Deciem Founder Brandon Truaxe Has Died
22 January 2019 - 10:20AM
Dow Jones News
By Jacquie McNish and Jaewon Kang
TORONTO -- Deciem founder Brandon Truaxe, whose erratic behavior
led to his being stripped of his CEO role at the popular skin-care
company, died on Sunday.
Officials at Toronto-based Deciem advised staff and others in
emails Monday morning of his death, and no cause was given. He was
40.
Toronto police said they recovered a body Sunday afternoon after
they received a call that someone had fallen from a condominium
tower, which Mr. Truaxe recently identified in Instagram posts as
his new home.
A police spokeswoman said it was against policy to provide any
details, including identity, when there is an apparent suicide.
There is no ongoing investigation, she said.
"Brandon Truaxe was a true genius, and we are incredibly
saddened by the news of his passing," said a spokeswoman at Estée
Lauder Co., which became a minority shareholder of Deciem in 2017.
"As the visionary behind Deciem, he positively impacted millions of
people around the world with his creativity, brilliance and
innovation. This is a profound loss for us all."
Mr. Truaxe's death comes three months after an Ontario judge
issued an order, citing his "increasingly aberrant and irrational
behavior," to remove him as CEO of the company he founded in 2013.
Mr. Truaxe's actions included firing the company's top executive
and closing most of its roughly 30 stores. After he was replaced,
the stores were reopened.
Mr. Truaxe was briefly hospitalized in mental-health facilities
in London and Toronto last year, according to court documents. A
lawyer who previously represented Mr. Truaxe declined to
comment.
The judge restrained Mr. Truaxe from visiting Deciem stores or
communicating with officials at Estée Lauder after he sent an email
threatening harm to Leonard Lauder, chairman emeritus of the
cosmetics giant.
While Mr. Truaxe drew a large social-media following, mostly on
Instagram, for his steady stream of posts and photographs about
skin products and his frequent travels, little is known about his
personal history.
He described himself to some business associates as an Iranian.
He started Deciem as a more natural and less expensive alternative
to big-name beauty products through eliminating distributors and
other middlemen.
Deciem expanded beyond Canada into the U.S., U.K. and elsewhere,
as its affordable makeup and skin-care products developed a cult
following.
Write to Jacquie McNish at Jacquie.McNish@wsj.com and Jaewon
Kang at jaewon.kang@wsj.com
(END) Dow Jones Newswires
January 21, 2019 18:05 ET (23:05 GMT)
Copyright (c) 2019 Dow Jones & Company, Inc.
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