{"id":3072,"date":"2018-10-10T00:21:06","date_gmt":"2018-10-10T00:21:06","guid":{"rendered":"http:\/\/www.styledeals.co.uk\/blog\/skincare-brand-deciem-shuts-stores-following-online-post-by-founder\/"},"modified":"2018-10-10T00:21:06","modified_gmt":"2018-10-10T00:21:06","slug":"skincare-brand-deciem-shuts-stores-following-online-post-by-founder","status":"publish","type":"post","link":"https:\/\/www.styledeals.co.uk\/blog\/skincare-brand-deciem-shuts-stores-following-online-post-by-founder\/","title":{"rendered":"Skincare brand Deciem shuts stores following online post by founder"},"content":{"rendered":"\n<div property=\"articleBody\">\n<figure class=\"media-landscape has-caption full-width lead\"><span class=\"image-and-copyright-container\"><\/p>\n<p>                <img loading=\"lazy\" decoding=\"async\" class=\"js-image-replace\" alt=\"Passers in front of the 'Deciem' abnormal beauty company at the north hall of the New Covent Garden Market\" src=\"https:\/\/ichef.bbci.co.uk\/news\/320\/cpsprodpb\/2966\/production\/_103789501_gettyimages-955069456.jpg\" width=\"976\" height=\"549\"\/><span class=\"off-screen\">Image copyright<\/span><br \/>\n                 <span class=\"story-image-copyright\">Getty Images<\/span><\/p>\n<p>            <\/span><figcaption class=\"media-caption\"><span class=\"off-screen\">Image caption<\/span><br \/>\n                <span class=\"media-caption__text\"><br \/>\n                    Passers-by in front of the Deciem in New Covent Garden Market, London<br \/>\n                <\/span><br \/>\n            <\/figcaption><\/figure>\n<p class=\"story-body__introduction\">Toronto-based beauty brand Deciem has temporarily shut its stores following a shock announcement by its founder. <\/p>\n<p><a href=\"https:\/\/www.instagram.com\/p\/Boq-xCIA5fx\/?hl=en&amp;taken-by=deciem\" class=\"story-body__link-external\">Brandon Truaxe said in a video on Instagram that they were closing until further notice citing &#8220;major criminal activity&#8221;<\/a>. He did not give details. <\/p>\n<p>The company produces The Ordinary brand, which has become a global cult hit for its ingredients-focused and affordable skincare options. <\/p>\n<p>It has stores in Canada, the US, the UK, and Australia. <\/p>\n<p>The company website shows many of the stores were closed on Tuesday following Mr Truaxe&#8217;s rambling post on the brand&#8217;s Instagram account about alleged &#8220;financial crimes and much other&#8221;. <\/p>\n<p>The company was founded in Canada in 2013, launching a number of brands including The Ordinary. <\/p>\n<p>In 2017, beauty giant Est\u00e9e Lauder acquired a stake in Deciem, citing its &#8220;consumer-centric focus that is already impacting the world of beauty&#8221;. <\/p>\n<p>In a statement to the BBC, Est\u00e9e Lauder said; &#8220;We are deeply concerned by the material that has recently been posted on social media and will defend our rights as a minority investor.&#8221;<\/p>\n<p>Deciem has seen rapid international expansion and was projected to earn $300m (\u00a3228m) in sales in 2018. <\/p>\n<p>This latest upheaval is not the first disruption for the brand. <\/p>\n<p>Mr Truaxe fired his co-CEO in February, and the Instagram message announcing the temporary shutdown is the latest in a string of controversial online postings by the founder, who took over the social media account earlier this year. <\/p>\n<p>He has used the social platform to publicly sever ties with collaborators, engage sometimes aggressively with online commentators, and other behaviour that has concerned clients.<\/p>\n<\/p><\/div>\n<p><script async defer src=\"https:\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><br \/>\n<br \/>\n<br \/><a href=\"https:\/\/www.bbc.co.uk\/news\/world-us-canada-45806254\">Source<\/a> by <a href=\"\">[author_name]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Image copyright Getty Images Image caption Passers-by in front of the Deciem in New Covent Garden Market, London Toronto-based beauty brand Deciem has temporarily shut its stores following a shock announcement by its founder. Brandon Truaxe said in a video on Instagram that they were closing until further notice citing &#8220;major criminal activity&#8221;. He did &hellip; <\/p>\n","protected":false},"author":0,"featured_media":3073,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/3072","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=3072"}],"version-history":[{"count":0,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/3072\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media\/3073"}],"wp:attachment":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=3072"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=3072"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=3072"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}