This week's Instagram video, signaling the end of Deciem, provoked a frenzy among many of the company's customers who wanted to know if their favorite products would remain available. Many of the company's stores in New York were closed on Tuesday afternoon and its website indicated that almost all of its stores worldwide had been closed, including ten locations in Canada and four in the United Kingdom (only three stores in Mexico City were closed closed.)

Mr. Truaxe's unusual behavior in public began at the end of January, when he posted a video on Deciem's ​​Instagram account saying that he canceled the company's marketing plans. "From now on, I will communicate personally with you," he said. This was followed by a number of other strange videos: in one, Mr. Truaxe changed his title, CEO He announced in another message that Deciem would break his relationship with Tijion Esho, a famous doctor in cosmetics who always promoted the products for the care of the lips which he had put at the market with the company when the news of this post had been announced.

A few weeks later, co-CEO of Deciem Nicola Kilner left the company, the first major internal break that may be related to the erratic publication of Mr. Truaxe. (Ms. Kilner later told Elle that she had quarreled with Mr. Truaxe about Mr. Esho's announcement and, a few days later, was briefed by Human Resources that she was no longer part of society.)

After a chaotic series of news triggered by Mr. Truaxe's messages earlier in the year, Deciem seemed to have regained some stability at this week. In July, Ms. Kilner, widely perceived as a soothing influence, confirmed to Racked that she had joined the company.

Although Deciem had at least a dozen product lines, The Ordinary was its most popular brand. While many skincare products come in the form of pre-made serums and cocktails, The Ordinary has earned the loyalty of followers by offering simpler solutions, such as its famous range of acids. Customers were encouraged to experiment with ingredients in order to design appropriate diagrams, a practice that helped motivate discussions on the brand's social networks.

On Tuesday, this conversation was mingling with alarm and bargain when fans were discussing the issue. news and wondered if the products would remain available. Customers exchanged rumors in a private Facebook group with more than 57,000 members, while others flocked to an Instagram fan account to discuss the option of ordering products online. (For the most part, Tuesday afternoon, they could have done so, although it's not clear if the products would be delivered.)

On Twitter, many users have reported being to make purchases, even as they did not know if the company would continue to exist. Others wondered if this whole debacle was a false alarm or perhaps a fraudulent form of unintelligible marketing.