Canadian beauty brand Deciem was shut down after their CEO Brandon Truaxe posted a series of cryptic messages to the company Instagram, sending the brand into turmoil and their loyal customers into panic.
Thankfully, Estee Lauder, an investor and major shareholder in Deciem, then successfully filed in an Ontario court to have Truaxe ousted from the company, replacing him with another CEO.
Despite being banned from Deciem's social media, Truaxe has been even more active on his own, posting at least seven different posts in the past day. While he has a history of going on long rants on social media, these latest posts are getting even more cryptic and concerning than before.
Among the various "essays" he has shared on Instagram in the past 24 hours Truaxe has said that he still holds the highest office at Deciem and is still in charge of the board there, denying that he's been replaced as CEO of the company.
In that same post, he also said people should go back to behaving to limit the criminal charges they will face. He also mentioned looking for a new job and that he would have liked to be on Donald Trump's show The Apprentice and shared an image about Instagram bots.
In his next post, he shares an image of an email between him and a reporter, in which he tells her that he has developed a hallucinogenic allergy to Canada and will only be calling the US home from now on. He also reveals that both he and Estee Lauder's headquarters are in New York City.
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💵💵💵💵 |||| A few decades too late, but likely a few decades earlier than other calculation methods in use, soon you’ll achieve a higher credit score in the United States if you generally and usually have enough cash not to need or desire any credit. — It’s all another way to say the obvious that’s too obvious to see: credit, precisely like money itself, is generally available to those who need more of it the least — rich people. It makes so little sense that it’s best not to discuss the matter and instead work so you can make money. [[[ With respect to the latter slides — @wsj : Thank you for reaching out to me and for recognizing that completeness of information forms the very basis of and the primary reason for interest in journalism — but both I and @esteelaudercompanies are in New York City. It wouldn’t make sense to chat in Toronto or through a 🛰. ]]]
The next post is a video and it gets real. He apologizes for everyone being so stupid and says that a lot of people will be fired, go to jail and that Deciem will be restored. In his accompanying caption, he also says that they will bring a small revolution that will begin the path to more revolutions in the world.
In that same post he also strangely reveals that he wants to change his name from Brandon Carrano Truaxe to Bardia Ali Eskendar, which has Persian and Islamic origins.
Then in a series of posts from today, taken at a Trump hotel in New York, Truaxe got increasingly cryptic, sharing different images with certain letters circled and chocolate bars meant to represent different things.
In the captions, he covers a number of topics. In one, he tells Estee-Lauder that they need to begin governing themselves because his voice is about to get very loud and he is out of time.
He also reveals some of the histories of Deciem and Estee-Lauder from his point of view before finally sharing another cryptic message to what he calls a group of disrespectful individuals who've insulted him, specifically naming company executives Leonard Lauder and Andrew Ross.
Brandon's stories and posts aren't one-sided though. The executives named in his latest post got a restraining order from an Ontario Court and had Truaxe banned from Estee-Lauders headquarters and orders him not to contact any of the companies workers.
The order comes after Truaxe reportedly sent harassing emails to people at the company and said that he would be in their hometown, which, according to his Instagram posts, he is.
Estee-Lauder is a major investor in Deciem and after Truaxe originally closed down all of the company's stores they took him to court to have him ousted. Deciem has since re-opened following the appointment of a new CEO, but if Brandon Truaxe's Instagram page is any indication, their drama is far from over.
Source: Financial Post