The Ordinary creator Brandon Truaxe dies aged 40

The founder of skincare company Deciem and brain behind The Ordinary Brandon Truaxe has died at 40.

Brandon Truaxe, founder Canadian skincare company Deciem, has passed away, it has been confirmed by the brand he founded. Truaxe earned a reputation for revolutionizing the skincare industry, particularly through the cult label The Ordinary. Hailed as luxury skincare with the bare bones of a price-tag, beauty lovers everywhere - including celebrities like Kim Kardashian - rushed to add the products to their regimen. The idea was quality skincare without the added extras that usually add to the price, from packaging to fragrance. The reception was overwhelmingly positive.

But last year, trouble seemed to begin to brew. Truaxe entered the gossip columns by his publically bizarre behaviour online which eventually led to him parting ways with Deciem last October, after posting a string of offbeat rants on social media.

However, the brand has led the charge with tributes to the man who Estée Lauder, a minority investor of the company, called, "a true genius."


Estée Lauder said, "As the visionary behind Deciem, he positively impacted millions of people around the world with his creativity, brilliance and innovation."

It is not yet known the reason for his death. What is known, though, is that his legacy will most certainly live on.

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