Deciem founder Brandon Truaxe dead at 40

MANILA, Philippines – Brandon Truaxe, who founded skincare brand Deciem, has died, the company confirmed early morning Tuesday, January 22 (Monday, January 22 in the US). 

"Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace," the brand wrote in a Instagram post. 

Deciem's acting CEO Nicola Kilner had earlier announced Brandon's passing in an internal email to the company.

According to Vox, Kilner said: "I can’t believe I am typing these words. Brandon has passed away over the weekend. Heartbroken doesn’t come close to how I, and how I know many of you will be feeling."

The company's offices, warehouses, factories and stores were also ordered closed "to cry with sadness, smile at the good times we had, reflect on what his genius built and hug your loved ones that little harder." 

View this post on Instagram A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Jan 21, 2019 at 12:44pm PST


As of posting, neither Deciem nor Truaxe's family has reported the cause of his death. 

Truaxe, 40, revolutionized the skincare industry when he introduced Deciem and later, its popular brand The Ordinary. The Ordinary offered stripped-down skincare products that worked at very reasonable prices. 

The past year has not been easy for both Truaxe and Deciem. Truaxe had been criticized after he took over Deciem's Instagram feed and started posting "bizarre and troubling messages" on it, noted Vox.

Beauty giant Estée Lauder, a minority investor in Deciem, then sued Truaxe after he posted on Instagram that Deciem would be shut down. As a result, Truaxe was removed as CEO and Kilner took over. According to Vox, the judge later issued a restraining order against Truaxe over emails he sent to Estée Lauder chair emeritus Leonard Lauder. –