Is Popular Skincare Label Deciem Leaving Sephora for Ulta?

The Ordinary, a wildly popular skincare label founded in 2013, might be leaving Sephora for Ulta, an announcement made via an Instagram comment. 

The Ordinary’s parent company Deciem — also housing the brand Niod — expanded recently to the United States, launching at Sephora in December and opening stand-alone stores in New York City and Miami. Now, the company’s social media posts are indicating that they might be leaving Sephora to join Ulta, another major beauty retailer. Deciem’s brands have been shouted out by celebs like Kim Kardashian West, and the foundation they launched in 2017 had a waitlist of 25,000 people.

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According to an Instagram comment the company left, Deciem is reportedly having some payment issues with Sephora. “We are leaving Sephora due to payment issues but will launch online and in stores with Ulta and Douglas ‘imminently.’” The comments were left by CEO Brandon Truaxe, also including a comment saying, “The Ordinary is only a few short weeks away from having a cozy home on ?♥.”

The much-buzzed-about beauty company, particularly its CEO, has been the center of some drama for the first few months of this year. Truaxe announced in February that he would personally be responding to every message, comment and email — as well as managing Deciem’s Instagram all on his own. In further strangeness, Truaxe posted multiple videos of garbage dumps, dead sheep, and, for unclear reasons, clarifying his sexual orientation.

On April 4, he sympathized with Donald Trump, saying in a post: “Whether you agree or disagree with some or all thoughts of @realdonaldtrump, please respect him as the President of a powerful nation and don’t compare me with him…Please respect presidents of countries and founders of businesses in the same way that you would respect your family.” Then, to cap off several months of weird social media behavior, the founder said last week on April 27 that he is “done” with Deciem.

There isn’t any official information about the potential switch from Sephora to Ulta, but stay tuned…it’s sure to be interesting either way.


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