Deciem's new store pays tribute to late founder Brandon Truaxe

The parent company of skin care brand The Ordinary has unveiled an exclusive fragrance boutique

Deciem founder Brandon Truaxe (Image via Avestan)

Almost one year after the death of Deciem founder Brandon Truaxe, his passion project is being unveiled.

Today the company behind hit skin care line The Ordinary is opening the doors to fragrance brand Avestan, a store dedicated to an unnamed fragrance that Truaxe was working on before his passing.

As a tribute to the entrepreneur, the central London boutique is said to remain in the same state he left it and will be the only channel consumers can purchase the fragrance.

“This seemingly simple opening of a door is our humble thank you to Brandon, and a way for us to hold Avestan exactly in the place where he left it,” Deciem announced to its 702,000 Instagram followers.

“Brandon once said that Avestand was his soul. Avestan is ‘a journey into the unfamiliar’, and yet for us, it brings a comforting familiar sense of Brandon.”

Inspired by Truaxe’s visits to Morocco, Avestan shuns floral notes for accords of clays, stems and saps.

Avestan is the first and only fragrance brand under the Deciem umbrella, with the debut scent priced at £38, in accordance with the company’s affordable beauty ethos.

According to letter written by Truaxe on the brand’s website, “Avestan is the embodiment of this pleasing unfamiliarity. It is a deviation from familiar notes that move us through the past.

“It is an exploration of the untried. It is a journey to create new meaning through scents.”

The Iran-born serial entrepreneur is best known for creating Deciem, but also co-founded skin care brand Indeed Laboratories and Euoko.

He died in January 2019, after a fall from a Toronto condominium.


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