Brandon Trauxe died on Monday, Deciem staff confirm
The brains behind the multi-million-dollar Toronto beauty brand, Deciem has just died. He was Brandon Truaxe, the 40-year old founder of Deciem.
The company’s chief operating officer Stephen Kaplan confirmed his death in an email to The Canadian Press on Monday. Also, he released a statement on Instagram calling Truaxe a “friend.”
Born Ali Roshan in Iran, Trauxe founded Deciem in 2013, referring to it as the “Abnormal Beauty Company.” Brandon Trauxe studied computer programming at the Universurt of Waterloo in Ontario. Immediately after this, he led Schematte Corporation, a software development firm and Organic Senses Ltd., a nutritional supplements company.
Unfortunately, these two companies closed down in 2008 and 2007 respectively, due to his failure to comply with requirements by the legislation.
Trauxe’s vision shaoed Deciem’s reputation in the public and gave it some edge over other skincare brands. Deciem has always been unique and different due to features like: products coming in white packaging, products having scientific sounding names, and price tags being cheaper than rivals.
On Deciem’s Instagram page, the company posted a tribute to their founder:
“You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace. Love, (forever) your Deciem.”
The company didn’t reveal the reason Trauxe died. However, they kept stores closed on Monday with a sign hung on the window of a Toronto location: “Please don’t get mad. We are currently closed for an unforeseen concern.”
In October 2018, Brandon Trauxe announced on Instagram that he was closing all Deciem stores. This was due to an employee allegedly involving in a “major criminal activity”. This caused a strain in his relationship with the company.
However, the court appointed PriceWaterhouseCoopers to investigate Trauxe’s claims.
Estee Lauder companies said in a statement after Trauxe’s death came out in the open to The Canadian Press that Truaxe was a “true genius.” They added:
“We are incredibly saddened by the news of his passing. As the visionary behind Deciem, he positively impacted millions of people around the world with his creativity, brilliance and innovation. This is a profound loss for us all.”
Despite the relationship strains and challenges, Trauxe’s greatest achievement has always been Deciem.