The Ordinary’s Founder Is Closing Down His Brand – But What’s Really Going On?

An email, allegedly sent by the founder of Deciem, Brandon Truaxe, to a supposed employee on 8th October, states that all bricks and mortar Deciem stores in the UK (with the exception of the Spitalfields branch in London), are to be closed immediately until 2019. The email in question was leaked to Cosmopolitan UK on 9th October, and is claimed to read, “Please close all UK stores except the one near Spit-a-Field Mark iT [sic] as of immediately and until February 2019.” However, when Refinery29 headed down to the Spitalfields store on 10 October, it was closed. We found a handful of customers outside, confused as to why the store wasn’t open. One loyal customer, who was aware of Brandon’s decision to close down the brand until further notice told R29, “My whole entire skincare routine is The Ordinary, so I don’t know what I’m going to do without my products. Hopefully they’ll relaunch in 2019, fingers crossed.” According to Cosmopolitan UK, the alleged email also states that any employee who “disrespects the guidance […] will be terminated tomorrow.” Read more at Refinery 29.