YOU MIGHT BE familiar with the skincare company Deciem, or maybe some of their smaller brands, like The Ordinary.
The company has been credited with saving faces across the nation with its broad range of low-budget (but hard working) products. However, some fans are now threatening to boycott the brand over the behaviour of its CEO, Brandon Truaxe.
Ok, what did he do?
As of late, Truaxe has made himself the face of Deciem, placing himself front and centre of the brand’s social media and marketing campaigns. Having taken over their Instagram, he’s been posting bizarre confessionals and even firing employees from it. Most recently, Truaxe was criticised for uploading a photo of a homeless woman outside The Ordinary’s upcoming Fifth Avenue store in New York City.
Speaking to Racked, he explained why he uploaded the image:
Actually, this person is disrespectful to the beauty of the library; he is disrespectful to the beauty of Fifth Avenue.”
He abruptly fired Nicola Kilner, his co-CEO, after it was claimed she raised issues about Truaxe’s mental health with Shamin Mohamed, Deciem’s director of operations.
Truaxe, however, disputes this.
Now That’s What I Call Yikes!
Customers are now taking to the comments to condemn his behaviour and ask for dupes of the line’s most popular and well-loved products. In true Truaxe fashion, he’s screenshotting select comments (and his passive aggressive replies) and posting them to the Deciem Insta Story.
Messy, or what?
Will you continue to purchase Deciem products?
