After last week’s public shutdown of cult skincare and beauty brand Deciem through founder Brandon Truaxe posting a manic video on the company’s Instagram with a cryptic and almost nonsensical caption, the brand’s team has returned to social media to clear the air.
The post, which seems to realign back with the brand’s social media vibe before Truaxe took over earlier this year, talks about the last week, their love for the people heavily invested in the Deciem brand, and the excitement for “the next part of our story to begin.”
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We make beautiful products. But the reality is that before beautiful products, we are a team of beautiful humans with deep hearts invested so heavily and lovingly in DECIEM. This love is what makes weeks like the last one so difficult. Following the court ruling on Friday we have now reopened all stores, offices, factories and warehouses. Together, we are committed to serving our customers, partners and everyone involved in this journey to the best of our humble abilities, and we are ready for the next part of our story to begin. Brandon will always be the founder of DECIEM. We will take the passion and values he has instilled within us as we continue to grow the brands we have created with transparency, integrity, authenticity, function and design. Thank you from the very bottom of our hearts to each and every person who has continued to support our journey. We look forward to sharing what's to come with you. ????❤
The post also recognises that Truaxe, despite his departure from the company, will always be the founder of Deciem, and gives thanks to the brand’s supporters for their continued support.
On Friday, Estée Lauder – who own shares in Deciem – filed an injuction to have Truaxe removed from the company. A Canadian judge ruled in Estée Lauder’s favour, and Deciem, along with highly-popular cult skincare brands The Ordinary and NIOD, were able to resume business.
The court ruling also placed co-chief executive officer, Nicola Kilner, as interim CEO.
Since the ruling, the cult skincare brand is claiming to be back to business as normal. The online stores have relaunched again, and it’s expected that the brand’s standalone stores will be back in action.