After Claiming He’s “Done” With Deciem, Its Founder Posted A Puzzling Video

Photo via @deciem Instagram

It’s still unclear whether or not Brandon Truaxe is leaving the brand

A lot has been happening over at beauty brand Deciem, the parent company of cult favorite and affordable skin-care line The Ordinary, and it all has to do with its founder Brandon Truaxe's erratic public displays of bizarre behavior. From to starting beef with competitor brand Drunk Elephant and ranting in support of Trump to letting go key members of the company (including the entire US team), it’s pretty tough to pinpoint just what is actually going on. Truaxe's latest behavior, though, is quite possibly his most alarming yet.

Just last week, Truaxe posted a series of now-deleted videos, which are documented on The Cut, where he is repeatedly calling for help. In the posts, he appears to be walking away from a man named Jonathan, who The Cut claims is his lawyer, who is recorded saying things like, “I’m trying to help you, Brandon. You need to calm down,” and, “You’ll end up getting killed. I’m trying to help you.” Within the comments of the post, the Deciem account, which is run by Truaxe, posted messages such as “Help me 911” and “This is real.” In a second video, Truaxe, who is visibly upset at this point and appears to have been crouching in bushes, says “Zouk [sic] I’m serious. Please help me,” while posting, “Please call Biggin Hill airport security,” “They have my luggage,” “In the car,” and “911” in the comments.

The next day, Truaxe announced that he’s leaving the company. 

According to emails obtained by Racked, the beauty mogul sent an email to Deciem staffers—as well as his attorneys and executives of Estée Lauder (which owns a minority stake in the company) last Thursday, stating, “I’m done with DECIEM and EVERYTHING. No need to discuss.” When Racked reached out to Truaxe for comment, he responded that everything was “clarified on Instagram.”

However, his posts on Instagram at that time included a photo of a Diesel watch in which he tagged a number of people and companies, including Trump and Mark Zuckerberg, followed by a video of Truaxe in the back of a car, saying, “Hi everyone, I love you, I’m coming—going home.”

Despite the claim that he’s done with his company, he still seems to be running its Instagram account. Just yesterday, he posted a video of himself in front of Trump Tower, commenting on the lack of security, claiming that he’s safe, and stating that he will be going Bhutan the following day. It’s a bit hard to follow as he is speaking extremely fast, but he closes out the video asking his followers to “buy products, please,” mentioning the “quote, unquote bleaching cream,” which refers to an incident from February when he suggested to a customer on Instagram that she should bleach her skin.

So, is he officially leaving to brand? Only time will tell.

Photo by Jesse Grant/Getty Images

Which one, though?

Kim Kardashian is suing fast fashion retailer Missguided, claiming that the brand uses her image to spark interest in and sell its clothing. This lawsuit comes a few days after a theory, that she may be selling her own vintage clothing designs to fast fashion brands so that they can rip them off, made its rounds on the internet.

According to The Hollywood Reporter, Kardashian's attorney Michael Kump writes that "Missguided systematically uses the names and images of Kardashian and other celebrities to advertise and spark interest in its website and clothing." Other celebrities that the brand has tagged on its Instagram include Cardi B and Dua Lipa, along with the other members of the Kardashian-Jenner family.

Kump uses the example of the Yeezy dress that Kim posted to Instagram, which was ripped off by the brand within a couple of hours. "Recently, for example, after Kardashian posted a photo on Instagram of a dress that was made for her... Missguided quickly responded with its own Instagram post... boasting that it would be ripping off the design within 'a few days,'" Kump continues. "Missguided purposefully inserted Kardashian's Instagram username (@KimKardashian) into its post to capitalize on her celebrity status and social media following in promoting the sale of its upcoming product."

Kump also draws attention to the fact that the brand uses Kardashian's name so much that it may lead others to believe that she works with the brand, which, he wants to make clear, she does not: "Missguided's U.S. website has included entire pages that are devoted solely to the sale of clothing inspired by Kardashian, and on which Kardashian's name and likeness are prominently used without her permission to promote the products."

Some are noting that it's suspicious that Kardashian is not suing Fashion Nova, as well, since the brand most recently ripped off a vintage Mugler gown that Kardashian wore. Though it may be harder for Kardashian to make any claims since timestamps have revealed that the dress was made before Kardashian premiered the dress.



Photo by Theo Wargo/Getty Images.

He previously claimed to be a victim of a hate crime

According to reports, actor Jussie Smollett has been arrested by the Chicago Police Department. As CNN outlines, he's facing a felony charge of disorderly conduct for allegedly filing a false report. If found guilty, he could face up to three years in prison.

The Empire star previously claimed that he was the victim of a racist and homophobic hate crime on January 29. He alleged that two masked men attacked him, tied a noose around his neck, poured bleach on him, and yelled, "This is MAGA country!" Brothers Abimbola and Olabinjo Osundairo were eventually arrested and brought in for questioning, during which news broke that one appeared on Empire and the other worked as Smollett's personal trainer. Now, according to both men and reports, it's being said that Smollett paid them to "orchestrate" the attack.

Smollett's attorneys, Todd Pugh and Victor Henderson, have issued a statement regarding their client's defense. "Like any other citizen, Mr. Smollett enjoys the presumption of innocence, particularly when there has been an investigation like this one where information, both true and false, has been repeatedly leaked," they told Deadline. "Given these circumstances, we intend to conduct a thorough investigation and to mount an aggressive defense."

If this is all true, this unfortunate turn of events should in no way take away from the fact that there is an abundant number of racially and sexually motivated attacks happening all of the time. They also still remain vastly underreported, so it's essential to listen to alleged victims, always.