Brandon Truaxe

Brandon Truaxe, born Ali Roshan on June 19, 1978, in Tehran, Iran, and later a Canadian citizen, was a notable computer scientist and innovative entrepreneur in the cosmetics industry. He gained recognition as the visionary founder of DECIEM, a Toronto-based beauty enterprise that revolutionized skincare with its distinctive approach. Truaxe was particularly celebrated for the launch of multiple cosmetic brands simultaneously, with The Ordinary standing out for its focus on clinical formulations offered at accessible prices, all produced in-house.

In 2012, he established DECIEM The Abnormal Beauty Company, which quickly became known for its diverse portfolio of over ten brands. The company made waves in April 2013 when it introduced its first line, Inhibitif, followed by additional brands such as The Chemistry Brand, Fountain, and Grow Gorgeous. During a period when he was bound by non-compete agreements, Truaxe formulated an anti-aging hand cream for The Chemistry Brand, which achieved instant success and popularity, as many consumers began using it on their faces.

Truaxe's ambitious vision and commitment to affordable beauty products resonated with consumers, making him a significant figure in the cosmetics world until his untimely passing on January 20, 2019, in Toronto. His legacy continues to inspire innovation in the beauty industry.