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