Talk:Brandon Truaxe

Puffery Scrub

Hi! I went through the draft today and removed the puffery and promotional tone. Orville1974 (talk) 15:54, 15 June 2019 (UTC)

Software Company

In his early life there is a mention of founding a software company. What are the details of it? Orville1974 (talk) 15:55, 15 June 2019 (UTC)

Thanks for your feed back, Orville! So far I could not find the name of that software company, it was some kind of automobil-leasing-analyse-software. But you could read:

• https://nuvomagazine.com/magazine/summer-2017/brandon-truaxe-founder-deciem
• https://www.wmagazine.com/story/euoko - Best regards. ;-) --93.211.221.79 (talk) 23:44, 15 June 2019 (UTC)

Comment: the first of those two articles says he was born in London. The article has a sourced statement that he was born ih Tehran. Maproom (talk) 07:12, 16 June 2019 (UTC)

@Orville1974: To answer your question, that software firm was called "Schematte Corporation" - here you will find the details:

• https://www.bnnbloomberg.ca/deciem-founder-brandon-truaxe-dead-at-40-company-executive-1.1201571
• http://edgar.brand.edgar-online.com/efxapi/EFX_dll/EDGARpro.dll?FetchFilingHtmlSection1?SectionID=5865459-149163-164133&SessionID=EbD4eH0cSY0kp-7
• https://www.companiesofcanada.com/company/397084-1/schematte-corporation

@Maproom: That helped a lot. I've added early business details, changed the founding year of Euoko to match the Bloomberg source above (and business filings), removed the $400,000 investment and sale of his software company (as it was sourced from his resume by the WMagazine and didn't line up with the other facts presented). The company appears to have been dissolved, not sold). His portion of the investment in Euoko appears to be considerably less than the amount previously listed as well. Orville1974 (talk) 13:27, 18 June 2019 (UTC)

Just adding that I'm very skeptical of the W Magazine article since I've already discovered two inconsistencies with the information it presents. It's also pretty promotional and appears to be sourced from some primary material. Orville1974 (talk) 13:38, 18 June 2019 (UTC)

@Maproom: Your attention is appreciated, Maproom! I noticed that too and it borderd me also, specially because I could not blame it to "sloppy journalism": NUVO Magazine's founder & publisher is Pasquale Cusano, that Vancouver jeweler, who was Truaxe’s mentor and investor in Euoko Inc., owns 28 percent of Deciem and is, with Andrew Ross (ELC's executive vice president of strategy), Deciem's only current board member, according to the publication Women's Wear Daily Oct. 15, 2018. All other publications, wrote Truaxe was born Tehran - so I stuk with that. --87.170.206.30 (talk) 12:55, 18 June 2019 (UTC)

I also removed any mention of the non-compete agreements. They were entirely self-sourced, not clearly attributed to Indeed Labs, not confirmed by other sources, and they don't line up with the timeline (except to maybe explain why the company he started in 2013 didn't release a beauty product until 2016, which could be PR spin). Orville1974 (talk) 13:52, 18 June 2019 (UTC)

@Orville1974: To which two "inconsistencies" do you refer? I found so many... I became some what blinded and tried :-(

Prweb: Brandon Truaxe, founder and President of Canadian luxury skin care brand, Euoko, has entered into a definitive agreement to sell the brand for $72.1M, does this help? Thanks a lot for your help, Best regards. --87.170.192.188 (talk) 16:43, 18 June 2019 (UTC)

No. It's the sale of the software company, Schematte Corporation (for $400,000) that I can't find any other mention of. All the sources show is that both his prior businesses were dissolved for not filing returns a few years after Euoko was launched. Orville1974 (talk) 17:06, 18 June 2019 (UTC)

@Orville1974: No, also Orville. Sorry, if it is too complicated. The "sale price" of Schematte I saw nowhere mentioned! It's only mentioned that Truaxe invested $400,000 from his sold student project/software company into his luxury beauty company Euoko. Quote: "Indeed, the frenetic and driven 29-year-old is an enthusiastic, if unlikely, cosmetics impresario. He had a peripatetic childhood in Cyprus and Canada before launching several computer-related ventures. In his 20s, he sold his software company and invested $400,000 in Euoko." Later Euoko reverse-merged with VITA EQUITY INC. (from Pasquale Cusano, Vancouver jeweler) to EUOKO GROUP INC. (see: )

Your revision-comentar "and doesn't line up with the timeline (except to maybe explain why the company he started in 2013 didn't release a beauty product until 2016" is incorrect. Truaxe exited Indeed Labs in 2012 and signed a non-compete policy in facial skincare. Which means he couldn't do anything related to this for the next three years. Hence, why he created so many brands that were non-related to facial skincare under Deciem at first.

Truaxe launched Deciem 2013, as an umbrella beauty company for other brands/ as a multi-brand strategy with sub-brands. Each sub-brands with complete lines of products.

Deciem started out not with skincare brands but with other brands such as Fountain (beauty supplement in liquid form), Chemistry (state of the art hand care), Inhibitif (inhibits hair growth), Grow Gergoues (for hair growth and other hair serum), HIF (hair conditioning treatment) and AB Crew (a man brand with protein supplements and grooming products). ( Then the Hut Group acquired the Grow Gorgeous haircare brand, currently sold in Boots and Selfridges and which generates annual sales of between £10 million and £20 million.)

In April 2015 - once the non-compete agreement expired - he released the brand Hylamide, followed by the brand NIOD and WhiteRX (brightening care), all in the facial skincare category.

Then, in 2016, Truaxe launched the popular The Ordinary line, that line with unprecedentedly low prices and evidence-based ingredients. Again a line of products. Not a "a beauty product".

about the non-compete agreement:

*https://www.racked.com/2016/9/22/12993276/deciem-skincare-reddit

*https://www.msn.com/en-us/money/companies/deciem%E2%80%99s-brandon-truaxe-the-world%E2%80%99s-most-controversial-beauty-ceo-explained/ar-BBOas1X?li=BBnb7Kv&%2525252525252525253Bocid=U270DHP

*https://www.cosmeticsbusiness.com/news/article_page/How_to_launch_a_fastgrowing_cosmetics_company/119001

about the reverse merger:

*https://www.sec.gov/Archives/edgar/data/1125918/000106299310000879/form10q.htm

*https://www.sec.gov/Archives/edgar/data/1125918/000106299308001727/form10ksb.htm

*https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=11776918

Thank you so much for all your feedback, I really appreciate you taking the time to do so. --93.211.211.224 (talk) 07:10, 19 June 2019 (UTC)

Hi! I appreciate all the information. I understand exactly what you're saying, but what complicates the issue is that while you may know something to be true, there is no independent, third-party coverage of it. Everything in the sources you've presented comes directly from the article's subject or an individual related to the company. The sale of Schemmattte, for instance, is only mentioned as the result of an interview; the non-compete agreement was mentioned in an interview and in a post on the company's social media account. You have not provided independent, third-party sources that confirm those details, and without that confirmation the information is not suitable for inclusion in the article per WP:RS. Orville1974 (talk) 16:42, 19 June 2019 (UTC)

Puffery

I've left a note for the editor after I removed a lot of promotional language (changing IP addressed so I'm not sure they'll see it on their talk page(s), about their recent reintroduction of puffery, such as: "His formative professional experience happened around this time", with a note to refer to the guidance at WP:PEACOCK, and a caution that the draft is likely to be rejected by a reviewer if it isn't presented with a WP:NPV. Orville1974 (talk) 18:45, 15 June 2019 (UTC)

It is not puffery, it is a well sourced fact, with several solid references. For instance: "The inside story of how Deciem, the Abnormal Beauty Company, lived up to its name". Financial Post. 2018-11-30: "His formative professional experience happened around this time, when he had an internship in cosmetics and saw in the books how cheap the raw materials were, and how much of a product’s price went to marketing. His computer science background became a key skill in building his businesses." That internship was integral part for his professional career and all newspaper articles repeatedly focused on that internship. --87.170.193.122 (talk) 19:40, 15 June 2019 (UTC)

I see the recent change from "a Toronto-based skincare and cosmetics company," to "the Toronto-based skincare and cosmetics company." as another example of puffery, but at this point it seems we just have a difference of opinion (and mine is worth no more than yours), so when you're ready, inserting {{subst:submit}} at the top of the article will start the review process, moving the article another step closer to publication. You'll get more feedback from the reviewer, or the article will get published from there. Good luck and happy editing! Orville1974 (talk) 22:18, 15 June 2019 (UTC)

You are a little overzealous today, aren't you? BTW he founded 3 cosmetics companies. Nevertheless, thanks a lot for being patient and helping me improve. --93.211.221.79 (talk) 23:44, 15 June 2019 (UTC)

DECIEM links back to this page only

DECIEM as a company deserves it's own article, but cannot be created as "DECIEM" as a search term always leads to a sub-section of this article. --SpiritedMichelle (talk) 23:20, 25 March 2023 (UTC)