FAQs
His death took place early one morning, 20 January 2019, reportedly after falling from his Toronto apartment in the Distillery District. A spokesperson for Estée Lauder Companies stated: "Brandon Truaxe was a true genius, and we are incredibly saddened by the news of his passing.
Who created the brand The Ordinary? ›
Our lab is hard at work with many new products in development, and with plans for even further expansion, we're excited to continue to do big, good things. DECIEM was founded in 2013 by “the beauty world's most exciting disrupter”, Brandon Truaxe.
Who is the new owner of The Ordinary? ›
Estée Lauder's Ongoing Investment in DECIEM
DECIEM, known for its innovative and science-backed approach to skincare and beauty, quickly gained popularity among consumers for its standout brands like the Ordinary and NIOD. The agreement will see Estee Lauder purchase the Toronto-based company in two phases.
Who is the inventor of ordinary? ›
Brandon Truaxe, the founder and former CEO of cosmetic skincare company Deciem, which is behind the cult brand The Ordinary, has died at 40.
What is the controversy with the founder of DECIEM? ›
In keeping with his vow of transparency, Truaxe connected to the skin-care brand's fans through emotional and direct posts on Instagram, though he began to behave more erratically in the past year. He argued with commenters on the Deciem account, ended collaborations, and announced staff firings.
Why was DECIEM cancelled? ›
The brand has since closed all of its stores
The shaky video continued as the 39-year-old introduced two colleagues before explaining: “Almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and much other.
Why was The Ordinary cancelled? ›
The accessible pricing that we felt was sensible to charge for the formulas would only cover our production costs if the volume that we sold was high. Despite many people loving the formulas, we didn't manage to reach enough of you with our Colours range and the products have not been profitable since their launch.
Why is Ordinary so cheap? ›
The Ordinary don't have collections of products they deem "anti-aging miracles", in fact The Ordinary simply explain what their products do with no misleading claims. The marketing costs from The Ordinary is much less than other cosmetics companies. Their costs simply go on testing and producing the products.
What is the story behind DECIEM The Ordinary? ›
The Ordinary was created by Brandon Truaxe, an Iranian-Canadian computer scientist and cosmetics entrepreneur. Truaxe had created and worked for a number of beauty brands before he started DECIEM, the umbrella company that would own The Ordinary.
Who is the sister company of The Ordinary? ›
DECIEM | The Abnomal Beauty Company
DECIEM is a family of good people doing good things. We are home to The Ordinary and NIOD and hope to inspire a better world of beauty through the kindness of our community, our innovative technologies, and the honesty of our words and actions. Powered by renewable energy.
on Tuesday closed a deal for a majority stake in Deciem, the parent company of The Ordinary. Lauder now owns 76 percent of Deciem. The transaction valued the company at $2.2 billion, making it the largest deal in Lauder's history.
What country owns The Ordinary? ›
The Origins of "the Ordinary"
this not so Ordinary brand was born in the vibrant city of Toronto, Canada, under the umbrella of DECIEM, a Canadian company founded by the visionary Brandon Truaxe.
Why is The Ordinary so popular? ›
Why is The Ordinary brand so popular? According to Dr. Marisa Garshick, a board-certified dermatologist at MDCS Dermatology, the brand's popularity can be chalked up to two main things: Its affordable price point (most of its best-sellers are under $20) and its focus on buzz-worthy and effective ingredients.
Why is The Ordinary famous? ›
The Ordinary, celebrated for becoming TikTok's most popular skincare brand and backed by stars like Kim Kardashian and Holly Willoughby, has revolutionised beauty standards.
How did Brandon Truaxe fall? ›
It is believed he jumped or fell from his 32nd floor penthouse in the Distillery District. Toronto police told the site that Truaxe jumped, and landed on the terrace of a sixth floor apartment. “He was found dead at the scene,” a police spokesperson said.
What happened with The Ordinary founder? ›
Just a few months after being removed as CEO, Truaxe died as a result of a fall from his Toronto apartment.
What happened to Brandon Truaxe reddit? ›
It's been announced that Brandon Truaxe, founder of Deciem has been found dead.
Is Nicola Kilner married? ›
Truaxe delegated the firing to the company's human resources director, Neha Gupta. Ms. Kilner's husband, Sean Reddington, booked the couple on a flight to Barbados. The two had been married for several years but had put off having children.
