Founder of cult beauty brand Deciem, Brandon Truaxe has passed away

Beauty brand Deciem confirmed today that the brand’s founder, Brandon Truaxe, has passed away at age 40. In a company email, acting CEO Nicola Kilner allegedly informed employees of the news and asked the brand’s entire staff (including warehouses and factories) to remain closed on Monday in order to grieve, Vox reports.

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A post shared by Brandon Truaxe (@btruaxe) on Nov 14, 2018 at 2:55am PST


“Heartbroken doesn’t come close to how I, and how I know many of you will be feeling,” Kilner wrote to staff. “We are all in disbelief and shock but I will be in touch again very soon.”

The brand shared this touching tribute to their founder on Instagram today:

“Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible,” Deciem wrote. “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 ❤.”

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A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on Jan 21, 2019 at 12:44pm PST

After months of unpredictable behaviour following a partial buyout from Estée Lauder, executives at Estée Lauder sued Truaxe last year. This ultimately led to his removal from the position of CEO last February. Truaxe was later reportedly hospitalized for mental health issues in November 2018, but he denied any such illness.


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