Deciem founder Brandon Truaxe accused of 'Trump-style social' and 'bullying consumers'

By Sarah Parsons | Published: 4-Apr-2018
Skin Care Marketing

The comments come after he singled out, via Instagram, a consumer who disagreed with the brand using an image of a homeless person 'to promote a new store'

You need to be a subscriber to read this article.
Click here to find out more.
Deciem founder Brandon Truaxe accused of 'Trump-style social' and 'bullying consumers'
Deciem in Seoul, South Korea

Deciem in Seoul, South Korea

Deciem founder Brandon Truaxe has been accused by Instagram users for ‘singling out’ and ‘bullying’ one consumer for criticising a post shared via the brand’s official account.

The post depicts what appears to be a homeless man reading a book in front of a Deciem store.

The image caption

Not yet a Subscriber?

This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.

Subscribe now Already a subscriber? Sign in here.
See more

You may also like

Body Care
Shark, Makeup by Mario and Dcypher crowned Pure Beauty Awards 2026 winners

Shark, Makeup by Mario and Dcypher crowned Pure Beauty Awards 2026 winners

Read more
Dcypher, Jo Malone London, Sculpted by Aimee, Makeup by Mario and Shark are among the beauty brands crowned the best in the business across 21 categories at the Pure Beauty Awards 2026, which took place at London’s Grosvenor House in the UK

Trending Articles

  1. E.l.f. Beauty leaks CEO Tarang Amin’s number in marketing stunt The beauty giant is giving customers a direct line to its CEO via the ‘Dial 0 for Zero Distance’ campaign, where they can tell Amin what causes matter most to them and where e.l.f. Beauty can make a bigger impact
  2. You need to be a subscriber to read this article.
    Click here to find out more.
    Maybelline New York updates its 35-year-old ‘Maybe she’s born with it’ tagline The L’Oréal-owned make-up brand has revamped its famous tagline, which first debuted in 1991, to reflect the brand’s “next chapter” and how women see beauty today. Sandrine Jolly, Global Brand President of Maybelline New York, reveals the new tagline and campaign with Miley Cyrus below
  3. Estée Lauder unveils ‘breakthrough’ platform to accelerate skin science and longevity innovations Estée Lauder Companies’ new Mastering Skin Longevity platform claims to look beyond the study of individual hallmarks of ageing by placing the focus on the ‘master regulators of skin longevity’, helping to advance skin science for brands The Ordinary, Clinique, La Mer and Dr.Jart+
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Influencer Stella Tzortzi on building a brand inspired by Mediterranean hair oiling rituals Influencer Stella Tzortzi built Cee Cee from scratch. Now, the content creator is ready for the world to try her culturally-driven, natural hair care inspired by Mediterranean hair oiling rituals passed down from generation to generation
  5. Ulta Beauty unveils star-studded holiday campaign with Selena Gomez and Tate McRae Ulta Beauty’s 2026 festive campaign has arrived, featuring a star studded cast including beauty brand founders Selena Gomez, Tate McRae and Tracee Ellis Ross,

Upcoming event

Hair Care Trends for 2027

3 December and 10 December 2026 | Virtual See all

You may also like

Body Care
Shark, Makeup by Mario and Dcypher crowned Pure Beauty Awards 2026 winners

Shark, Makeup by Mario and Dcypher crowned Pure Beauty Awards 2026 winners

Dcypher, Jo Malone London, Sculpted by Aimee, Makeup by Mario and Shark are among the beauty brands crowned the best in the business across 21 categories at the Pure Beauty Awards 2026, which took place at London’s Grosvenor House in the UK
Fragrance
Estée Lauder Companies on helping acquired ‘indie’ brands thrive as The Ordinary nears $1 billion sales

Estée Lauder Companies on helping acquired ‘indie’ brands thrive as The Ordinary nears $1 billion sales

Estée Lauder Companies’ CEO Stéphane de la Faverie has discussed how a new model under the beauty giant’s ‘Beauty Reimagined’ turnaround efforts has helped fuel the growth of brands such as The Ordinary and Kilian Paris
You need to be a subscriber to read this article.
Click here to find out more.
Retail
The Ordinary celebrates London Pride 2026 with in-store ‘moments’

The Ordinary celebrates London Pride 2026 with in-store ‘moments’

Local activations of parent company Deciem’s ‘Pride is Still Here’ campaign will take place at The Ordinary’s stores in London, UK, for Pride 2026 this weekend, celebrating the 2SLGBTQIA+ community
You need to be a subscriber to read this article.
Click here to find out more.
Marketing
Deciem launches Pride campaign highlighting ‘everyday’ moments of 2SLGBTQIA+ love

Deciem launches Pride campaign highlighting ‘everyday’ moments of 2SLGBTQIA+ love

The new campaign from the parent company of The Ordinary serves as an antithesis to ‘rainbow capitalism’, focusing instead on supporting the 2SLGBTQIA+ community year-round
You need to be a subscriber to read this article.
Click here to find out more.
Skin Care
The Ordinary spotlights New York City transit problem with free bus shuttle service

The Ordinary spotlights New York City transit problem with free bus shuttle service

The skin care brand’s latest stunt aims to provide a ‘solution’ to a New York City transportation pain point, running a free express shuttle from Williamsburg’s Domino Park to Prospect Park in Brooklyn to cut the usual commuting time in half
You need to be a subscriber to read this article.
Click here to find out more.
Retail
The Ordinary takes swipe at ‘overinflated language’ used to sell beauty via global pop-up

The Ordinary takes swipe at ‘overinflated language’ used to sell beauty via global pop-up

The Ordinary’s grocery store experience, taking place in six cities globally, claims to reveal the ‘buzzwords and tactics’ brands use to justify inflated prices, stating: ‘if beauty mark-ups were applied to everyday groceries, we would never stand for it’
You need to be a subscriber to read this article.
Click here to find out more.
Fragrance
The beauty industry’s most impactful moments from the past 25 years

The beauty industry’s most impactful moments from the past 25 years

In honour of the Pure Beauty Awards turning 25 this year, CB reflects on the most important moments in beauty over the past two-and-a-half decades, and what this means for the future of the industry
Subscribe now