Deciem Founder Responds to Accusations of Racism
Beauty company Deciem is in hot water after their founder and CEO, Brandon Truaxe, took to Instagram under the brand’s account to personally respond to a comment. The Deciem page has become a topic of discussion ever since Brandon began a new approach to social media, using the @Deciem feed to express his personal opinions. Reactions have been mixed, with some fans welcoming his transparency and others expressing concern and confusion over his posts. Recently, things escalated when followers interpreted a @Deciem comment as Brandon telling a commenter to bleach her skin, Affinity reports.
The incident is the latest in a string of controversies surrounding the brand. A few weeks ago, Brandon made what he now refers to as a “distasteful joke” about competitor company Drunk Elephant, saying that “one would have to be drunk to overpay for Marula oil.” On January 28, he issued an apology post to the company and pledged to donate $25,000 to Save the Elephants as a result of the backlash. Since then, Brandon has announced that he has “cancelled all of [their] marketing plans,” discontinued a product line because it was “not working,” and posted company memos in Instagram captions.
As a result, the brand’s followers have begun to comment on the posts in response to Brandon’s takeover. One Instagram user, @supermormongirl, received a @Deciem response to her “Brandon, are you okay??” post. The reply read, “@supermormongirl Yes but you don’t seem so well. Please use Modulating Glucosides when it’s out. Goodbye.”
While the product in question has yet to be released, the publication pointed out that one of the main ingredients was Ascorbyl Glucoside, a melanin inhibitor often used in skin lightening products. Thus, many interpreted Brandon’s comments to be not just a problematic commentary on a commenter’s appearance, but also an offensive suggestion that she bleach her dark skin. Brandon and Deciem have countered this accusation with the claim that the product is meant to treat inflammatory skin, and has nothing to do with skin tone.