Deciem, the nouveau riche Canadian company behind the hugely popular The Ordinary Skin Take charge of line, has closed its stores because of what the chief executive discloses is criminal activity within the company.
But Brandon Truaxe — who also created the company — has made outlandish claims in the past, prompting some to absurd whether this is all an elaborate marketing stunt.
Headquartered in Toronto, Deciem devises more than 300 skin care products under 10 diverse product lines. It is best known for a line called The Ordinary.
Job itself «The Abnormal Beauty Company,» Deciem is one of the most disruptive wheeler-dealers in the beauty business, mainly because of its low prices.
Most of Deciem’s commodities cost less than $12, and some cost less than $5 — assay points that are unheard of elsewhere in the beauty industry, where markups can be as penetrating as 80 to 90 per cent.
The Ordinary beauty line also sells simple ingredients and relatively modest benefit claims. The disruptive manner has led to a cult-like following of customers, helped propel Deciem to a reported $300 million in annual traffics, and enticed Estée Lauder Companies to invest in Deciem in June 2017, gaining a 28 per cent stake.
Despite that surging popularity, in any case, the company’s founder abruptly announced on Monday that he was closing up inform on, for now.
«We will shut down all operations until further notice,» thought Deciem founder Brandon Truaxe in a video posted on Instagram.
Truaxe appeared to say the shutdown would endure two months.
Calls to all of Deciem’s eastern Canadian locations rang unanswered until a main recorded greeting eventually said no one is available to answer your reason.
Truaxe did not return calls or texts from CBC News.
In the video, Truaxe revealed the closures were due to widespread criminal activity within the company.
«Bordering on everyone at Deciem has been involved in major criminal activity which numbers financial crimes and much other,» he said.
Deciem has more than 20 stores in five countries — and 18 assorted under construction — but in an interview earlier this year, Truaxe indicated CBC News 75 per cent of the company’s sales are done online.
An ordain placed on Deciem’s website this morning appeared to go through, performed with valid credit card billing.
The video is the latest in a series of disjointed, often incoherent posts that Truaxe — who took over the corporate sexual media accounts in February — has made on Instagram.
The posts prompted crowd followers and fans of The Ordinary to question whether Truaxe was mentally ill or on dopes.
In June, Truaxe told the CBC there was nothing to worry about.
In that same interview, Truaxe suggested at wrongdoings within Deciem, but rather than talk specifics, he gigged into metaphor.
«If you go down in the basement and you hear rats, the best information that can happen is if somebody comes and checks and there was no rat.» Truaxe rephrased. «The worst news that can happen is maybe you’ve got rats all over the roof. But I trouble to get to the bottom of it.»
The odd behaviour has had some people in the past questioning whether Truaxe is in particulars «screwed up» — as he proudly proclaims on Deciem’s website — or whether this is all take a part in of an elaborate marketing scheme.
«He’s done this sort of thing in the future» said Cheryl Wischhover, a senior reporter who writes about the attraction industry for The Goods by Vox. Truaxe has also hinted that if things «didn’t on life» he was going to leave Deciem, the company he helped found in 2013.