Deciem CEO Bizarrely Announces That He's Shutting Down Company

It’s been a hot minute since we checked in on Brandon Truaxe, the CEO of cult beauty brand Deciem who you might remember as having an extremely bizarre approach to the company’s social media. After sparring with customers on Instagram, abruptly firing staff, and posting a photo of a homeless woman to the Deciem Instagram account (among many other weird behaviors) earlier this year, Truaxe might now be shutting the company down for good.


Truaxe announced on Monday that he’s shutting down the company due to “major criminal activity.” “Hi everyone, I’m Brandon Truaxe, founder of DECIEM,” he said in a shaky video posted to Instagram. “This is the final post of Deciem, which we will shut down all operations until further notice, which will be about two months. Please take me seriously.”

He continues, “almost everyone at DECIEM has been involved in a major criminal activity which includes financial crimes and much other[s],” Truaxe says. “You have no idea what a soldier I’ve been for more than 13 years.” He then goes on to list in the caption a long, confusing list of people facing criminal prosecution, including Estée Lauder, Tom Ford, H&M, Brad Pitt, George Clooney, and many more. Truaxe also tagged the Instagram to “The White House” and tagged President Donald Trump in his post.

So, I guess stock up on those serums while you can?

Pop Culture Reporter, Jezebel



Oh, holy shit. We’ve been watching Truaxe’s bipolar swings unfold on Insta for a while now, but this is very bad. We’re getting into psychosis here. All that weird name dropping, the idea of a massive criminal conspiracy - those are grandiose delusions. This can get into dangerous territory (like, legit life-and-limb danger) if this goes on too long. The fact that we have these posts means that Truaxe’s impulsivity is up and his insight into his condition and reality is reduced. When that combines with psychosis - not understanding or connecting with reality - tragic things can happen. Truaxe is very sick. He needs medical care.