Estee Lauder Sues Deciem Founder Due To This Instagram Post
Deciem's founder Brandon Truaxe posted this video saying 'we will shut down all operations until further notice.'
Deciem's website, a blank red screen on October 11th.
10.11.18
The Estée Lauder Cos. has filed an injunction against Deciem's founder Brandon Truaxe after he posted a strange video on Instagram -- see it below.
Truaxe says in the clip "we will shut down all operations until further notice...about two months." He listed his location as the White House while filming the video, from a car, it seems -- but reports say he probably used geo-tagging to post a location without really being there.
Deciem's website currently features a blank red screen, shown in the third image in the slider above.
Next, Truaxe posted a letter from Estée Lauder's lawyer Mark Gelowitz, which says the company is commencing injunction proceedings in the Ontario Superior Court of Justice -- see part of the letter in Truaxe's post above, in the second photo in the slider.
The Estée Lauder Cos. owns a 28% stake in Deciem since 2017. Deciem's popular skincare brand, The Ordinary, which sells luxe serums at low prices, is shown above on the shelves of Galleries Lafayette in Paris.
After Truaxe's video below, Deciem stores closed -- but some of its brands, including The Ordinary, can still be purchased on their websites.
WWD reports that the Deciem stores in New York City that were closed featured a sign that read, “Please Don’t Get Mad. We are currently closed for an unforeseen concern.” And, The Ordinary shop in SoHo was locked with a metal chain Wednesday.
This isn't the first time Truaxe has been in the news for strange behavior -- see these past headlines reported by the Racked.
