The no-nonsense philosophy of Deciem as a brand seems to have rooted in Truaxe's perception of his own role in the company. As quoted in a now-deleted Instagram post, he dropped the 'CEO' title and mentioned that he preferred to be labelled generically as a 'worker'. He elaborates by saying, "Responsible people don't need CEOs...and I've never liked any of my bosses in my life so I don't want to be a boss, I want to be a friend. I want people to be my friend and not my employee." And as if to prove a point, if you go to the Deciem website and want to find out more about the employees, you can see that they are arranged randomly. Choosing the 'Display in order of importance' option will lead you to a photo of a monkey with the words, "Oh hello. I am very important and high up the corporate ladder."
Without a doubt, it was refreshing to see a booming beauty company with a grounded and hands-on person at its helm. Just like the brand, which aims to make skincare more accessible and straightforward, we get to see Truaxe at the top of most of the company's operations, even handling its social media presence, as a show of a direct relationship between company and consumer.
However, on the downside, such directness and decentralisation in an organisation is prone to a lot of pitfalls — Deciem's own story attests to this — because it is difficult to run a system without a stronghold on authority and leadership. Glassdoor reviews and employee testimonies of the company also became a spectacle, with former workers stepping up to claim that Truaxe's leadership was downright aggressive and has resulted to very serious allegations of abuse of power about the management, an antithesis of the very thing he was claiming to be.
As the story progressed, the allegations came and went, more controversies bloomed and it seemed to have been endless at the time. But looking back now, the series of events surrounding the brand makes for a great case study on the importance of communication within and outside a company. Such scenarios showcased that a company should ensure a two-way exchange not just with its consumers but also its own employees. That the value of the company is not just reliant on its name or a select few but in every single person who takes part in realising its vision.