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 The Abnormal Beauty Company. DECIEM functioned as an umbrella company for more than 10 other brands. In April 2013, DECIEM debuted its first brand, Inhibitif, followed by The Chemistry Brand, Fountain and Grow Gorgeous. During the period of his non-compete clauses, he created the anti-aging hand cream for The Chemistry Brand. It was an instant bestseller when it launched, partly because people were using it on their faces