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Brandon Truaxe, Deciem Founder, Dies

Brandon Trauxe, the 40-year old founder of Deciem, has died, according to an internal email at Deciem.
The email, from Deciem chief executive Nicola Kilner, said Truaxe passed over the weekend, and asked for Deciem’s operations to close for the day. A source with knowledge of the situation told WWD that Truaxe died in Toronto, but cause of death could not be learned by press time.
In the past year, Truaxe had been the subject of many dramatic stories — he posted business announcements to Instagram, he cc’d reporters on emails to chairman emeritus of the Estée Lauder Cos. (a minority investor in the business) Leonard Lauder, and he was eventually ousted from the company after unilaterally deciding to shutter operations in October.
But before that, Truaxe was one of the first to champion radical transparency, and to build a multi-brand, fast-moving vertically-integrated business with that concept at its core. The company’s most popular brand, The Ordinary, has become a cult skin-care brand from selling technically-named products for low prices — often below $10.
That concept was true to Truaxe’s belief that luxury was not about about price.
“The thing about luxury, when I say it’s not about price points, what I mean is it doesn’t

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Via:: https://wwd.com/beauty-industry-news/beauty-features/brandon-truaxe-deciem-founder-dies-1202979846/