Home Daily Blitz Inside the C.E.O.’s Social Media Meltdown at Deciem

Inside the C.E.O.’s Social Media Meltdown at Deciem


The following is an excerpt from Jonah Engel Bromwich and Valeriya Safronova | October 10, 2018 | Nytimes.com |

In the last two years, The Ordinary has become one of the hottest brands in skin care, selling no-fuss products at a fraction of the prices of its competitors, to the obsessive delight of young consumers.

The Ordinary is one of a cluster of brands run by Deciem, which was founded in 2013 by a computer programmer named Brandon Truaxe.

Mr. Truaxe on Tuesday capped off a year of increasingly outlandish behavior with a minute-long Instagram video posted to the Deciem account, in which he said that the company would stop all operations. In an incoherent monologue, apparently filmed in the back of a moving car, he said that almost everyone at Deciem “has been involved in a major criminal activity, which includes financial crimes.”

Emails obtained by The New York Times sent by Mr. Truaxe before and after the video was posted show that his behavior was similarly disorderly in private. In one email, sent Tuesday afternoon with the subject line “EXECUTIVE ORDER,” the Deciem founder said: “All offices, production facilities and stores are shut down as of this moment.”

For more visit: Nytimes.com