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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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

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