Update: Deciem founder Brandon Truaxe clears up US office rumours

The parent company of the cult skin care brand The Ordinary has rapidly become a household name

Deciem founder Brandon Truaxe has confirmed that the brand’s ‘entire US office’ has not been fired.

The story circulated after Very Good Light reported that the CEO-turned-Worker fired the US office as he “didn’t need them any longer”.

However, Truaxe told Cosmetics Business that the allegations were false.

”Our loving Human Resources Director, Neha, who manages the many needs of our almost 700 loving employees, not I @btruaxe [Brandon Truaxe], terminated two members of our team in the United States last month because we don’t yet have a need for a dedicated US PR team in addition to our current one managed by our peacefully-loving @dionnelois who has been with us since we started about five years ago,” he shared with Cosmetics Business via Instagram.

“These two members of our team were hired directly by our ex Co-CEO a couple of months before.

“We have much respect for these two loving and lovely girls and told both of them that, once we do organize a US-based PR team in the near future, we will offer them to join us again.

“They were both offered significant notice payments despite neither US laws nor their contracts with us requiring us to issue such payments.

“Our ‘entire US team’ minus these two individuals are happily running our fast-growing US business.”

The news comes as Truaxe has claimed the spotlight in recent days due to a number of eyebrow-raising Instagram posts.

Last week Truaxe posted about an allegedly racist incident he and a colleague encountered at the Ham Yard Hotel in London, UK.

He claims to have backed the post with $100,000 to promote the image and caption via Facebook and Instagram.


Meanwhile, yesterday, he shared his disappointment with a Sunday Times profile of him two years ago with Deciem’s 363,000 Instagram followers.

Truaxe called the article “hideous” and said the publication “should fire the sloppy, careless editor”. He tagged Dionne Lois Cullen, Deciem Communications & PR Director, urging her to never work with the Sunday Times again.


He also came to blows with social media users for singling out a consumer who disagreed with an image of a homeless man being used to promote a new store.

Some social media users praise Truaxe’s transparency and ‘authenticity’, while others have claimed to stop supporting the brand.

Truaxe issued via Instagram an apology for the now deleted post detailing the altercation with the user.

“Thank you everyone for your guidance,” he wrote. “I did not intend to attack or humiliate anyone.

“I was defending the attack against us for the original peaceful and loving post. I will now delete the post out of loving respect for you.

“The original post still has my words of peace if you ever wish to read them. I’m sorry I could not convey our message well.”