After a dramatic week, Deciem’s Instagram account is back up and running.
The account, which founder Brandon Truaxe had been using to post everything from corporate announcements to internal e-mails, was taken off-line on Friday following Truaxe’s removal from the business.
But Monday afternoon, Deciem returned online with its first post, which credits Truaxe as the founder and says the current team will “take the passion and values he instilled within us as we continue to grow the brands we have created with transparency, integrity, authenticity, function and design.” The business also appeared to have cleared out several of Truaxe’s postings from last week, which included screenshots of e-mails from the lawyer of minority investor the Estée Lauder Cos. Inc.
View this post on Instagram
We make beautiful products. But the reality is that before beautiful products, we are a team of beautiful humans with deep hearts invested so heavily and lovingly in DECIEM. This love is what makes weeks like the last one so difficult. Following the court ruling on Friday we have now reopened all stores, offices, factories and warehouses. Together, we are committed to serving our customers, partners and everyone involved in this journey to the best of our humble abilities, and we are ready for the next part of our story to begin. Brandon will always be the founder of DECIEM. We will take the passion and values he has instilled within us as we continue to grow the brands we have created with transparency, integrity, authenticity, function and design. Thank you from the very bottom of our hearts to each and every person who has continued to support our journey. We look forward to sharing what's to come with you. 🐒❤
Truaxe, who founded Deciem in 2013 as a radically transparent beauty business that would make clinically oriented products at affordable prices, was removed from his post as chief executive officer and board member Friday.
Lauder, which owns 28 percent of Deciem, filed for injunctive relief in Canada on Wednesday after Truaxe unilaterally decided to shut down the business via Instagram post.
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