A Toronto-based beauty brand that has become a cult hit and garnered attention from the likes of Kim Kardashian West is abruptly closing all of its stores.
Brandon Truaxe, the founder of Deciem, said in an Instagram video he posted over the weekend that he is shutting down operations until further notice.
Truaxe did not give a clear reason for the closure of the stores, which are often emblazoned with 91裸聊视频漷he Abnormal Beauty Company91裸聊视频� slogan, but alludes to criminal charges in the video.
91裸聊视频淧lease take me seriously,91裸聊视频� he said. 91裸聊视频淎lmost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes and much other. You have no idea what a soldier I have been for 13 years.91裸聊视频�
Truaxe listed his location for the post as the White House and named and tagged dozens of high-profile brands and people, including George Clooney, Brad Pitt, RBC, U.S. President Donald Trump and recent Deciem investor Estee Lauder Companies Inc. in the missive.
In a statement made to The Canadian Press, Estee Lauder distanced itself from the matter by calling it a 91裸聊视频渕inority91裸聊视频� investor in the brand, and noting 91裸聊视频漺e do not control the company91裸聊视频檚 operations, social media or personnel decisions.91裸聊视频�
Truaxe91裸聊视频檚 mysterious post comes years after he founded Deciem in 2013 and shot to fame with droves of loyal fans, including Kim Kardashian West, who once raved about the brand91裸聊视频檚 The Ordinary Granactive Retinoid Two per cent Emulsion Serum.
Deciem sold its products, which include the popular The Ordinary line, online, in various department stores and at about 30 stores it opened in Canada, the U.S., the U.K., Mexico, South Korea and the Netherlands.
On Tuesday, Deciem91裸聊视频檚 website noted almost all of them were closed and the phone went unanswered when The Canadian Press tried to reach managers at several locations.
Deciem spokespeople did not respond to requests for comment.
Square One, a mall west of Toronto where Deciem was a tenant, said it did not receive advance notice of the decision to shutter the stores.
91裸聊视频淪quare One was made aware of the closure at the same time it was made public,91裸聊视频� a spokesman said in an email, noting that it would not comment on 91裸聊视频漛usiness decisions of any of our tenants.
Truaxe91裸聊视频檚 Instagram post announcing the store closure was not the first time he caught attention for his social media missives. In January, he posted about an attempted hack on Deciem91裸聊视频檚 Instagram page, saying 91裸聊视频淭his could be a past employee, someone who doesn91裸聊视频檛 like us, a competitor, we don91裸聊视频檛 really know but we91裸聊视频檙e going to find out.91裸聊视频�
Days later he was telling his followers that he was dropping his chief executive officer title in favour of 91裸聊视频渨orker.91裸聊视频�
91裸聊视频淩esponsible people don91裸聊视频檛 need CEOs and our team has been really responsible,91裸聊视频� he said. 91裸聊视频淚91裸聊视频檝e never liked any of my bosses in my life, so I don91裸聊视频檛 want to be a boss; I want to be a friend. I want people to be my friend and not my employee.91裸聊视频�
In February, he posted a handful of videos of garbage piles with captions promising to eliminate plastic shopping bags, droppers and foundation bottles. It91裸聊视频檚 unclear if he ever made good on the promise.
A remark from Truaxe to a social media follower in February angered some of the brand91裸聊视频檚 fans enough for them to begin posting images of burning Deciem products.
Truaxe then ousted his co-CEO Nicola Kilner and the brand91裸聊视频檚 chief financial officer Stephen Kaplan stepped down.
Tara Deschamps, The Canadian Press
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