 2019, reportedly after falling from his
Toronto apartment in the
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with partner Julio Torres, supported by
Pasquale Cusano, a Vancouver jeweler, who served as his mentor and investor. Truaxe resigned from the company in 2011.
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In 2009 he founded Indeed Labs, which includes the
Nanoblur collection. Truaxe later left Indeed Labs to found DECIEM in 2012, his fourth business.
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DECIEM's multi-brand strategy was driven by a vertically integrated structure: It had its own laboratory, in-house manufacturing, in-house
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in front of employees, convinced of their creative and spiritual benefits. According to an interview with the Financial Post, Truaxe took
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was an instant bestseller when it launched, partly because people were using it on their faces - Truaxe had "thrown down the
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Under his leadership, annual revenue was headed to $ 300 million in sales, with plans to quickly quintuple in size in 2019.
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Deciem Founder Brandon Truaxe Reportedly Died After Falling From His Toronto Apartment In Distillery District
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123:. He became known for launching 10 cosmetic brands at once and then for being the brain behind the brand
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Truaxe was born Ali Roshan in Tehran on 19 June 1978 during a lull in the unrest that would explode in
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Billion Dollar Nightmare! The Tragedy Of A Billion $ $ Beauty Business - Nicola Kilner, The Ordinary
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company-owned stores it opened in Canada, the US, the UK, Mexico, South Korea and the Netherlands.
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with clinical formulations at modest price points - manufacturing everything in-house.
816:"He Built, Then Nearly Broke, a Successful Beauty Start-Up. Can It Go on Without Him?"
679:"He Built, Then Nearly Broke, a Successful Beauty Start-Up. Can It Go on Without Him?"
338:
847:
731:"Brandon Truaxe, the controversial founder of the skin care company Deciem, has died"
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In June 2017 Truaxe's success attracted the attention of leading beauty conglomerate
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Brandon Truaxe, controversial founder of Toronto-based beauty brand DECIEM, has died
466:"The inside story of how Deciem, the Abnormal Beauty Company, lived up to its name"
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Both companies were dissolved in 2008 and 2007 for failure to file annual returns.
797:"Deciem founder Brandon Truaxe, the brain behind The Ordinary brand, dies aged 40"
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Deciem and Indeed Labs lead tributes to founder Brandon Truaxe, who died aged 40
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400:"Deciem founder Brandon Truaxe dead at 40: Company executive - BNN Bloomberg"
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503:"Estée Lauder Companies investiert in DECIEM, The Abnormal Beauty Company"
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to investigate, and report to the board, the alleged financial crimes.
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539:"The Cult Skin-Care Brand Whose Secret Ingredient Is Being Dirt Cheap"
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Shortly after graduation Truaxe founded software development firm,
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entrepreneur known as the founder of Toronto-based beauty company
618:"Deciem: A Case Study of the Beauty Industry's Biggest Disruptor"
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377:
Brandon Truaxe: the man who will change the way you buy beauty
557:"The method behind Canadian beauty product founder's madness"
189:, in-store stores, and proprietary marketing infrastructure.
711:"Deciem CEO Brandon Truaxe says he is shutting down Deciem"
339:"Brandon Truaxe Dead: 5 Fast Facts You Need to Know"
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158:In 2003, Truaxe founded his first skin care brand
521:"The 14 Deciem products everyone's obsessed with"
316:, Youtube-Chanel: The Diary Of A CEO, 5 June 2023
485:"What Is Deciem and Why Are People So Obsessed?"
269:in Britain, leading to an arrest and treatment.
16:Iranian-Canadian computer scientist (1978-2019)
442:How to launch a fast-growing cosmetics company
748:Deciem Founder Brandon Truaxe Has Been Ousted
8:
192:In August 2016, Truaxe co-launched DECIEM's
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360:"Brandon Truaxe of Deciem The new radical"
207:Truaxe received, among others awards, the
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483:Wischhover, Cheryl (September 22, 2016).
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778:Nachruf - Deciem-GrĂĽnder Brandon Truaxe
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814:Bromwich, Jonah Engel (2019-04-17).
677:Bromwich, Jonah Engel (2019-04-17).
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175:DECIEM The Abnormal Beauty Company.
904:Canadian businesspeople in fashion
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398:The Canadian Press (2019-01-21).
874:Canadian retail chief executives
337:Derysh, Igor (22 January 2019).
879:Naturalized citizens of Canada
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899:University of Waterloo alumni
884:Canadian computer scientists
894:Iranian emigrants to Canada
889:Iranian computer scientists
606:Luxury Briefing Awards 2017
228:methylchloroisothiazolinone
173:In 2012, Truaxe co-founded
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768:, Narcity, 22 January 2019
864:Cosmetics businesspeople
280:Pricewaterhouse Coopers
596:, 21 January 2019 2016
561:CBC News: The National
299:Estée Lauder Companies
202:Estée Lauder Companies
142:University of Waterloo
78:University of Waterloo
263:psychedelic mushrooms
232:methylisothiazolinone
149:Schematte Corporation
104:– 20 January 2019 in
297:A spokesperson for
292:Distillery District
153:Organic Senses Ltd.
820:The New York Times
753:Women's Wear Daily
683:The New York Times
594:Cosmetics Business
543:The New York Times
446:Cosmetics Business
113:computer scientist
100:; 19 June 1978 in
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125:The Ordinary
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87:Entrepreneur
60:(2019-01-20)
43:19 June 1978
859:2019 deaths
854:1978 births
657:11 February
257:Controversy
236:animal oils
224:mineral oil
848:Categories
833:2021-12-30
696:2019-06-15
628:2019-12-03
507:onvista.de
429:W Magazine
409:2019-06-18
321:References
248:oxybenzone
187:e-commerce
137:revolution
131:Early life
108:), was an
98:Ali Roshan
84:Occupation
39:1978-06-19
33:Ali Roshan
828:0362-4331
691:0362-4331
343:Heavy.com
220:sulphates
117:cosmetics
74:Education
578:The Star
216:parabens
180:gauntlet
68:, Canada
716:YouTube
643:"About"
244:mercury
106:Toronto
66:Toronto
826:
689:
489:Racked
169:DECIEM
121:DECIEM
102:Tehran
96:(born
49:, Iran
47:Tehran
783:Vogue
286:Death
212:Award
160:Euoko
824:ISSN
687:ISSN
659:2020
246:and
115:and
55:Died
29:Born
735:Vox
404:BNN
294:.
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