Deciem to close all of its stores following Instagram post from founder

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Deciem to close all of its stores following Instagram post from founder


The founder of Canadian beauty brand Deciem says he is closing all of his company’s stores.

In an Instagram post, Brandon Truaxe says he is shutting down operations until further notice.

Truaxe does not give a reason for the closure of the Toronto-based brand that he founded in 2013, but in his post says that “almost everyone” at his company has been involved in “major criminal activity, which includes financial crimes and much other.”

Deciem’s website shows the company has closed almost all of its roughly 30 stores in Canada, the U.S., the U.K., Mexico and the Netherlands.

Deciem is often referred to by its slogan “the Abnormal Beauty Company,” has long been a hit with celebrities including Kim Kardashian-West and recently received an investment from the Estee Lauder Companies Inc.

In his Instagram post, Truaxe named and tagged Estee Lauder and a handful of other high-profile brands and people, including George Clooney, Brad Pitt, RBC and Donald Trump.





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