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Brandon Truaxe

Brandon Truaxe (born Ali Roshan; June 19, 1978 – January 20, 2019) was an Iranian-Canadian and entrepreneur best known as the co-founder of Deciem, a Toronto-based company that disrupted the beauty industry with its affordable, clinically formulated skincare products under the brand The Ordinary. Born in , , Truaxe immigrated to in the 1990s and studied at the , where he developed an analytical approach to that later informed his work in . In 2013, he co-founded Deciem—dubbed the "Abnormal Beauty Company"—with Nicola Kilner, whom he met in 2011 while she worked as a beauty buyer at Boots in the UK; the duo aimed to launch 10 innovative beauty brands simultaneously, emphasizing function, design, and authenticity over traditional marketing hype. Under Truaxe's vision, Deciem grew rapidly, particularly with the 2016 launch of The Ordinary, which offered high-efficacy ingredients like , , and at prices under $10, making "luxury" skincare accessible and earning the company over $300 million in annual sales by 2019. The company's success culminated in a 2017 partnership with , which acquired a minority stake and provided crucial funding. Truaxe's leadership style was charismatic yet volatile, marked by quirky social media presence and a hands-on role in crafting the company's unconventional messaging. However, in 2018, his erratic behavior—including bizarre Instagram posts accusing unnamed parties of "financial crimes" and multiple hospitalizations—led to internal chaos, the abrupt closure of Deciem stores, and his ousting as CEO by court order at the behest of Estée Lauder investors; Nicola Kilner was appointed acting CEO, and Truaxe was restrained from contacting the company. Reports indicated Truaxe struggled with mental health challenges, including suspected bipolar disorder, psychotic episodes, and substance use involving methamphetamine and hallucinogens, though he denied a formal mental illness diagnosis during his final hospitalization in the UK weeks before his death. On January 20, 2019, Truaxe died at age 40 after falling from the balcony of his condominium in 's ; police investigated and found no evidence of foul play, leaving the incident classified as either accidental or . His death prompted widespread grief within Deciem, which closed operations for a day in mourning, while Kilner and Estée Lauder executives praised his genius and committed to upholding his legacy of innovative, transparent beauty products. Under Kilner's continued leadership, Deciem stabilized and expanded, projected to reach $300 million in sales that year, solidifying Truaxe's enduring impact on the global skincare market. In 2024, Estée Lauder completed its full acquisition of Deciem, and Kilner stepped down as CEO, further cementing the company's growth under Truaxe's foundational vision.

Early life and education

Family background and immigration

Brandon Truaxe was born Ali Roshan on June 19, 1978, in , Iran. In 1995, at the age of 17, Truaxe immigrated with his family to , , as permanent residents, settling in the city's western suburbs amid a wave of departures from following years of political unrest. His mother later died from , and his father returned to , leaving Truaxe to forge his path independently in his new country. Truaxe later changed his name to Brandon Carrano Truaxe. He explained that his middle name, Carrano, related to someone who facilitated his growing up, while his surname came from an Armenian family that helped him as a child, adopting a Canadian identity that reflected his integration into North American society.

Academic and early influences

Truaxe enrolled at the in the late 1990s to study , a field that captivated him deeply from an early age. He left after his third year in 1999, having immersed himself in the rigorous academic environment known for fostering technical innovation and entrepreneurship. During his university years, Truaxe gained hands-on exposure to scientific research and technological development through key projects and experiences. As a student, he founded a software company, demonstrating his early aptitude for applying computational principles to practical innovations; he sold the venture shortly after leaving university. Additionally, in 1999, he completed an internship at a major cosmetics laboratory in , where he analyzed product formulas for regulatory compliance, providing his first glimpse into the intersection of science, formulation, and industry practices. These opportunities honed his analytical skills and sparked an interest in how technology and chemistry could drive product development, even as he initially identified more as a "computer geek" uninterested in beauty. Following his time at , Truaxe connected with Toronto's emerging tech ecosystem, where his software background facilitated initial professional networks and collaborations in the local startup scene. These early influences built resilience amid the challenges of immigrating from to at age 17, fueling his transition from formal academia to self-directed learning. Drawing on his insights, he began cultivating expertise in and through personal experimentation, studying formulations independently to bridge his technical knowledge with emerging interests in skincare .

Professional career

Initial ventures

Following his departure from the in 1999, where he studied , Brandon Truaxe launched his first entrepreneurial endeavors in the early . He founded Schematte Corporation, a firm, and Organic Senses Ltd., a nutritional supplements company, both based in . These ventures reflected his initial foray into technology and health-related businesses, drawing on his technical background. However, Schematte Corporation was dissolved on September 25, 2008, and Organic Senses Ltd. on an earlier date in 2007, primarily due to failure to comply with federal requirements for filing annual returns. The proceeds from selling Schematte allowed Truaxe to pivot toward the beauty industry, marking a shift from software to consumer products where his programming skills aided in developing innovative formulations. In 2003, he co-founded Euoko Inc., a skincare brand, with partner Julio Alexis Torres Lopez, focusing on scientifically advanced natural treatments. The company received mentorship and from Vancouver-based jeweler Cusano, who became a supporter. Euoko aimed to blend high-end with evidence-based ingredients, but faced operational hurdles including a 2008 employee lawsuit for and challenges in maintaining control after a reverse acquisition that made it publicly traded. Truaxe resigned from Euoko in 2011 amid these strains, effectively ending his involvement as the company was sold. Seeking to address market gaps in accessible skincare, Truaxe launched Indeed Laboratories in 2009, emphasizing affordable, science-driven products like the Nanoblur collection for instant skin blurring effects. This venture targeted everyday consumers with transparent, effective formulations, contrasting the premium positioning of Euoko. Despite initial promise, Indeed Labs encountered financial pressures and market entry barriers in the competitive sector, leading Truaxe to depart acrimoniously in 2011 under a non-compete agreement that restricted his activities for a period. These early experiences highlighted persistent challenges such as funding shortages, issues, and the difficulties of scaling innovative ideas in a nascent pivot from to beauty.

Founding and leading DECIEM

Brandon Truaxe incorporated DECIEM Beauty Group Inc. in , , on June 12, 2013, positioning the company as an umbrella for multiple brands that launched publicly the same year. Drawing from frustrations encountered during a co-op placement at a skincare , where he observed a lack of genuine and in the , Truaxe envisioned DECIEM as a disruptor focused on honest , sensible , and an "abnormal beauty" philosophy that challenged traditional beauty standards and hype-driven marketing. This approach prioritized functional, science-backed products accessible to consumers regardless of budget, setting DECIEM apart as a multi-brand house dedicated to authenticity over glamour. To build the foundation, Truaxe assembled a core early team that included co-founder and co-CEO Nicola Kilner, a close collaborator from the company's , as well as specialized hires like lead Prudvi , who brought expertise from pharmaceuticals and rather than the beauty sector. The venture was initially self-funded through , allowing Truaxe full creative control without reliance on external investors in the early stages. Truaxe maintained a deeply hands-on role, particularly in , where he worked directly in DECIEM's in-house lab to develop clinical-grade formulations emphasizing proven and material over promotional exaggeration. This involvement extended to recruiting biochemists and material chemists for the team, ensuring the focus remained on innovative, high-performance creations that aligned with his vision of transparent, abnormal beauty.

DECIEM's development

Product innovation and brands

Under Brandon Truaxe's direction, DECIEM rapidly expanded its portfolio to over ten beauty brands by 2016, emphasizing scientific formulations and transparency in skincare. This approach stemmed from Truaxe's vision to democratize access to high-efficacy ingredients, drawing on his background in product development to guide efforts. A cornerstone of this innovation was the launch of The Ordinary in August 2016, DECIEM's eleventh brand, which debuted with 27 affordable, ingredient-focused skincare products priced under $10 each. The line prioritized clinical actives like niacinamide for oil control and brightening, for hydration, and retinoids for anti-aging, presented in minimalist, no-frills dropper bottles that highlighted purity over luxury packaging. This strategy disrupted traditional beauty norms by listing full ingredient concentrations on labels, allowing consumers to build targeted regimens without hype or fillers. Complementing The Ordinary, brands like Hylamide and NIOD targeted niche skin concerns with advanced, multifunctional formulations. Hylamide offered mid-tier serums and treatments, such as multi-peptide complexes for firmness, bridging everyday efficacy and complexity. NIOD, standing for Non-Invasive Options in Dermal , focused on cutting-edge technologies like peptides for repair and environmental protectants, appealing to users seeking research-backed solutions for specific issues like pigmentation or barrier damage. These brands exemplified DECIEM's commitment to layered innovation, where products were designed for compatibility across lines to address multifaceted skin needs. DECIEM's product efficacy earned recognition, including the Luxury Briefing Award for in in 2017, which highlighted the brands' transparent, results-driven approach. This accolade underscored how Truaxe's formulations, grounded in accessible science, elevated ingredient transparency as a standard in the industry.

Business growth and partnerships

Under Brandon Truaxe's leadership, DECIEM pursued aggressive expansion, targeting $300 million in annual revenue by 2019 through broadened global reach via retail partnerships and online sales. A pivotal moment came in June 2017 when acquired a 29% minority stake in DECIEM, infusing capital to fuel operational scaling and international growth. DECIEM enhanced its market presence in North America and Europe by forging key retail alliances, notably launching The Ordinary line with Sephora in late 2017 for online and in-store distribution across the U.S. and Canada. To accommodate surging demand, the company significantly grew its internal infrastructure, expanding its workforce to nearly 900 employees worldwide and operationalizing new manufacturing facilities and warehouses in Toronto by 2018.

Controversies

Erratic leadership and personal struggles

In 2018, Brandon Truaxe exhibited increasingly erratic behavior as CEO of DECIEM, culminating in a series of public outbursts on social media that alarmed employees and investors. He posted rants on Instagram accusing unnamed parties of corporate corruption and, from a London hotel room, posted videos stating he was in trouble and needed help, behaviors described by court documents as indicative of a severe mental health crisis. In June 2018, he claimed he had been pushed into Lake Ontario on his birthday, requiring rescue by police and paramedics, though this is disputed. On October 9, 2018, Truaxe hijacked DECIEM's official Instagram account to announce the immediate shutdown of all company operations, directing staff to close stores and cease work until further notice, a move that paralyzed the business overnight. Reports from that period detailed Truaxe's alleged substance use as a contributing factor to his instability. He admitted to using psychedelic mushrooms regularly since childhood, sometimes on a daily basis, and to experimenting with crystal meth four times during a 2018 trip to the , where discovered traces of both substances in his hotel room. These admissions emerged in and interviews, with Truaxe reportedly offering mushrooms to colleagues, including co-CEO Nicola Kilner, during business travel. Truaxe's personal struggles with were exacerbated by the pressures of leading a rapidly growing company. He was hospitalized three times in 2018—twice in and once in —following psychotic episodes, and received a diagnosis of presumptive after an incident involving delusional claims on a military parade ground. Medical assessments linked his to drug use, though Truaxe publicly denied any mental illness in interviews, attributing his actions to external business stresses. This turmoil profoundly affected DECIEM's internal culture, fostering employee distress and high turnover. Truaxe's pattern of abruptly firing and rehiring executives, including multiple instances with Kilner and the resignation of CFO Stephen Kaplan, created an atmosphere of uncertainty and fear, with staff reporting verbal berating and a "poisonous" work environment in prior lawsuits. In April 2018, he dismissed the entire U.S. corporate team via email, citing performance issues amid accusations of bullying, which intensified staff anxiety and led to widespread resignations. Internal memos, such as the Thanksgiving 2018 shutdown email threatening termination for non-compliance and cryptic all-staff messages filled with wordplay, further eroded morale and operational stability.

Corporate ousting and investigations

In October 2018, following a series of erratic public statements by Brandon Truaxe, an judge removed him as co-CEO and board member of DECIEM, granting an sought by minority investor Inc. The court appointed co-founder Nicola Kilner as acting CEO to oversee operations amid the turmoil. Subsequently, on October 19, 2018, the same court issued a against Truaxe at Estée Lauder's request, prohibiting him from contacting DECIEM employees, entering company or Estée Lauder offices, or making public statements about the company; the order required him to maintain a distance of at least 300 meters from Kilner's residence and other key personnel. This measure followed Truaxe's email to employees warning of potential harm, which heightened concerns from investors. As part of the , the court authorized the appointment of to conduct an independent investigation into Truaxe's allegations of financial crimes and mismanagement at DECIEM, including claims of and other irregularities raised in his public announcements. The ousting triggered widespread media coverage of DECIEM's instability, particularly after Truaxe's October 9 Instagram announcement threatening an immediate shutdown of operations, which led to investor interventions by Estée Lauder to reassure stakeholders and prevent a collapse of the company's retail and supply chains. Outlets such as and reported on the crisis, highlighting Estée Lauder's role in stabilizing the brand through legal actions and operational oversight.

Death and aftermath

Circumstances of death

Brandon Truaxe died on January 20, 2019, at the age of 40, after falling from the 32nd floor of his condominium at 33 Mill Street in 's . police responded to the incident around 1:30 p.m. that , classifying it as a possible with no evidence of foul play or criminal involvement, and the investigation proceeded as non-suspicious. The death was confirmed to Deciem staff via an internal email from acting CEO Nicola Kilner, who stated, "Brandon has passed away over the weekend. Heartbroken doesn’t come close..." No was reported, and an official was not publicly disclosed at the time, though statements pointed to an intentional act. Media reports noted speculation on whether the fall was accidental or deliberate, with Truaxe's boyfriend and Deciem employee Riyadh Sweedan telling the , "I don’t think he jumped. I think he fell." In the months leading up to his death, Truaxe had been undergoing treatment following multiple hospitalizations in 2018, including instances in the and for issues related to a presumptive diagnosis and substance use involving crystal and psilocybin mushrooms. These challenges were connected to his prior personal struggles, which had intensified after his ousting from Deciem. Following his removal as CEO in October 2018 amid erratic behavior, a barred him from accessing company stores, employees, and offices.

Legacy and company impact

Following Brandon Truaxe's removal as CEO in late 2018, which marked a turning point toward operational stability, DECIEM experienced robust growth under acting CEO Nicola Kilner, culminating in Estée Lauder's increase of its ownership to a majority stake in 2021 at an enterprise valuation of $2.2 billion. In June 2024, Estée Lauder completed its full acquisition of the company for an additional $860 million in cash, bringing its total net investment to approximately $1.7 billion and solidifying DECIEM's position as a key asset in the prestige beauty portfolio. Under this structure, The Ordinary has evolved into a high-growth brand with annual net sales between $500 million and $1 billion, contributing the majority of DECIEM's revenue through its accessible product lines sold in over 35 global stores and online platforms. Truaxe's vision profoundly influenced the beauty industry by popularizing affordable, science-backed skincare that prioritized efficacy over luxury marketing, disrupting traditional norms dominated by high-priced, opaque formulations. DECIEM's approach, exemplified by The Ordinary's low-cost serums like the $5.90 niacinamide and blend, compelled competitors such as L’Oréal and Glossier to adopt greater ingredient transparency and competitive pricing, fostering a broader shift toward democratized access to effective treatments. This innovation not only generated $330 million in sales for DECIEM by 2019 but also reshaped consumer expectations, making clinical-grade skincare available to a wider demographic beyond elite markets. Posthumous tributes highlighted Truaxe's genius alongside his personal struggles, with DECIEM employees and executives reflecting on his innovative spirit amid acknowledged flaws like erratic behavior. Nicola Kilner, who assumed leadership after his death, described him as a visionary whose passion endured in the company's culture, while a store honored him with a blue butterfly display symbolizing transformation. Media analyses, including pieces on in , critiqued the sensational coverage of Truaxe's hospitalizations and public pleas for help—such as his 2018 post urging followers to call emergency services—as exploitative, advocating instead for empathetic discussions on the pressures facing founders with or substance issues. Despite controversies, Truaxe's personal legacy endures through his advocacy for radical transparency in , which challenged the beauty sector's longstanding secrecy around ingredients and pricing. By listing exact concentrations on labels—like " 2% + B5"—and rejecting hierarchical corporate structures, he inspired DECIEM's multi-brand ecosystem and influenced a wave of brands to prioritize authenticity over hype. This commitment, though sometimes leading to public backlash from unfiltered communications, ultimately empowered consumers and set a benchmark for ethical innovation in the industry. Truaxe's influence persists personally as well; in 2025, his partner Riyadh Swedaan launched Tursian, a skincare brand drawing from Truaxe's innovative .

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