Ep. 49 Remembering Brandon Truaxe, Founder of Deciem and The Ordinary
Breaking Beauty Podcast
Dear Media, Jill Dunn and Carlene Higgins
4.7 • 996 Ratings
🗓️ 24 January 2019
⏱️ 51 minutes
🧾️ Download transcript
Summary
We are deeply saddened by the untimely passing of Brandon Truaxe, founder of Deciem and The Ordinary. We sat down with Brandon in January of 2018 - when he was at the top of his game, making headlines and mystifying the competition- and we are re-releasing this episode as a tribute to his creative genius within the beauty industry and beyond. As evidenced in this episode, Brandon was funny, brilliant and sensitive, and he will be missed. We thank you for listening. Brandon’s genius was that he was radically transparent and it earned him a lot of respect and trust with beauty consumers. When The Ordinary launched in 2016, never before had such incredible formulations, centred around hero ingredients like vitamin C and retinol, been delivered in chic, no-frills packaging at rock-bottom prices. When we asked him about this blockbuster, budget-friendly creation de-throning prestige skincare 10 times its price, he said: “There’s nothing luxurious about being taken for an idiot.” The products clearly resonated - some launches had 25,000 + people on the waitlist
In a word, Brandon was an innovator. He had a passion for the beauty industry that was truly one of a kind. I mean, even the tagline for Deciem is “The Abnormal Beauty Company” - evidence that he never took himself too seriously. This mix of innovation and cheeky sense of humour that informed everything he did endeared him to legions of beauty fans. Rest in Peace, Brandon.
Hosts: Carlene Higgins and Jill Dunn
Theme song, used with permission: Cherry Bomb by Saya
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Transcript
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| 0:00.0 | The following podcast is a dear media production. |
| 0:02.8 | Hi everyone there's been some sad news in the beauty industry this week and that is the |
| 0:08.3 | untimely passing of Brandon Truax he was the founder of Decium and most famously the ordinary and he was 40 years old |
| 0:16.3 | We wanted to re-release this episode with Brandon Truax because he was at the top of his game when we interviewed him in January of 2018. |
| 0:26.0 | The ordinary was buzzing. |
| 0:28.0 | Everyone was asking us about it. |
| 0:29.7 | It was front-page news really. |
| 0:32.0 | And there's just been such a huge outpouring of support for |
| 0:34.7 | Brandon he really connected with all of his fans and I think because he just |
| 0:39.6 | put transparency above everything else. He was a true pioneer in this space offering |
| 0:47.8 | something that had never been offered before with the ordinary. |
| 0:50.9 | And I think in the spirit of that commitment to transparency people really felt like they knew him. |
| 0:56.0 | And so I think that hearing this backstory, it would even give you a bigger window into how his mind worked. |
| 1:04.1 | You know, there was humor. |
| 1:05.7 | He was very cheeky. |
| 1:06.9 | I know you guys bonded over a birthday. |
| 1:08.9 | Yeah, we were saying how we're both geminized |
| 1:11.4 | and it was the best sign ever and he even had a little |
| 1:14.6 | cheeky take on the Canadian media that we revisited. That's right and I think you'll |
| 1:21.8 | also hear that his mind has no bounds like he just felt that |
| 1:26.9 | anything was possible and I think that's why he was able to achieve what no other |
| 1:31.2 | beauty founder had achieved before him. |
... |
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