A women reacts outside the beauty supply store Deciem as it has closed all locations unexpectedly in Toronto on Tuesday, October 9, 2018. THE CANADIAN PRESS/Nathan Denette

A women reacts outside the beauty supply store Deciem as it has closed all locations unexpectedly in Toronto on Tuesday, October 9, 2018. THE CANADIAN PRESS/Nathan Denette

Toronto-based beauty brand closes doors citing ‘criminal activity’

Deciem founder abruptly shutters stores until further notice

A Toronto-based beauty brand that has become a cult hit and garnered attention from the likes of Kim Kardashian West is abruptly closing all of its stores.

Brandon Truaxe, the founder of Deciem, said in an Instagram video he posted over the weekend that he is shutting down operations until further notice.

Truaxe did not give a clear reason for the closure of the stores, which are often emblazoned with ”the Abnormal Beauty Company” slogan, but alludes to criminal charges in the video.

“Please take me seriously,” he said. “Almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and much other. You have no idea what a soldier I have been for 13 years.”

View this post on Instagram

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.

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on

Truaxe listed his location for the post as the White House and named and tagged dozens of high-profile brands and people, including George Clooney, Brad Pitt, RBC, U.S. President Donald Trump and recent Deciem investor Estee Lauder Companies Inc. in the missive.

In a statement made to The Canadian Press, Estee Lauder distanced itself from the matter by calling it a “minority” investor in the brand, and noting ”we do not control the company’s operations, social media or personnel decisions.”

Truaxe’s mysterious post comes years after he founded Deciem in 2013 and shot to fame with droves of loyal fans, including Kim Kardashian West, who once raved about the brand’s The Ordinary Granactive Retinoid Two per cent Emulsion Serum.

Deciem sold its products, which include the popular The Ordinary line, online, in various department stores and at about 30 stores it opened in Canada, the U.S., the U.K., Mexico, South Korea and the Netherlands.

On Tuesday, Deciem’s website noted almost all of them were closed and the phone went unanswered when The Canadian Press tried to reach managers at several locations.

Deciem spokespeople did not respond to requests for comment.

Square One, a mall west of Toronto where Deciem was a tenant, said it did not receive advance notice of the decision to shutter the stores.

“Square One was made aware of the closure at the same time it was made public,” a spokesman said in an email, noting that it would not comment on ”business decisions of any of our tenants.

Truaxe’s Instagram post announcing the store closure was not the first time he caught attention for his social media missives. In January, he posted about an attempted hack on Deciem’s Instagram page, saying “This could be a past employee, someone who doesn’t like us, a competitor, we don’t really know but we’re going to find out.”

Days later he was telling his followers that he was dropping his chief executive officer title in favour of “worker.”

“Responsible people don’t need CEOs and our team has been really responsible,” he said. “I’ve never liked any of my bosses in my life, so I don’t want to be a boss; I want to be a friend. I want people to be my friend and not my employee.”

In February, he posted a handful of videos of garbage piles with captions promising to eliminate plastic shopping bags, droppers and foundation bottles. It’s unclear if he ever made good on the promise.

A remark from Truaxe to a social media follower in February angered some of the brand’s fans enough for them to begin posting images of burning Deciem products.

Truaxe then ousted his co-CEO Nicola Kilner and the brand’s chief financial officer Stephen Kaplan stepped down.

Tara Deschamps, The Canadian Press

Like us on Facebook and follow us on Twitter.

Just Posted

(File photo from The Canadian Press)
Red Deer down to 66 active COVID-19 cases

Red Deer has lowest number of active cases since last November

File photo
Wetaskiwin RCMP investigate fatal collision

One fatality in a serious collision on Highway 2A on June 18, 2021.

Participants in Rock Soup Food Bank’s fundraising drag race that took place on June 20, 2021. Shaela Dansereau/ PipestoneFlyer.
Rock Soup Food Bank fundraises with literal drag race down main-street

Participants ran in drag down Wetaskiwin’s main street as a fundraiser for the food bank.

Orange shirts, shoes, flowers and messages are displayed on the steps outside the legislature in Victoria, B.C., on Tuesday, June 8, 2021 following a ceremony hosted by the Songhees and Esquimalt First Nations in honour of the 215 residential school children whose remains have been discovered buried near the facility in Kamloops, B.C. THE CANADIAN PRESS/Chad Hipolito
Alberta city cancels Canada Day fireworks at site of former residential school

City of St. Albert says that the are where the display was planned, is the site of the former Youville Residential School

FILE – Perry Bellegarde, National Chief of the Assembly of First Nations, takes part in an event on Parliament Hill in Ottawa on Tuesday, July 7, 2020. THE CANADIAN PRESS/Sean Kilpatrick
Indigenous Peoples Day must be a ‘call to action’, says Assembly of First Nations chief

Discovery of children at Kamloops residential school site must lead to change, Perry Bellegarde says

The border crossing into the United States is seen during the COVID-19 pandemic in Lacolle, Que. on February 12, 2021. THE CANADIAN PRESS/Paul Chiasson
VIDEO: Border quarantine to soon lift for fully vaccinated Canadians

Eligible travellers must still take multiple COVID-19 tests

FILE - In this Nov. 29, 2020, file photo, Las Vegas Raiders defensive end Carl Nassib leaves the field after an NFL football game against the Atlanta Falcons in Atlanta. Nassib on Monday, June 21, 2021, became the first active NFL player to come out as gay. Nassib announced the news on Instagram, saying he was not doing it for the attention but because “I just think that representation and visibility are so important.” (AP Photo/John Bazemore, File)
Nassib becomes first active NFL player to come out as gay

More than a dozen NFL players have come out as gay after their careers were over

A pair of Alberta residents were arrested after police responded to a report of a woman who had allegedly been assaulted and confined against her will on June 20, 2021. (File photo)
Salmon Arm RCMP arrest 2 Albertans suspected in alleged assault, unlawful confinement

Firearms, stolen items seized including NHL hockey cards believed to be worth thousands

A man makes his way past signage to a mass COVID-19 vaccination centre at the University of Toronto’s Mississauga campus during the COVID-19 pandemic in Mississauga, Ont., on Monday, May 17, 2021. THE CANADIAN PRESS/Nathan Denette
Canadians encouraged to see mRNA shots as interchangeable as more 2nd doses open up

Doctors urge people not to hesitate if offered Moderna after getting Pfizer for their first shot

Chief of Defence Staff Jonathan Vance sits in the front row during a news conference in Ottawa on June 26, 2020. THE CANADIAN PRESS/Adrian Wyld
Defence committee rises without report on Vance allegations

Committee had been investigating the government’s handling of complaints against former defence chief

Tl’etinqox-lead ceremony at the site of the former St. Joseph’s Mission in Williams Lake, B.C., June 18, 2021. (Angie Mindus photo - Williams Lake Tribune)
‘We are all one people’: Honouring residential school victims and survivors

Love, support and curiousity: Canadians urged to learn about residential schools and their impact

Indigenous rights and climate activists gathered outside Liberty Mutual’s office in Vancouver to pressure the insurance giant to stop covering Trans Mountain. (Photo by Andrew Larigakis)
Activists work to ensure Trans Mountain won’t get insurance

Global campaign urging insurance providers to stay away from Canadian pipeline project

Investigators use a bucket to help recover human remains at a home burned in the Camp fire, Thursday, Nov. 15, 2018, in Magalia, Calif. Many of the missing in the deadly Northern California wildfire are elderly residents in Magalia, a forested town of about 11,000 north of the destroyed town of Paradise. (AP Photo/John Locher)
‘Forever War’ with fire has California battling forests instead

Five of the state’s largest-ever blazes seared California last year, as authorities tackle prevention

Tokyo 2020 President Seiko Hashimoto and IOC President Thomas Bach, on a screen, speak during a five=party online meeting at Harumi Island Triton Square Tower Y in Tokyo Monday, June 21, 2021. The Tokyo Olympics will allow some local fans to attend when the games open in just over a month, Tokyo organizing committee officials and the IOC said on Monday. (Rodrigo Reyes Marin/Pool Photo via AP)
Tokyo Olympics to allow Japanese fans only, with strict limits

Organizers set a limit of 50% capacity — up to a maximum of 10,000 fans

Most Read