Ep. 17 Deciem and The Ordinary Founder Brandon Truaxe
Breaking Beauty Podcast
Dear Media, Jill Dunn and Carlene Higgins
4.7 • 996 Ratings
🗓️ 10 January 2018
⏱️ 49 minutes
🧾️ Download transcript
Summary
In our latest, by-popular-demand episode, we bring you #Deciem mastermind Brandon Truaxe, who has shaken up the beauty world with his ‘Abnormal Beauty Company." In this episode, we unravel the origin story behind Deciem and The Ordinary. Brandon walks us through his zig-zag trajectory to bad boy fame, starting with his dramatic exit from a high school job, his first career path, and what led him to switch gears entirely before launching Deciem, the parent company of nine spin-off brands (and counting!) that include The Ordinary, NIOD, Hylamide, Fountain and more. Unplugged and completely unfiltered, Brandon reveals the real deal struggles behind beauty start ups, coming clean on the past companies he walked away from and who his friends and enemies are in business. And finally, learn which products have been “life-changing” to The Ordinary’s legions of fans, and what they can look forward to in helping to de-code which skincare regimen is right for them. We also got the scoop on two majorrr innovations that we can all look forward to next. Hosts: Carlene Higgins and Jill Dunn Audio production: Olivia Nashmi Theme song: Cherry Bomb by Saya Subscribe to us here: iTunes: goo.gl/oKyjFx Soundcloud: goo.gl/xUXC3v Stitcher: goo.gl/5d8oFX Google Play: goo.gl/cDpMwT Get social with us and let us know what you think of the episode! www.Breakingbeauty.ca - Check our blog for all products mentioned. www.Instagram.com/breakingbeautypodcast www.Twitter.com/BreakingBtyPod www.Facebook.com/BreakingBeautyPodcast
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Transcript
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| 0:00.0 | I have never seen this much negativity around the start in my whole life because around all the other things |
| 0:08.4 | Everyone was so positive, but even our own supporters everybody was, oh, it's a scam, |
| 0:13.4 | or you've cut it, you're using child labor, |
| 0:16.1 | you're scamming this, why do you want to ruin other brands lives, |
| 0:18.6 | what every single criticism that you can think of Kim. I actually gathered the whole team in a |
| 0:24.2 | room and I say guys this the next few months are going to be a really difficult ride. |
| 0:27.9 | Hey guys welcome to Breaking Beauty, the podcast all about the best selling beauty products and the |
| 0:33.4 | damn good stories behind them. We're your host, Carleen Higgins and Jill Dunn. |
| 0:38.7 | Happy New Year. Happy New Year listeners. This is so exciting. |
| 0:43.5 | We're kicking off our second year of Breaking Beauty. |
| 0:45.7 | I love it. |
| 0:46.4 | I know. |
| 0:47.4 | And we have an incredible founder that we're talking to today. |
| 0:50.3 | And I think right behind Glossierier this was our most requested interview. |
| 0:55.0 | Definitely this is by popular demand for sure. |
| 0:58.0 | Today we're talking to Brandon Truax the founder of Desi, which is known as the abnormal Beauty Company, that's their tagline. |
| 1:06.5 | So this Toronto-based brand, it found early success in the UK. |
| 1:11.2 | It's a bigger umbrella. |
| 1:12.2 | There's 11 brands under Decium, so there's in the work so basically this this brand |
| 1:31.3 | Desm makes no sense. |
| 1:33.0 | It is one parent brand that has like all of these spin-offs that do different things and some of them |
| 1:39.8 | overlap. In Brandon's mind he can very clearly tell you the difference between |
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