Brandon Truaxe (born Ali Roshan; 19 June 1978 in Tehran – 20 January 2019 in Toronto), was an Iranian-Canadian computer scientist and cosmetics entrepreneur known as the founder of Toronto-based beauty company DECIEM. He became known for launching 10 cosmetic brands at once and then for being the brain behind the brand The Ordinary with clinical formulations at modest price points - manufacturing everything in-house. In 2012, Truaxe founded DECIEM... see more