Deciem and the death of Brandon Truaxe
Brandon Truaxe, the founder of Canadian skincare company Deciem, has died after a year-long public unravelling. He built 'The Abnormal Beauty Company' into a worldwide brand through a combination of radical pricing and social media marketing. But his increasingly erratic behaviour, documented on his company's Instagram account, ultimately cost him his position as CEO. Senior business reporter Aaron Saltzman takes us inside Truaxe's story.
Front Burner · CBC
January 23, 201928m 54s
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Show Notes
Brandon Truaxe, the founder of Canadian skincare company Deciem, has died after a year-long public unravelling. He built 'The Abnormal Beauty Company' into a worldwide brand through a combination of radical pricing and social media marketing. But his increasingly erratic behaviour, documented on his company's Instagram account, ultimately cost him his position as CEO. Senior business reporter Aaron Saltzman takes us inside Truaxe's story.