Deciem shuts stores following Instagram post by founder Brandon Truaxe

The cosmetics brand founder announced via Instagram that he would close all operations of Deciem for about two months

Deciem in Seoul, South Korea

An Instagram post by Deciem founder Brandon Truaxe has sparked reports that the cult skin care brand is temporarily closing its UK presence.

On Monday, Truaxe announced via the company’s social media account, that it was the final post from the brand “until further notice” and that Deciem would close all operations for “about two months”.

He claimed “almost everyone at Deciem has been involved in a major criminal activity” including “financial crimes” and “much other”.

Truaxe referred to himself as a “soldier” and claimed he has been mocked, as well as being accused of being a “porn actor” and a “drug dealer”.

Following the announcement, the company website shows that the majority of its stores are now closed.

Deciem has retail locations in Canada, the UK, US, Australia, Netherlands South Korea and Mexico.

The latter appears to be the only country that has not been impacted by the store closures.

According to the Deciem website, the company’s offices in Seoul, New York and Sydney are also closed.

Cosmopolitan claimed a Deciem employee revealed an email, allegedly from Truaxe, instructed that – apart from the Spitalfields branch – all UK stores were to be closed with immediate effect and would reopen in 2019.

Founded in 2013, Deciem produces a number of low cost cult brands including skin care brand The Ordinary and NIOD.

In July 2017, cosmetics giant Estée Lauder Companies (ELC) acquired a minority stake in Deciem, which prides itself for an ‘Abnormal Beauty Company'.

ELC told Cosmetics Business: "The Estée Lauder Companies is a minority investor in Deciem, and, as such, we do not control the company’s operations, social media or personnel decisions.

"We are deeply concerned by the material that has recently been posted on social media and will defend our rights as a minority investor."

Cosmetics Business has reached out to Deciem for comment.


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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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