Agenda-setting intelligence, analysis and advice for the global fashion community.

How Tursian Builds Off Deciem Founder’s Legacy

Years after Brandon Truaxe, the trailblazing beauty founder, passed away, his partner Riyadh Swedaan has launched a skincare collection in his name.

A tiled assortment of Tursian moisturiser jars, which are square. — Each product is emblazoned with a monogram T that appears to have a slice removed. "Brandon is the missing piece," founder Swedaan said. (Tursian)

Brennan Kilbane

22 May 2025

BoF PROFESSIONAL

On the surface, there is very little that seems sentimental about Tursian, a new-to-market skincare brand that sells, among other things, a tube of Y-3 Youth Restore Serum Concentrate for the matter-of-fact price of $300. Perhaps that’s an advantage in the current beauty market, with customers increasingly choosing

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How Deciem Turned an Accidental Hit Into a Goldmine

With no advertising, PR or e-commerce, the store in London’s Soho is fast-becoming a cult classic. The brand is weighing how to expand without losing its magic.

The Deciem Effect: Inside the Beauty Brand Factory

Deciem, Be for Beauty and Memebox are rewriting the rules for building a beauty company today, amassing portfolios of in-house brands that are radically transparent, fast and cheap.

Deciem Shuts Down Brands

The Ordinary owner announced it will close HIF, Hylamide, Abnomaly and The Chemistry Brand in an Instagram post.

About the author

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

In This Article

Topics

Beauty:Skin Care

Organisations

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

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The Impact of War on Fashion’s Supply Chain

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