Deciem set to reopen stores after founder leaves
Skincare brand Deciem is reportedly reopening stores, following a dramatic few days which have seen its founder Brandon Truaxe axed from his position.
The company, which is responsible for the cult skincare brand The Ordinary, is resuming operations after an injunction from its minority investor Estée Lauder Companies resulted in Truaxe's departure, WWD reports.
According to the site, Deciem co-chief executive officer Nicola Kilner has been appointed as the sole interim CEO, and the brand's stores -- several of which had been closed over the past week -- are set to reopen.
The news will be welcomed by the brand's loyal fans, who expressed concern over the apparent demise of the label last week, following an erratic video posted by Truaxe on Instagram last Tuesday. In the clip, the beauty mogul announced: "This is the final post of Deciem. We will shut down all operations until further notice." The entrepreneur's somewhat confusing ramble went on to reference "major criminal activity" involving Deciem team members, and was accompanied by a lengthy caption pointing the finger at everyone from Brad Pitt to George Clooney.
The post caused an Estée Lauder Companies spokesperson to tell WWD: "We are deeply concerned by the material that has recently been posted on social media and will defend our right as a minority investor."
