Photo: Courtesy of Deciem.
The first sign of something out of the ordinary came on January 24, when a visibly emotional Truaxe posted a video of himself speaking directly to the camera, telling followers that he had trouble sleeping the night before because he couldn't stop thinking about the "beautiful emotions and comments" they had shared on a previous post. "You shared those beautiful emotions because that post wasn't from a business to consumers, that post was from a human to other humans." He went on to say that he had "canceled" all of the company's marketing plans and strategies, and would be communicating personally on its social channels going forward.
Despite the controversial business dealings, some of Deciem's followers are pleased with Truaxe's radical, raw transparency, applauding him for being "honest" and "real." And as for those who aren't? Truaxe made his stance on that very clear in a video posted a few days ago. "From now on, we're going to be deleting any negative comments, unless it's constructive and useful criticism," he told the camera. "Despite my respect for you, you continue to be disrespectful on this account, so let me just remind you kindly that I've never deleted a post before because I wanted to be respectful to you but now I'm going to start changing things because I founded Deciem, so our social account is actually my property."
The conversation sparked alarm that he was implying that the commenter use an upcoming skin-bleaching product to lighten her dark complexion. After hundreds of comments imploring Truaxe to apologize and explain himself, he responded in the caption of a photo that shows him outstretching his hand toward the horns of an antelope. "Please don't worry. I'm peaceful and will do all that needs to be done to make DECIEM stronger. Side note: NIOD's upcoming Modulating Glucosides calms things down and does not 'bleach' the skin. I'm sorry that I may have caused confusion about its function."