Deciem’s Founder Says The Brand Is Shutting Down

Photo via @deciem Instagram

Looks like the months-long drama just came to a head

It’s been a rough year for Deciem, the parent company of favorited skin-care brand The Ordinary.

Ever since the brand’s founder, Brandon Truaxe, gained control of the company Instagram account, he’s been very publicly driving it into the ground. From starting beef with other skin-care brands and praising Donald Trump to posting alarming videos begging for help, it’s not clear what has been going on, both with him and the company. What we do know is that Truaxe was claiming that there were some “wrongdoings” by company shareholders. Now, it seems like whatever has been going on has finally come to a head.

In Truaxe’s latest head-scratching Instagram post, the founder announced that the brand is temporarily shutting down.“This is the final post of Deciem,” he says to the camera. “We will shut down all operations until further notice.” He later stated, “Almost everyone at Deciem has been involved in a major criminal activity, which includes financial crimes.”

Things then took an even more alarming turn. “You have no idea what a soldier I’ve been. For more than 13 years, I have been made fun of—as a porn actor and as a f***ing drug dealer and everything. For 13 years. It’s all ending now.”

The message was posted along with a pretty confusing—and threatening—caption. “Every one of you who has been laughing at me will with certainty face criminal prosecution,” he wrote, naming quite a long list of people, including Tom Ford, George Clooney, and Brad Pitt.

Check out Truaxe’s post, below.

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.