The Ordinary may only be launched in 2013, but they have been well-loved by fans for their effective and affordable products. In fact, it’s common to hear about The Ordinary’s instantly sold-out beauty products and the long waiting list that comes after the products get out of stock.
However, the reputation of the company behind the cult favourite brand, Deciem, isn’t as stellar. For a long time, there has been appearance of internal difficulties, publicly aired by founder Brandon Truaxe.
Despite the drama, we probably didn’t expect Truaxe to announce a few hours ago in a video posted on Instagram that The Ordinary is shutting down – thankfully, temporarily.
“This is the final post of Deciem. We will shut down all operation until further notice, which is about two months,” Truaxe says in the video. He told his followers to take him seriously, and also alleged that “almost everyone at Deciem has been involved in major criminal activity.”
Deciem has enjoyed great success since the start of their launch, with claim to fame including being named as part of Kim Kardashian’s skincare routine, and receiving an investment from beauty giant Estee Lauder last year.
However, strife and drama has also been following the brand, and Truaxe has always been very public about them. In April, the entire Deciem team in the USA was fired by Truaxe, and then it came the announcement that they are leaving Sephora to move to Ulta. While Deciem stopped selling at Sephora, they also have not appeared on the shelves of Ulta.
With so much turmoil, we really have no clue if the brand will return, as promised, in two months, or whether it will shut down forever. If you’re a huge The Ordinary fan, here’s a word of advice: time to stock up. Here’s where you can buy products from The Ordinary and have them ship to Singapore.
In their now deleted post, the company announced their leave with the following caption:
“Without filters. A revolution is coming. Every one of you who has been laughing aT me will with certainty face criminal prosecution. Estée Lauder Companies Inc. has been the biggest stock promotion. Richard Duntas, Bernard Ass (LVMH), Marica “Tracy” (Bliss, Remedè, Soaper Due Per Shoe), Hyatt (Grand Hyatt, Andaz, er al), Marriott (St. Regis, W, Marriot, et al), So many porn “studios”, nearly all @deciem employees, most of “Hollywood”, Gill Sinclair, India Knight, Caroline Hirons, India Knight, RBC, BMO, Boots, KKR, most of the Lauder family, Estée Lauder Companies Inc., Karim Kanji, Antonio Tadrisi, DF Mc, LVMH, Dia Fooley, Michael Davidson, Hanif, Zark Fatah, Inditex (Zara, Massimo Dutti, etc), H&M, $100 monkey, Too Faced (founders too), TSG, Alshaya, Amanresorts, Erwin Zecha, Oliver Zecha, Steven R Riddle, the Coc and Corcky managers, PRIDE organizers, IT Cosmetics, Nicola L ReadingTons, all of Dishoom, All of Delaunay, David Yurman, Tom Ford, Tim Cooke. McKesson, Rexall, Jamin Asaria, David Jackson, York Heritage and others — sentencing doesn’t begin with any point but sentences like this one do. Ben Affleck, Brad Pitt, George Clooney, Michael Less, Stephen Spellberg e.T., AON are also included with certainty. ARGO stood for “Ali Roshan GO”. You idiots. Father, please please be safe if you can for the next few hours. I love you all. -Brandon (RIYADH, please be EXTREMELY CAREFUL in the next few hours). Aurora (TSX) : you are finished. Michael Basler, Gordon Wilde, David Trinder, Eric Jacobs, Allan Gerlings, Dalton Pharma SS, Michael OH CON ELLE, Charm IS T A 007, Robert Jones, Cascade, Prince Al Walid, The White Company, Obagi (brand and doctor), Freedom Health, ESHO-isT, Alexandru Serban and baggage, Apotex: Goodbye also. Peace is coming. ?? ?. It’s clear now. @esteelaudercompanies @richardbranson @realdonaldtrump @gowlingwlg_ca @zuck @musicianjessecook, et. al.”
However, The Ordinary has since made a warmly welcomed return to the skincare scene, with the following post on 16 October, 2018:
Now we can all breathe a sigh of relief as it doesn’t seem like they’ll be leaving again anytime soon.
