Brandon Truaxe, founder and former CEO of Deciem, the beauty company that own cult skincare brand, The Ordinary, has died aged 40.
The cause of death of the Toronto-based entrepreneur has not yet been released.
“Heartbroken doesn’t come close to how I, and how I know many of you will be feeling. All offices, warehouses, factories and stores please close today and take the time 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,” Deciem’s acting CEO Nicola Kilner confirmed in an email to staff yesterday.
The company posted a message late last night via Instagram:
“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. Love, (forever) your DECIEM.”
Truaxe founded Deciem, also known as ‘The Abnormal Beauty Company’, in 2013. The business included brands such as Niod, Hylamide and Fountain, but it was The Ordinary that catapulted Truaxe to fame.
Launched in 2016, The Ordinary created a new category of affordable skincare offering ingredient-led products and no-frills packaging, all for under £10. With approval from celebrities and Beauty Editors alike, the brand’s most popular products sold out quickly and garnered long waiting lists.
The brand expanded rapidly and received investment from Estée Lauder Companies. In October last years, Truaxe was removed from his role as CEO after months of erratic online behaviour.
“Brandon Truaxe was a true genius, and we are incredibly saddened by the news of his passing. As the visionary behind Deciem, he positively impacted millions of people around the world with his creativity, brilliance and innovation,” a spokesperson for Estée Lauder said in a statement.