The founder of Deciem was found dead today. He reportedly committed suicide but I am literally getting that intel from the comment section of Instagram. The New York Times said the Toronto Police would not confirm the death. But a spokesperson said it was a sudden death at an intersection. Super vague. He’s definitely dead. Or he disappeared himself. That is a legit possibility. I have been following the brand for quite a while and Brandon Truaxe was having a mental breakdown publicly and using Deciem’s Instagram as an outlet. He reportedly struggled with mental illness. This past December he announced that he would be shutting down operations because the majority of the employees at the company were involved in some sort of illegal operation. It was very obvious that something was completely wrong with him. Estee Lauder displaced him as CEO, and now people are saying Estee Lauder should be held accountable for not being more sensitive. I see that side, but ultimately its business. Getting rid of him was the absolute best thing for the organization. No one wanted to touch their products when he started going through this shit. I imagine their revenue plummeted. The second he was dismissed, the brand started doing better. It would have been nice if EL saw that he had proper counseling but certainly was no more their responsibility than his own families. You cannot control people.
Brandon Truaxe was brilliant. You can tell that through what he created. The Ordinary is an exquisitely marketed and geniously (is that a word) executed. NIOD is just as extraordinary. I am literally shocked though. I don’t know why I am so shocked. Nicola Kilner, his partner emailed the employees internally notifying them of his death over the weekend. The post on Deceim’s Instagram announcing his death was super confusing to me. I had no idea what they were trying to get across because their tone was not appropriate for the actual event that took place. “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 ❤” It sounds like a love letter that a middle school girl wrote her crush.