Brandon Truaxe
Brandon Truaxe | |
|---|---|
| Born | Ali Roshan 19 June 1978 Tehran, Iran |
| Died | 20 January 2019 (aged 40) Toronto, Canada |
| Occupation(s) | Computer scientist, cosmetics entrepreneur |
| Known for | Founder of DECIEM, creator of The Ordinary |
Brandon Truaxe (originally named Ali Roshan; born 19 June 1978 in Tehran – passed away 20 January 2019 in Toronto) was an Iranian-Canadian expert in computer science and a pioneer in the cosmetics industry. He founded the Toronto-based beauty enterprise DECIEM and became notable for simultaneously launching ten cosmetic lines. Among these, he created The Ordinary, distinguished by its scientifically driven formulations offered at accessible price points, supported by internal manufacturing capabilities.
Early life
Born as Ali Roshan in Tehran on 19 June 1978, during a brief period preceding the Iranian Revolution, Truaxe’s family relocated to Toronto in 1995, obtaining permanent residency status. Following the loss of his mother to breast cancer and his father’s return to Iran, he pursued computer science studies at the University of Waterloo, completing his degree in 2001. A formative internship analyzing software for a prominent New York-based cosmetics company revealed to him the substantial markups prevalent within the sector.
Post-graduation, Truaxe established the software enterprise Schematte Corporation and the nutritional supplement firm Organic Senses Ltd., both of which were dissolved by 2008 due to administrative filing complications.
In 2003, he co-founded the skincare brand Euoko alongside partner Julio Torres and investor Pasquale Cusano, departing from the company in 2011. Subsequently, in 2009, he initiated Indeed Labs, including its Nanoblur product line, before moving on to launch DECIEM in 2012—his fourth entrepreneurial endeavor.
DECIEM
Truaxe co-founded DECIEM The Abnormal Beauty Company in 2012 as a parent entity encompassing over ten distinct brands. The company debuted its inaugural brand, Inhibitif, in April 2013, followed by launches of The Chemistry Brand, Fountain, and Grow Gorgeous. During a non-compete phase, Truaxe formulated an anti-aging hand cream for The Chemistry Brand that rapidly became a bestseller as consumers adapted it for facial use.
The multi-brand strategy of DECIEM was underpinned by a vertically integrated model that included proprietary laboratories, manufacturing facilities, e-commerce platforms, retail outlets, and exclusive marketing operations.
In August 2016, Truaxe unveiled DECIEM’s The Ordinary collection featuring 27 products that married advanced scientific research with budget-friendly pricing—realizing his vision to "democratise serious skincare." Initially available online, The Ordinary expanded distribution into department stores and approximately thirty company-operated locations across Canada, the United States, the United Kingdom, Mexico, South Korea, and the Netherlands.
By June 2017, Estée Lauder Companies (ELC) acquired a 28% equity interest in DECIEM for $50 million, acknowledging Truaxe’s innovative pricing model and rapid growth trajectory. This alliance arose from DECIEM’s challenges in scaling production to satisfy escalating consumer demand. By late 2018, DECIEM’s product range was distributed across 42 countries globally with sales exceeding one unit per second.
Truaxe received multiple honors including the Luxury Briefing Award for “Innovation in Beauty.” All DECIEM brands—including The Ordinary—are formulated without parabens, sulphates, mineral oils, certain preservatives, animal-derived oils, coal tar dyes, formaldehyde, mercury, or oxybenzone.
Under Truaxe’s direction, DECIEM approached annual revenues near $300 million with ambitions to increase sales fivefold in 2019.
Controversy
At the beginning of 2018, Truaxe was subject to allegations regarding unpredictable conduct. Nicola Kilner Reddington, co-founder, mentioned that prior to 2018, Truaxe seldom consumed alcohol and addressed claims about his use of psychedelic mushrooms at work, which he believed enhanced creativity. In an interview with the Financial Post, it was disclosed that Truaxe had used crystal meth while in the United Kingdom, leading to his arrest and subsequent treatment.
In October 2018, Estée Lauder Companies (ELC) initiated legal proceedings after Truaxe abruptly ordered the cessation of DECIEM's operations, citing concerns over "financial crimes." He publicly stated on social media that misinformation was harming his reputation and voiced concerns for his personal safety. Following this, Truaxe was dismissed from his role as CEO, with Kilner Reddington assuming sole leadership. Soon after, a restraining order was imposed against him due to emails he sent to ELC chair emeritus Leonard Lauder and other senior executives. The company’s board was then composed solely of Andrew Ross (ELC EVP of strategy) and jeweller Pasquale Cusano. Additionally, ELC engaged PricewaterhouseCoopers to conduct an investigation into the alleged financial irregularities.
Death
Truaxe passed away at the age of 40 on 20 January 2019, reportedly after falling from his apartment located in Toronto’s Distillery District. A representative from Estée Lauder Companies described him as a "true genius," highlighting that his visionary work with DECIEM had a profound influence on millions globally through innovation and creative excellence.
External links
- Billion Dollar Nightmare! The Tragedy Of A Billion $$ Beauty Business - Nicola Kilner, The Ordinary, YouTube Channel: The Diary Of A CEO, 5 June 2023