What the eff am I going to do without my daily fix of Deciem, The Ordinary, Hyaluronic Acid 2% + B5?!! It smooths my crow\u2019s feet into oblivion, softens the texture of my skin and truly erases years off my face. Seriously, people! This is a problem. I have one bottle left and the founder of the Canadian beauty brand, Brandon Truaxe has just announced he\u2019s closing all of his stores and halting production on all beauty products. Immediately.<\/p>\n
With over approximately, 30 stores across North America, Mexico, the Netherlands and the U.K., that\u2019s a whole lot of people going without their favourite skincare items. And to be perfectly transparent, it seems as though the company was doing better than good. In fact, Deciem is\/was projected to earn $300 million in sales in 2018. Last summer, Est\u00e9e Lauder made a\u00a0minority investment\u00a0at 28 per cent.\u00a0Not bad for a homegrown brand that only sprouted up five years ago. So really, there\u2019s no definitive reason why it\u2019s shuttering its global presence now.<\/p>\n
Except that, in pure speculation, their founder needs a little time out. The Ordinary Beauty Company has been living up to its \u201cAbnormal\u201d tagline lately with very public firings, bizarre Instagram posts (complete with piles of garbage and dead animals), and aggressive declarations followed by contrite apologies and charitable donations to competitor Drunk Elephant\u2019s cause, the International Elephant Foundation. All by the brand\u2019s CEO, who has also recently stripped himself of his title and replaced it with \u201cWorker.\u201d The erratic behaviour has left beauty insiders and loyalists befuddled and quite possibly typing in www.well.ca<\/a> and www.sephora.com<\/a> at super sonic speed, because you can still nab Deciem\u2019s low priced, must-have items on their sites. At least for now.<\/p>\n","protected":false},"excerpt":{"rendered":" What the eff am I going to do without my daily fix of Deciem, The Ordinary, Hyaluronic Acid 2% + B5?!! It smooths my crow\u2019s feet into oblivion, softens the texture of my skin and truly erases years off my face. Seriously, people! This is a problem. I have one bottle left and the founder […]<\/p>\n","protected":false},"author":84351,"featured_media":114742,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64585],"tags":[82206,83292],"class_list":["post-114741","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty","tag-deciem","tag-top-story"],"acf":[],"yoast_head":"\n