If you love beauty you will undoubtedly have heard of/used The Ordinary. Developed in 2013 by Brandon Truaxe, the brand quickly gained cult status thanks to its offering of seriously effective and not-at-all expensive skincare and beauty offerings. It even caught the attention of celebrities like Kim Kardashian West who swore by its retinol offerings for flawless skin and when it launched its foundation in 2017, it had a 25,000-person strong waitlist.
But after five years in business, the company is closing down within the next two months according to Truaxe. Although the circumstances in which he announced its closure are anything but normal.
Taking to Instagram to announce the news, he said, “This is the final post of Deciem [the parent company who owns The Ordinary], which we will shut down all operations until further notice which will be about two months… You have no idea what a soldier I’ve been for more than 13 years.” He also insinuated that fellow employees in the company had been involved in “major criminal activity” and then proceeded to list out a whole range of people in businesses in a very confusing caption that made very little sense.
It is unclear what prompted the message as Truaxe and Deciem are both yet to comment on the matter. For now, we suggest you stock up on your favourite products before they’re gone forever…
Now, find out which celebrity makeup mogul has filed for a trademark for a new skincare line.