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Deciem, and Its Instagram, Is Back Up and Running

After the removal of its founder, Deciem has reopened stores and updated its Instagram account.

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.

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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What’s Next for Deciem?

Deciem Founder Brandon Truaxe Has Been Ousted

Estée Lauder Sues Deciem Founder Brandon Truaxe