Deciem is one of the most popular beauty companies right now, and they have been making waves with their inexpensive skincare line, The Ordinary.
The company produces several other product lines, such as NIOD and Hylamide, but The Ordinary is the line in the spotlight right now. The Ordinary consists of effective formulas that sell for less than $15. Because of the line’s popularity, and the company’s tremendous growth, Deciem has opened a number of stores. The company has even been linked with brands such as Estee Lauder and Sephora.
Recently, however, The Ordinary’s effectiveness has been overshadowed by Deciem’s CEO’s strange and problematic behavior. After taking over the company’s Instagram account, founder Brandon Truaxe has been posting directly and replying to comments under the posts. Since taking over the account, he has launched a new product, blamed himself for the poor sales of a sub-brand, relinquished his CEO position, and he has publicly told a black girl to fix her skin.
Fans of the brand and other relevant parties have been voicing their concern over Truaxe’s behavior, especially in the comment section of his recent Instagram posts. One user asked if he was doing okay, to which Truaxe replied (through the company’s Instagram account):
“Yes, but you don’t seem so well. Please use Modulating Glucosides when it’s out. Goodbye.”
The product mentioned is allegedly a skin bleaching serum, which is listed as ‘coming soon’ on NIOD’s website. (Ascorbyl glucoside is proven to inhibit the synthesis of melanin, thus making it an effective skin lightener. It prevents the production of melanin and reduces the amount of pre-existing melanin. Therefore, it is reasonable to assume that the product called “Modulating Glucosides” contains skin-lightening properties. In fact, another product launched by The Ordinary is titled ‘Ascorbyl Glucoside Solution 12%,’ and it is described by Cult Beauty as a ‘skin brightener’. The Ordinary’s webpage also describes the ‘Ascorbyl Glucoside Solution 12%’ as a ‘skin brightener.’)
You can clearly see how this can be problematic in this society: A founder of a beauty company should not be criticising someone’s skin tone so rudely.
After such positive reviews surrounding the company and the brand, it is incredibly disheartening to see the founder behave this way. Truaxe needs to be called out on his problematic behavior and he needs to learn that not having perfect skin does not mean you are not ‘well.’
Update: A representative for DECIM has responded saying the product is used to treat inflammatory skin. DECIEM confirms that Modulating Glucosides will not contain Ascorbyl Glucosides. No ingredient information has been released for this product so it’s unclear where this confusion has come from.
