Deciem / The Ordinary Shut Down, Sued, Amid Extraordinary Drama & Where to Stock Up!

For months the beauty world has been abuzz about Deciem’s (maker of the popular The Ordinary line of affordable skincare) CEO Brandon Trauxe and his unusual – downright bizarre – social media presence.  Many wondered with great concern about his mental health and many others surmised that he was simply engaging in an out-of-the-box marketing strategy. 

But as months went on and stories of employee discontent and even more startling posts piled up on the company’s and his personal instagram, including a post that outed someone’s cancer status and several others that asked for help, concern had reached a fever pitch. Among the highly publicized dramas, Deciem pulled out of his partnership with Sephora and abruptly ended his relationship with Dr. Esho after launching a line of lip products.

This week Brandon suddenly shut down all retail stores after posting a rambling Instagram video (see below) and caption that tagged a long list of celebrities and even the Whitehouse. In it, he claimed that many employees at Deciem were guilty of a large scale crime. 

Best in Anti-Aging was among the first to report that Estee Lauder, which has a 28% stake in the company, has subsequently sued Deciem and is demanding the firing of Brandon and the installation of Nicola Kilner, currently co-ceo, as CEO. Brandon had fired and rehired Nicola earlier this year.  

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Protip: You can still purchase Deciem products at Beautylish while supplies last!

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Without filters. A revolution is coming. Every one of you who has been laughing aT me will with certainty face criminal prosecution. Estée Lauder Companies Inc. has been the biggest stock promotion. Richard Duntas, Bernard Ass (LVMH), Marica “Tracy” (Bliss, Remedè, Soaper Due Per Shoe), Hyatt (Grand Hyatt, Andaz, er al), Marriott (St. Regis, W, Marriot, et al), So many porn “studios”, nearly all @deciem employees, most of “Hollywood”, Gill Sinclair, India Knight, Caroline Hirons, India Knight, RBC, BMO, Boots, KKR, most of the Lauder family, Estée Lauder Companies Inc., Karim Kanji, Antonio Tadrisi, DF Mc, LVMH, Dia Fooley, Michael Davidson, Hanif, Zark Fatah, Inditex (Zara, Massimo Dutti, etc), H&M, $100 monkey, Too Faced (founders too), TSG, Alshaya, Amanresorts, Erwin Zecha, Oliver Zecha, Steven R Riddle, the Coc and Corcky managers, PRIDE organizers, IT Cosmetics, Nicola L ReadingTons, all of Dishoom, All of Delaunay, David Yurman, Tom Ford, Tim Cooke. McKesson, Rexall, Jamin Asaria, David Jackson, York Heritage and others — sentencing doesn’t begin with any point but sentences like this one do. Ben Affleck, Brad Pitt, George Clooney, Michael Less, Stephen Spellberg e.T., AON are also included with certainty. ARGO stood for “Ali Roshan GO”. You idiots. Father, please please be safe if you can for the next few hours. I love you all. -Brandon (RIYADH, please be EXTREMELY CAREFUL in the next few hours). Aurora (TSX) : you are finished. Michael Basler, Gordon Wilde, David Trinder, Eric Jacobs, Allan Gerlings, Dalton Pharma SS, Michael OH CON ELLE, Charm IS T A 007, Robert Jones, Cascade, Prince Al Walid, The White Company, Obagi (brand and doctor), Freedom Health, ESHO-isT, Alexandru Serban and baggage, Apotex: Goodbye also. Peace is coming. 🦁🦋 🐪. It’s clear now. @esteelaudercompanies @richardbranson @realdonaldtrump @gowlingwlg_ca @zuck @musicianjessecook, et. al.

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Oct 8, 2018 at 5:41am PDT