The skincare brand The Ordinary under DECIEM is anything but ordinary. This brand has one of the most extraordinary origin stories in the cosmetic industry due to the founders, Brandon Truaxe and Nicola Kilner. Part 1 covered the origin story of Deciem, the parent company of The Ordinary. This part will discuss Brandon Truaxe and how a significant shift in personality during the winter holidays of 2017 led to a year of both public and private chaos for Deciem, The Ordinary, Estee Lauder, and everyone involved in the brand that loved him. In one year, Brandon would be gone forever. We're getting into all of it right now.
Like this style of video? Check out my Behind the Controversy Playlist - https://www.youtube.com/playlist?list=PLkvMuM8y-gS0QD2AQdoLsSC2khPy6OYcp
*Video Links*
Want to learn more about the origin story of The Ordinary? Here are some great interviews and videos from people who were there.
@TheDiaryOfACEO https://youtu.be/PDg7m489d1M?si=SDcekCfaiN632iWm
@danmurrayserter https://youtu.be/V5CVTJafzGI?si=XREmTExmDZaGQYAV
@tijionesho633 https://youtu.be/RX9nas1Rmb4?si=7Y0OjJ6E-8RX3089
Watch Riyadh's full video here - https://youtu.be/6wjRDfLe5bM
Like this style of video? Check out my Behind the Controversy Playlist - https://www.youtube.com/playlist?list=PLkvMuM8y-gS0QD2AQdoLsSC2khPy6OYcp
*Time Stamps*
0:00 INTRO
2:19 THE TURNING POINT FOR BRANDON TRUAXE
7:15 DOWN THE RABBIT HOLE
16:30 SOCIAL COLLAPSE
39:26 A HOUSE ON FIRE
49:13 WELL…THAT WAS A CHOICE….
56:10 THE SPIRAL
1:05:34 A TURN FOR THE BETTER?
1:14:08 WHY NO ONE DID ANYTHING
1:17:49 THE LAST STRAW
1:30:12 THE FINAL DOWNTURN
1:39:01 WHAT HAPPENED?
1:51:45 AFTER BRANDON
Links
Drunk Elephant - https://tinyurl.com/bdd6c9t8
Deciem Glassdoor Reviews - https://tinyurl.com/26v9ru8x
February 2018
https://tinyurl.com/yc2zk78p
https://tinyurl.com/844fw9xe
https://tinyurl.com/yaxh4cwz
https://tinyurl.com/29fcfhr4
https://tinyurl.com/5n7havct
https://tinyurl.com/2zzjt3zy
https://tinyurl.com/2ab6tmzw
https://tinyurl.com/3v8svac2
https://tinyurl.com/jua7dmv7
ESHO - https://tinyurl.com/mryjmxhb
March 2018 - https://tinyurl.com/4acfek9z
April 2018 - https://tinyurl.com/pvs2e2ry
Leaving Sephora - https://tinyurl.com/22zac9f7
Calls for help - https://tinyurl.com/3b4mypyb
Breaking down Brandon’s open letter - https://tinyurl.com/4wp3kse4
Nicola’s Elle Interview about being fired - https://tinyurl.com/5n8msz7m
Brandon says he is done with Deciem - https://www.racked.com/2018/4/27/17289876/deciem-brandon-truaxe-instagram
Brandon talks to the media April 2018 - https://tinyurl.com/26pux2t9
October 2018
https://tinyurl.com/429hcu87
https://tinyurl.com/6nd4nxdf
https://tinyurl.com/3zz8nf6k
https://tinyurl.com/4255ehfr
https://tinyurl.com/3ueyhtsw
https://tinyurl.com/39386a73
https://tinyurl.com/mwc8wpja
https://tinyurl.com/4y3b9fv5
https://tinyurl.com/23bkc267
https://tinyurl.com/3uduzh6e
https://tinyurl.com/58rhd8rh
Brandon’s death
https://tinyurl.com/4tntmzv7
https://tinyurl.com/44wkyh2w
https://tinyurl.com/3p2uwde8
https://tinyurl.com/5f4uwdk9
Deciem Vimeo - https://vimeo.com/user35476436
After Brandon’s death
https://tinyurl.com/5n6t34we
https://tinyurl.com/ybfsmxkz
https://tinyurl.com/467je7cb
https://tinyurl.com/2hu7js4c
Avestan
https://tinyurl.com/b9j49787
https://tinyurl.com/mr3rhwx3
https://tinyurl.com/ryyuw9xr
Articles
Fashionista - AN EXHAUSTIVE TIMELINE
https://tinyurl.com/54arwwbp
Elle - The Bizarre and Baffling Tale of Dr. Tijion Esho's Short-Lived Deciem Line
https://tinyurl.com/mryjmxhb
Elle - An Extremely Detailed Timeline
https://tinyurl.com/47ksu6we
Glossy - How Deciem’s unusual social media voice built a cult following
https://tinyurl.com/4huknazt
CEW - A Deep Dive into Lauder’s Newest Investment: Deciem
https://tinyurl.com/298x34ys
The Cut - DECIEM CEO Brandon Truaxe Published an Open Letter
https://tinyurl.com/4wp3kse4
Financial Post - The inside story of how Deciem, the Abnormal Beauty Company, lived up to its name
https://tinyurl.com/4fach8sy
An Email Exchange With… Brandon Truaxe, founder of Deciem
https://tinyurl.com/mr2yas6a
Teen Vogue - The Ordinary Apologizes to Drunk Elephant for Social Media Feud
https://tinyurl.com/bdd6c9t8
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