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That's why I decided not to hire anyone who has ever worked in beauty before. There's no point in hiring people experienced in scams. He branded Deciem as the "Abnormal Beauty Company" with the goal of making medical-grade products that work and don't cost a fortune. He said, 'Brandon, I'm being honest; this job is a stepping stone for me. I've never wanted to be in the beauty business. As it stands, Canadian sales account for a measly one per cent of Deciem's business.

Characteristically, Truaxe isn't afraid to call out a few groups that he believes hinder the progress of homegrown beauty startups.

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The British media lick the floor when Deciem has something new. But here, my God! The last time I walked through the Rogers Media building I said, 'This is the last time I am going to either enter or exit this building.

Despite the company's success and growth potential, Truaxe hasn't found much support from the government either. They haven't guaranteed or insured a single receivable. I don't even understand what they do. People don't realize how useless these organizations are. Tuaxe's vision for Deciem over the next five years is more focused on brand building than raking in the dough: It just doesn't excite me. That's the only reason we can do this.

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He also aims to have 60 stores globally, inch Canadian business closer to 10 per cent of total sales and up the roster from about to 2, products. People assume it's a scam, but the world evolves and things get better and better, and one day planes do fly. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way.

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Published December 10, Updated March 22, Story continues below advertisement. Follow us on Twitter globeandmail Opens in a new window. Report an error Editorial code of conduct.

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Show comments. Log in Subscribe to comment Why do I need to subscribe? Frustrated because of the lack of colours that would shoot well with photography; their aim was to develop a studio line makeup line that would fulfill their professional needs. The two entrepreneurs cooked up the cosmetics in their kitchen and sold them from the hair salon.

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Their first customers: With every colour, and every magazine credit, word-of-mouth popularity grew. In March , the duo officially launched the line from a single counter in a department store in Toronto. It was staffed with professional makeup artists, an industry innovation. Package-wise, it stood out too: Everything came in black pots rather than compacts.

The company took the industry by storm, offering a wide range of products that managed to blend street savvy with glamorous style and panache. Adding to the image was a touch of outrageousness.