Why the social media implosion of a prominent beauty brand matters

In 2017, Deciem looked set for world domination. Estée Lauder Companies invested in the little beauty company, which had become a cult favorite for its no-frills brands such as the Ordinary,

That is, until January, when the company’s founder and co-CEO, Brandon Truaxe, fired his social media team and went rogue, putting out a series of strange posts from the Deciem Instagram account himself. These included five consecutive photos of trash (literally, garbage); a photo of a dead animal;...


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