Posts Tagged ‘The Ordinary’


Tuesday, October 9th, 2018

On Monday Deciem founder, Brandon Truaxe, posted a bizarre video entry on the brand’s Instagram account, claiming that the company “will shut down all operations until further notice, which is about two months,”  indicating that members of his team have been embroiled in a “major criminal activity.”  This is just one example of the erratic behavior Truaxe has displayed since February, when he fired brand co-founder, Nicola Kilner (who was subsequently rehired in July).  In April Truaxe fired the brand’s entire U.S. staff and June he announced that Deciem would be leaving Sephora for Ulta (something which was never realized).

Update:  Estée Lauder, who owns a 28% stake in Deciem has just filed an injunction against Truaxe, asking that he be removed from the company and replaced by Kilner as sole CEO.  Truaxe has since posted correspondence from Lauder.

Deciem is known for housing several trendy beauty lines, including The Ordinary, NIOD, Hylamide, Chemistry Brand, Stemm, Fountain, HIF, Ab Crew, and Abnormaly, as well as off-shoots, Loopha, White Rx, Inhibitif, Halftone, Hippooh, and Stencil.  Its lines are vertically integrated and benefit from the sharing of proprietary technology.  As of late Tuesday, nearly all of Deciem’s stores in the US, Canada, UK, Australia, South Korea, and The Netherlands were closed.  Only Mexico City’s three stores and its offices in Toronto, London, Melbourne, and Nottingham currently remain open.

In Truaxe’s post, he accuses a number of high-profile  cosmetics, fashion, and lifestyle, companies, including Estée Lauder  Hyatt, LVMH, David Yurman, Tom Ford, and many others of “financial crimes.”  A spokesperson for Lauder responded, “The Estée Lauder Companies is a minority investor in Deciem and as such we do not control Deciem’s operations, social media or personnel decisions. We are deeply concerned by the material that has recently been posted on social media and will defend our right as a minority investor.”


Thursday, April 12th, 2018
AGE:  25
PHILOSOPHY: Find what works for you, because everyone’s skin is different.
AM BEAUTY ROUTINE:   Wash face with CeraVe Hydrating Facial Cleanser, spot treat with Clean & Clear Persa-Gel 10 Acne Medication, The Ordinary Niacinamide 10% + Zinc 1% (for blemishes), Cetaphil Moisturizing Lotion, Bioré UV Aqua Rich Watery Essence SPF 50.
Makeup:  Maybelline New York Baby Skin Instant Pore Eraser, Maybelline New York Fit Me Shine Free Stick Foundation, Rimmel London Stay Matte Pressed Powder, Covergirl Cheekers blush, e.l.f. Lock on Liner and Brow Cream, Eyeko Skinny Liquid Liner, No7 Intense Volume Mascara.
PM BEAUTY ROUTINE:  Wash face with CeraVe Hydrating Facial Cleanser, spot treat with Mario Badescu Buffering Lotion, Differin Gel, Cetaphil Moisturizing Lotion.
CAN’T LIVE WITHOUT PRODUCT:  Bioré UV Aqua Rich Watery Essence SPF 50; sun protection helps fade old acne spots, and this sunscreen is so light and dries quickly.
CAN’T LIVE WITHOUT COSMETIC:  No7 Intense Volume Mascara
MOST EXPENSIVE PRODUCT:  Mario Badescu Buffering Lotion
BEST BARGAIN PRODUCT:  e.l.f. Lock on Liner and Brow Cream – I love this for filling in my brows
MISC:  I used to believe that I’d just grow out of my acne, which led to me really not taking care of my skin. Now I’ve finally started using sun protection every day and focusing on products that moisturize and nourish, and my skin feels so much happier.


Thursday, February 15th, 2018
AGE:  50
PHILOSOPHY: Scorn trends, they will go away long before you do.
AM BEAUTY ROUTINE:   Goddess Garden Fresh Start Invigorating Cream Cleanser, The Ordinary Buffet Serum, The Ordinary Natural Moisturizing Factors + HA, is clinical Youth Eye Complex, elta MD UV Daily Broad Spectrum SPF 40, eos Lip Balm, Kat von D Lock-it Foundation or Smashbox Camera Ready BB Water SPF 30 or Diorskin Forever Perfect Foundation Broad Spectrum SPF 30, Anastasia Beverly Hills Modern Renaissance Palette or Urban Decay Naked 3 Palette or Dior Garden Pastels palette, Urban Decay Troublemaker Mascara or L’Oréal Paris Voluminous Superstar Mascara or Grande Lash Mascara, Jane Iredale In Touch Cream Blush in Clarity, taste Tarteist PRO Glow Highlight Contour Palette, Sephora Highlighter palette, Buxom Plumpline Lip Liner Crayon or Lime Crime Velvetines Liquid Matte Lipstick or Kat von D Everlasting Liquid Lipstick or Wet n Wild Megalast Liquid Catsuit lipstick, Huda Beauty lip strobe or Buxom Full-On Lip Cream.
CAN’T LIVE WITHOUT PRODUCT:  The Ordinary Buffet Serum
CAN’T LIVE WITHOUT COSMETIC:  Lime Crime Velvetines Liquid Matte Lipstick
MOST EXPENSIVE PRODUCT:  Orogold 24k Caviar & Sea Kelp Mask
BEST BARGAIN PRODUCT:  Wet n Wild Liquid Catsuit
 COMMENTS/ANECDOTES: My grandmother bought me my first makeup and skincare (an Estee Lauder box) when I was 12 and it’s still my favorite Christmas present ever.