The Estée Lauder Cos. has filed an injunction against Deciem's founder Brandon Truaxe after he posted a strange video on Instagram -- see it below.
Truaxe says in the clip "we will shut down all operations until further notice...about two months." He listed his location as the White House while filming the video, from a car, it seems -- but reports say he probably used geo-tagging to post a location without really being there.
Deciem's website currently features a blank red screen, shown in the third image in the slider above.
Next, Truaxe posted a letter from Estée Lauder's lawyer Mark Gelowitz, which says the company is commencing injunction proceedings in the Ontario Superior Court of Justice -- see part of the letter in Truaxe's post above, in the second photo in the slider.
The Estée Lauder Cos. owns a 28% stake in Deciem since 2017. Deciem's popular skincare brand, The Ordinary, which sells luxe serums at low prices, is shown above on the shelves of Galleries Lafayette in Paris.
After Truaxe's video below, Deciem stores closed -- but some of its brands, including The Ordinary, can still be purchased on their websites.
WWD reports that the Deciem stores in New York City that were closed featured a sign that read, “Please Don’t Get Mad. We are currently closed for an unforeseen concern.” And, The Ordinary shop in SoHo was locked with a metal chain Wednesday.
This isn't the first time Truaxe has been in the news for strange behavior -- see these past headlines reported by the Racked.
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.