Update: After minority shareholder Estee Lauder took legal action against the abrupt shutting down of the company, things have taken a different turn. CEO Brandon Truaxe has been booted from his post and has been replaced by co-CEO Nicola Kilner. Deciem stores in New York and London have also reportedly opened again.
It looks like all the Deciem drama is about to come to a conclusion, albeit a confusing one. Founder Brandon Truaxe announced on Instagram that the company will be shutting down until further notice. Although it was not stated clearly, Truaxe heavily implied that it's because the majority of the people in Deciem was involved in a "major criminal activity." The video post was accompanied by an equally confusing caption which threatens that "everyone who laughed" at Truaxe "will with certainty face criminal prosecution." He mentioned some notable personalities and beauty brands like Tom Ford, Estée Lauder and IT Cosmetics, among others.
Staying true to their moniker as "the abnormal company", Deciem's farewell is bizarre and so was the majority of their social media content since Truaxe took over eight months ago. From humiliating public firings to strange calls for help, at times Deciem's Instagram posts seemed to be juicier than the latest episode of Keeping Up With The Kardashians. And the recent baffling post seems to be the start of its last season.
Dramatics aside, Deciem and its brands, especially the cult-favourite The Ordinary, is revered for its no-nonsense skincare that's effective and affordable — something that's groundbreaking in a market dominated by products with a hefty price tag. But now that Deciem will be out of the picture for who knows how long, it's time to find alternatives. For your reference, here are some skincare products that can substitute bestselling items from The Ordinary.