The Ordinary Takeover by Estee Lauder. RIP Brandon Truaxe
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- Опубликовано: 17 окт 2024
- Estee Lauder's acquisition of Deciem (parent company of The Ordinary) isn't surprising, but a look at the companies' tragic history paints a different picture that no one is talking about. I explore the rise and fall of the founder and ceo Brandon Truax.
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I used to work for Deciem when all this went down. For sure corperate and Estée Lauder had a major hand in the death of Brandon. There was a lot of people in corporate that were close to Brandon but were not qualified for the roles and took advantage of Brandon and the structure or shall I say lack of structure of the company because it was so new and growing rapidly. There would be people in corporate who got paid a lot of money that had the weirdest niche positions and titles. A lot of people got paid to do essentially nothing. And they took full advantage of Brandon and the situation. Brandon would walk into a new store with no warning walk around for 5 mins or less and randomly select a newly hired sales associate and promote them be a Store Director. To say he was naive and generous was an understatement. People in corporate got what they wanted and wanted to push him out. So they did. They used his eccentric personality to their advantage. Nicola was brought back as full “CEO” after being fired by Brandon because he couldn’t trust her.... She was financial partner not the brains, Brandon was. Ever since Brandon died the company has not released a new product. The couple products they have released since his death was already been in the works for 3+ years. So it’s not surprising Nicola made this business deal with Estée Lauder. She is financially savvy but she does not have the eye for product innovation. That’s not her thing. So having Estée Lauder take over is not surprising. But everything Estée Lauder touches dies. Brandon would have hated this. He never wanted this for the company. He only partnered up with Estée because they were helping with some resources for the rapid expansion of the brand. It’s sad.
Thank you for sharing! What was your role in the company if you don't mind me asking?
@@frugalskin Any time. I was a Store Director.
@@Burningdaylighter wow thats very informative thankyou. Btw, since Brandon was the founder, do you know who got his shares of the company? Did his family claim them? Its not fair if they didnt because there would be no Deciem without him.
Estee Lauder probably does want this conpany to die. So that they can sell their own products for 3 x the mark up price. In the end its an investment to end this company.
Do you realize that that acquisition happened while Brandon was alive and CEO of the company? He was literally part of the deal.
Brandon made public his home address and hours/days later, he is found dead by ‘suicide’ falling to his death. I never believed it was suicide.
Finally. Someone has done a video about this. The fact that there is little to nothing that shows up in searches about Brandon and his death, and this whole situation in general is just insane to me!!
He was a legend, may his soul Rest In Peace 🤍
As someone who didn't even know about the 1/3rd buy out in 2017, I appreciate your wrap up info of the whole timeline and I do feel like it's very convenient that he started acting "crazy" and they had him removed and then bam he's gone and they finished taking over the company. They seem like soul suckers for sure, as does every over arching corporation.
I like this new vlog format 😊
It's nice to see this being talked about and more than just "ThE tRuTh iS SoMeWheRe In ThE mIdDlE" from some influencers like with the whole Naturium debucle
I see you took that person's advice to mix true crime and skincare. 😝😝😝
Stumbled upon this video after listening to the recent Diaries of a CEO episode with Nicola Kilner in the hopes that I will find more info about what happened to Brandon - such a tragic story with so many layers that she uncovered… highly recommend listening to it, if you haven’t already
Ditto
It’s a tragedy. There are few people able to have new disruptive ideas. Of course these people are different. Corporations like L’Oreal or Estee Lauder always claim that they want to hire or work with people who think out of the box. In reality they always end up hiring disciplined followers because these corporations do not know how to manage creative people. Procter is the worst. So after some time these companies have to pay billions to acquire innovative brands to stay in the game. DECIEM here but that was also the case with CeraVe because L’Oreal was unable to make La Roche Posay be the number one brand recommanded by dermatologists. So basically since the 1980s finance is above entrepreneurship and we end up with less and less new ideas in existing industries.
Sinister times afoot... very interesting material. Thank you for the house tour too!
Both cameras look good. I love your vlogs, this topic is creepy 😟
Makes you wonder what mega corporations are capable of
I didn’t know about anything until the full acquisition. Wow. That’s sad
The music in this video!!!! 😂❤️
Lol
I LOVE this format omg
I think you should’ve named this video differently tho 👀
I never knew Estée Lauder was shady af 😢
i like the vlog format too!
may i ask u? what is ur fac sunscreen atm?
Hmm I always go back to the hada labo uv gel and just finished a container of it so probably that
Great episode.Thank you. I believe EL unalived Brandon.
Why was Truaxe so against Estee Lauder’s aquisition? Nobody seems to mention that?
Yeah not a lot of coverage on this. Based on his letter it seems like he was aware of inevitable corporate cooptation and wanted to maintain autonomy over the company.
Bruhhhhh this looks beyond sus
Acquisition and hostile take overs behind the scenes, not so cute. .. Sometimes a peace of mind as a startup is a thousand times better than any financial investment that might take away your peace of mind and sanity.
I wonder if Brandon was threatened?
Wow. Creepy!
😳
You seem handsome :)!