Tag Archives: Sephora

Deciem The Brand That Grew Too Fast!

Hello fellow beauties,

I am sure like me a lot of you have been watching the brand Deciem and its founder Brandon Truaxe start to unravel at the seams. It has been a roller coaster ride from the start with lots of heart stopping thrills and turns.

I have used the brand since it first started 4 years ago and then starting off it had a real cult following. Its buyers were very loyal to the brand and the products. Something I too enjoyed immensely, it was fresh, new, exciting and the products were really good.

From there on the company grew like wildfire, Victoria Health was one of the first to stock this brand and the many products born from the Deciem umbrella – Niod, The Ordinary, Stemm, Hyalmide, Fountain the list goes on ..

Massive wait lists ensued as they moved premises about 3 times as they expanded so rapidly they found it impossible to keep up with demand. Then came the investment with Estee Lauder, a well timed investment that would allow Deciem to build the factories they needed to allow them to mass produce and keep up with supply. They started opening their own shops and moving into America a dream Brandon had always wanted.

But now with such rapid expansion and I mean incredibly rapid success brings its own headaches. Planning ahead, more new launches the company didn’t stop to catch its own breath and they had and still have a wildly galloping horse on their hands! Staff training was something Lauder would help them with immensely I think.

When you create a brand and make it as complicated as Niod it takes time for people to understand them. So when they opened their shops it was dam near impossible to teach their staff straight away. So in a way the knowledge came back and somewhat bit them on the ass.

Might have been ok if they had stopped there and fixed things, put back new launches, got the right training in to staff and waited till they were in their new factory. But no .. someone was on a quest to dominate the US and leaving in their wake a trail of errors that would in my opinion weaken any company.

On they went .. when I say ‘they’ I will say Brandon, Nicola was a joint CEO but the mastermind behind the social media and most of the expansion seemed to be Brandon’s workings, it would seem something he has done a bit too well, while Nicola took to sales, Qvc all over the world,other shopping channels opening shops. Nicola was the beautiful face of the brand, she did her job with passion and love, she loved every single minute, you never saw her not smiling or unwilling to have time for customers, guiding them when needed. I know this because I saw it often in my small Beauty Group on facebook.

Now there are some bad reviews about working for the company and that Brandon personally insulted and abused some of his staff, I can believe this as the pressure on him must have been immense, so much pressure .. stress and pressure can do strange things to people and to peoples heads!

Brandon has done some strange things on Instagram like running his company publicly, making executive decisions with no consultation from his joint CEO or Lauder. So while Brandon’s head is trailing ahead it is leaving behind a weak infrastructure and so many unfixed errors that could implode like a house of cards and it seems a lot of that is happening right now.

Sadly Brandon has fired Nicola, leaving her heartbroken, he continues to carry on in his ‘godlike’ path, insult people and basically acting like a child who is throwing his toys out of his pram. He has turned into a bit of a mega controlling internet whizz who controls the press very well.

Meantime claiming to love everyone on social media and and preach to the masses about love meanwhile cutting out those who cared enough to question him or tell him the truth. It seems Brandon has issues with control and nobody dare question him. That’s alright is you are the sole owner but not so good when other people are working themselves silly for you and the company and you fire them.
There are those who are happy to follow blindly & happily and that is cool but I think this is where I get off the bus at.

Being abusive to female staff, any staff really, calling them names, firing Nicola and being arrogant and rude to people on social media is not good enough really. Will Deciem continue .. probably , you may see lots of the bigger companies pulling out now, even Lauder could pull out, this is not over yet by a long shot .. but for me my journey with Deciem and Niod in particular will end here.

No man is an island and all of this will catch up with Brandon of he doesn’t take care of his best staff and fix the errors that need fixed or the little things will become the big things that can make or break you …Beauty doesn’t rinse off and errors don’t fix themselves ..

Bye for now