Ep 17 – Deciem’s The Ordinary Founder Brandon Truaxe

January 10, 2018

Deciem founder Brandon Truaxe

By popular demand, we bring you Deciem mastermind Brandon Truaxe, who has shaken up the beauty world with his ‘Abnormal Beauty Company’. In this episode, we unravel the origin story behind The Ordinary, which has made headlines far and wide thanks to the skincare line’s high active ingredients at dollar store prices. Brandon walks us through his zig zag trajectory to bad boy fame, starting with his dramatic exit from a high school job, his first career path, and what led him to switch gears entirely before launching Deciem, the parent company of nine spin-off brands (and counting!) that include The Ordinary, NIOD, Hylamide, Fountain and more.

Unplugged and completely unfiltered, Brandon reveals the real deal struggles behind beauty start ups, coming clean on the past companies he walked away from and who his friends and enemies are in business. Find out why Deciem, now earning over $150 million a year, is the apple of every conglomerate’s eye and why it was Estée Lauder they chose to partner with last year. As Deciem begins its American roll out of stand-alone stores this year, Brandon shares the reason that Deciem is entering Sephora and saying buh-bye to its drugstore roots, having shot to number one at Boots with Deciem’s first hit, Hand Chemistry.

And finally, learn which products have been “life-changing” to The Ordinary’s legions of fans, and what they can look forward to in helping to de-code which skincare regimen is right for them (in the meantime, check out this post by Wayne Goss over on Beautylish.) We also got the scoop on two majorrr innovations that we can all look forward to next, one of them practically out of this world, another, a scent unlike anything you’ve ever smelled before.

Products mentioned in this episode: The Ordinary Vitamin C Suspension 23% + HA Spheres 2%; The Ordinary Vitamin C Suspension 30% in Silicone; The Ordinary Hyaluronic Acid 2% + B5; The Chemistry Brand Hand Chemistry; Indeed Labs Nanoblur Instant Skin Blurring Cream

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