We are deeply saddened by the untimely passing of Brandon Truaxe, founder of Deciem and The Ordinary. We sat down with Brandon in January of 2018 - when he was at the top of his game, making headlines and mystifying the competition- and we are re-releasing this episode as a tribute to his creative genius within the beauty industry and beyond. As evidenced in this episode, Brandon was funny, brilliant and sensitive, and he will be missed. Brandon’s genius was that he was radically transparent and it earned him a lot of respect and trust with beauty consumers. When The Ordinary launched in 2016, never before had such incredible formulations, centred around hero ingredients like vitamin C and retinol, been delivered in chic, no-frills packaging at rock-bottom prices. When we asked him about this blockbuster, budget-friendly creation de-throning prestige skincare 10 times its price, he said: “There’s nothing luxurious about being taken for an idiot.” The products clearly resonated - some launches had 25,000 + people on the waitlist
In a word, Brandon was an innovator. He had a passion for the beauty industry that was truly one of a kind. I mean, even the tagline for Deciem is “The Abnormal Beauty Company” - evidence that he never took himself too seriously. This mix of innovation and cheeky sense of humour that informed everything he did endeared him to legions of beauty fans. We thank you for listening. Rest in Peace, Brandon.