How did Deciem founder Brandon Truaxe die?

The news surfaced following a company-wide email, sent by acting CEO Nikola Kilner. In the email, Mr. Kilner says, “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.”

As of yet, the reason behind the death of Deciem founder Brandon Truaxe is not known. The company has denied from revealing anything. The Toronto Police, who responded to the reports of sudden death, too, has declined to say anything.

Deciem is one of the fastest emerging beauty and skincare companies. With a tagline “the abnormal beauty company”, it was started back in 2013 and today owns more than 10 brands under its name. ‘The Ordinary’ is one of its most popular brands, touting a cult-like following in many countries. The products under ‘The Ordinary’ line are premium in quality but cost much less.

The rise of Deciem over the course of five years has been nothing but phenomenal. 2017 was possibly the best year for the company, entering the mainstream market, with multiple storefronts in Canada, USA, UK, Australia, and South Korea.

Deciem founder Brandon Truaxe was at the very center of the conversations.

(Courtesy: The Business of Fashion)

The same year, the Telegraph published “Beauty without the fluff: Meet the man who will make you look younger”. Refinery29 published “How Deciem is changing the beauty industry”. Standard published “Brandon Truaxe: the man who will change the way you buy beauty”.

Evidently, 2017 was the best for the company, as well as the founder. However, things took an erratic and ugly turn in 2018—at least for Brandon Truaxe.

In the latter half of 2018, Brandon put on display some rather unusual behavior. In October, he took over the company’s Instagram account and posted weird messages, including one that claimed the employees in the company are involved in “major criminal activity”, and that financial crimes are taking place in Deciem.

Following such episodes, Estee Lauder sought legal action against Brandon for hurting the business; Estee Lauder owns a third of Deciem’s stake. The judge ruled against Brandon—and he was removed the company’s CEO post in October. However, his antics continued on social media.

In December of 2018, several media outlets reported that Deciem founder Brandon Truaxe has been hospitalized for mental illness. Although denying these reports, Brandon did agree that he’s on drugs, including crystal *****.

(Courtesy: YouTube)

And just like that, one of the most successful CEOs in the beauty industry had a major fall. In October of the same year, The Cut published “Brandon Truaxe of Deciem and the Rise of the CEO meltdown”.

At the time, his demeanors were termed as “meltdown” until today when he finally breathed last. Again, the reason for his death is not known. But, if there’s no foul play at it, there’s a good chance that he died due to substance use. He could have been helped and saved – but that didn’t happen. This episode also reflects just how casually the society treats mental illness; how less people prioritize serious issues like depression, chronic anxiety, and ADHD.

Even before death, Brandon posted four short videos on his Instagram. In them, he gave viewers a tour of his game; claiming he had a “little bit of alcohol to drink tonight”, he even revealed his address and apartment number.

May he rest in peace.