In October, Truaxe was ousted from the company he founded.
Toronto police officials state that the 40-year-old mogul leapt from his 32nd floor apartment located in the Distillery District, and landed on a 6th floor terrace early on Monday morning, the 21st January.
“He was found dead at the scene. Someone looked under their balcony window and saw someone lying on the terrace half covered in snow, meaning he had been there for a while,” a police spokesperson stated.
The spokesperson claimed there was no evidence of foul play.
Brandon Truaxe, who made headlines first for launching 10 beauty brands at once and most recently for being ousted from Deciem, the company he founded, has died. An executive at the company has confirmed the news in an email to Vox.
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Brandon, our founder and friend. You touched our hearts, inspired our minds and made us believe that anything is possible. Thank you for every laugh, every learning and every moment of your genius. Whilst we can’t imagine a world without you, we promise to take care of each other and will work hard to continue your vision. May you finally be at peace. Love, (forever) your DECIEM ❤
It has been a tumultuous year for the company and Truaxe, its controversial founder. Deciem, which is headquartered in Toronto, gained a following and made reportedly upward of $300 million in sales after launching the Ordinary, a skin care brand whose products cost mostly less than $10. He had crafted much of the company’s messaging personally, calling it the “Abnormal Beauty Company.” He was a quirky and charismatic founder who connected personally with consumers.
In early 2018, however, Truaxe started gaining negative publicity for the company when he began posting bizarre and troubling messages on the company’s Instagram. Estée Lauder, a minority investor in the company, took legal action against Truaxe in October 2018 after he posted on Instagram that the company should immediately be shut down because of “financial crimes” he said had been committed. (There has thus far been no proof publicized that this is the case.) An attorney for the cosmetics giant told a judge that Truaxe “has essentially lit the company on fire,” according to a report by the CBC.
The judge ousted Truaxe as CEO, and appointed Nicola Kilner as acting CEO (Kilner had previously been co-CEO before Truaxe fired her, but she had been recently reinstated at the company). A few days later, a judge issued a restraining order against Truaxe after the founder sent emails to Estée Lauder chair emeritus Leonard Lauder and other executives that were viewed as threatening.
A December report by Canada’s Financial Post revealed that Truaxe had been hospitalized under suspicion of mental health issues. Truaxe denied having been diagnosed with a mental illness but did admit to using various drugs.
Truaxe had been posting erratic videos and messages on his personal Instagram page for the past few weeks. His last four posts, from January 19, were videos alone from his penthouse in Toronto, whose address he publicized. Commenters expressed concern about his stated drinking, as he claimed to be drinking tequila. One wrote, “BE SAFE.”
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