Beauty Brand in Turmoil: Founder’s Shocking Claims Lead to Store Closures

  • Deciem has closed all stores until 2019 following a controversial Instagram post.
  • Founder Brandon Truaxe alleged major criminal activity involving almost everyone at Deciem.
  • The brand’s website is temporarily shut down, displaying a plain red screen.
  • Estée Lauder, a minority investor, expressed deep concern over the social media posts.
  • Truaxe has a history of controversial social media behavior since taking control in 2018.

Deciem, the beauty brand known for its popular The Ordinary line, has announced the closure of all its stores until 2019. This drastic decision follows a bizarre Instagram post from the company’s founder, Brandon Truaxe, who claimed that ‘almost everyone at Deciem has been involved in a major criminal activity.’ The post, described as incoherent, also tagged high-profile figures like Donald Trump and Mark Zuckerberg, and was labeled as the ‘final post of Deciem.’ nnIn addition to the store closures, Deciem’s website is currently offline, showing only a plain red screen. The company, which was founded in 2013 and has locations in the UK, Canada, the US, and Australia, was projected to generate $300 million in sales for 2018. nnEstée Lauder, which acquired a stake in Deciem in 2017, has voiced its concern regarding the troubling content shared on social media, stating that they will defend their rights as a minority investor. This incident is not the first of its kind for Truaxe, who has previously made headlines for controversial posts, including firing employees publicly and sharing disturbing images. The future of Deciem remains uncertain as it navigates this crisis.

Factuality Level: 7
Factuality Justification: The article provides accurate and objective information about the closure of Deciem stores, the founder’s Instagram post, and the involvement of Estée Lauder as a minority investor. However, it does not provide details on the specific criminal activity allegations or the impact on sales projections.
Noise Level: 6
Noise Justification: The article contains some irrelevant and misleading information, such as the mention of Donald Trump and Mark Zuckerberg being tagged in the Instagram post. It also includes repetitive information about Truaxe’s past controversial posts. However, it provides relevant details about Deciem’s closure and its connection to Estée Lauder.
Financial Relevance: Yes
Financial Markets Impacted: Deciem, Estée Lauder
Financial Rating Justification: The article discusses Deciem’s closure of stores and the impact on its financial performance, as well as mentioning Estée Lauder’s stake in the company. This affects both companies’ financial markets.
Presence Of Extreme Event: a
Nature Of Extreme Event: Financial Crisis
Impact Rating Of The Extreme Event: Minor
Extreme Rating Justification: Although Deciem’s founder made a controversial post, the situation seems to be more of a financial crisis rather than an extreme event. The impact is rated as minor due to no reported deaths or injuries and limited damage to infrastructure.

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