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Is Deciem and The Ordinary Shutting Down?

What's going on with the well-loved skin care brand?

Can't get enough of The Ordinary and its well-priced tinctures? Well, now might just be the time to stock up on your favorites, since CEO Brandon Truaxe took to Instagram Monday to announce that parent company Deciem would be shutting down, effective immediately.

"We will shut down all operations until further notice, which is about two months," says Truaxe in the video posted to the official Deciem account. "Please take me seriously."

View this post on Instagram

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.

A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on

Geotagged as "The White House," the video shows Truaxe riding in the back of a car, along with other people he names as fellow Deciem employees. Disturbingly, he then says, "I am not able to control the sentencing of the most beautiful people I just mentioned ... if they're involved."

"Almost everyone at Deciem has been involved in major criminal activity, which includes financial crimes and much others," he elaborates.

Towards the end of the video, he grows quite emotional: "You have no idea what a soldier I've been for more than 13 years. I've been made fun of as a porn actor, as a f*cking drug dealer and everything for 13 years. It's all ending now."

As you can see, the video also comes captioned with a list of high profile companies and people that Truaxe claims will "face criminal prosecution," ranging from brands like Too Faced and Tom Ford to celebrities like George Clooney and "Stephen Spellberg" (and, bafflingly, "e.T.").

It's difficult to gauge exactly how seriously to take the video and its caption, but if you go to Deciem's website, you'll find that almost all of The Ordinary's brick and mortar locations across the globe have, in fact, been closed. Cosmopolitan UK reports that it received an email, allegedly sent from Truaxe, mandating that all UK locations (with the exception of the Spitalfields store) be shut down immediately, upon threat of termination.

Now, the brand's website is still fully operational... but, yeah: you might want to buy a few bottles of The Ordinary Granactive Retinoid 2% in Squalane, $9.60, right now, just to be safe. And... maybe check out one of the brand's third party retailers (such as ASOS or Skinstore) just to be even safer.

Image via @deciem


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