The Ordinary is a revolutionary skincare company with a cult following. It was founded by Brandon Truaxe, an industry outsider who had had enough of marketing guff. The stripped back design and bland, scientific product names have won legions of fans. The brand is a master in the art of "unselling". From 1843
Who is DECIEM founder Brandon Truaxe — and what happened to him?
Wikipedia
Brandon Truaxe (born Ali Roshan; 19 June 1978 – 20 January 2019), was an Iranian-Canadian computer scientist and cosmetics entrepreneur known as the founder of DECIEM, the Toronto-based beauty company.
Contents
- 1Early life
- 2DECIEM
- 3Controversy
- 4References
In August 2016, Truaxe launched DECIEM's, The Ordinary product line with twenty-seven products, combining cutting-edge science with modest price points. He was realising his mission to "democratise serious skincare".[10] It first sold exclusively online, then in various department stores, and about 30 company-owned stores it opened in Canada, the US, the UK, Mexico, South Korea and the Netherlands.[11][12]
In June 2017 Truaxe's success attracted the attention of leading beauty conglomerate Estée Lauder Companies (ELC), which acquired an equity ownership of 28% (one-third equal partner) in DECIEM for $50 million. At the time, Truaxe released a statement praising ELC for embracing ″our margins, our pricing strategy, our future plans (and) our disruptiveness″.[13] His decision was driven by the fact that the company simply could not keep up with the consumer demand for their products. In late 2018, DECIEM was in 42 stores worldwide and sold more than one product every second.[7][14]
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