The cover image for the new Amazon Prime documentary series “LuLaRich” features a woman with her hands raised up as though she is praying or giving praise. The series’ subject matter isn’t overtly religious, however. It’s about leggings.
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Or, to be more specific, the sale of leggings. “LuLaRich” documents the conception and meteoric rise of LuLaRoe, a direct-sales or multilevel marketing (MLM) company that generated massive profits for its owners and brought many thousands of people, mostly women, onboard to sell colorful leggings and other clothing to women in their own social networks.
At the heart of the story are attitudes about work, gender and the American Dream. But another, less remarked upon part of the saga of LuLaRoe and other MLMs is their place in recent American religious history and, in particular, the way this company has tapped into the culture of the Church of Jesus Christ of Latter-day Saints (LDS) to build its own power.
Very early on we learn that LuLaRoe’s founders, Mark and DeAnne Stidham, are LDS members. Although the company was secular, the founders’ religious identity was also central to its operation. One sales person describes a company retreat where “Mark began quoting the Book of Mormon.” Both Stidhams grew up in Utah and later moved to Southern California. Utah is seeding ground for MLMs, with more per capita than any other state. Understanding the history of Mormons in America is essential for understanding the appeal of MLMs to Mormon women today.
In the mid-19th century, Latter-day Saints traveled west to escape religious persecution and gain independence. Converts gathered together and built communities — often insular communities, sometimes growing at an alarming rate in the eyes of others nearby. Sometimes they chose to leave their homes in the east, while other times they were pushed out by state-sponsored expulsion. Cloistered spiritually and economically, a fear of difference led some to question whether Mormonism was a religion at all, while others feared Mormons’ economic and political power. Those fears converged violently. After their prophet, Joseph Smith, was killed in 1844 in Illinois, the Saints chose to leave the area and colonize Native American land in the West, in what became Utah territory. Forged in a kind of exile, Latter-day Saints were always community builders.
LDS women of the 19th century were often required to care for their families alone while husbands were away on missions. Some were in polygamous marriages with absentee husbands or husbands with attentions stretched thin, and so women did a lot for themselves. Some LDS women, especially those with absentee husbands, managed farms and families alone. Home industry — selling straw hats, oil cloths and homespun material — became a significant part of the economy in Utah, helping the LDS community become independent from outside influences in the latter half of the 19th century. LDS women found community together and supported one another economically.
After the Mormon practice of polygamy ended, the emphasis on family endured. While women were encouraged to get an education, it was never supposed to come at the expense of family.
For example, future LDS president David O. McKay first invoked a phrase from the essayist J.E. McCulloch in 1935: “No other success will ever compensate for failure in the home.” While this clearly meant fealty to the domestic sphere and one’s children, prioritizing family could take a variety of forms — including work outside the home under certain circ*mstances. In the late 1930s, prioritizing family for my grandmother meant leaving an alcoholic husband, attending her aunt’s beauty school and moving to a different state to work at a salon while her children were in school.
McKay repeated the phrase in 1965 as church president, as did many other LDS leaders in the 1960s. It became nearly ubiquitous in Mormon culture by century’s end, creating an ideal that endures today. While the gap between Mormon women and other American women working outside the home disappeared by 1970, LDS culture still tended to center women’s domestic roles. For some LDS women, even if they did work outside the home, they felt the impulse to present themselves as wives and mothers first.
By the late 20th century, the single-income, two-parent household had become increasingly untenable for most Americans, as wages stagnated and the cost of living skyrocketed. This made seeking additional income increasingly necessary — but put LDS women in a complex situation. Women like DeAnne Stidham grew up with elements of LDS culture combined with particular familial ideas that taught them that work outside the home was what men do — women’s roles were to support men. They wanted to, and were expected to, stay home with children and remain in the domestic sphere. But there were new pressures to contribute to the family income.
Founded in 2013, LuLaRoe was built on these ideas and has emphasized the centrality of family to its identity in its public materials. In the documentary, Mark Stidham says, “If you want to create incredible wealth, identify an underutilized resource. And you know what, there is an underutilized resource of stay-at-home moms, and they have chosen to be a mother. And if you make that choice, you are penalized in the country right now.” The company appeared to offer a way to do both, promising full-time income on part-time work that could be done from home.
It was also work that was done in community, tapping into well-established strains in LDS culture. MLMs ask participants to sell to their communities, at house parties or via social media. To make money as part of an MLM, a person must recruit new salespeople, typically from one’s own social network. Friends and family felt an impulse to help. Participants commented that LuLaRoe initially felt communal rather than competitive. If any of these young mothers felt the angst that Betty Friedan described of being alone with children, LuLaRoe gave them community. Weekly calls to incentivize sales ensured salespeople knew they were not alone, and they had responsibilities to the community.
Companies like LuLaRoe also tapped into a religious emphasis on self-reliance. The LDS church has long focused on both spiritual and economic independence, believing that one can better serve others when their own needs are met. Today, the church publishes handbooks to help individuals become more self-reliant and often offers local classes focusing on topics such as avoiding debt, increasing education and tracking family finances.
Materialism, though, may be “a seductive distortion of self-reliance,” in the words of the current first counselor in the LDS First Presidency, Dallin H. Oaks, who recently published pointed remarks condemning “speculative proposals of various get-rich-quick artists.” For Oaks, taking the virtue of “providing for one’s own” can be corrupted with excessive focus on “accumulating treasures of the earth.”
While almost no one who participates in an MLM makes any money, the allure of being able to make money while fulfilling one’s familial role as a wife and mother, in an age when few families can enjoy middle-class status with just one income, has enduring appeal for LDS women and women nationwide. But while many have noted the elements of Mormon culture that seem to enable and encourage some of these companies for different reasons, LuLaRoe is at once totally steeped in Mormon culture and the very thing that current LDS leaders warn against.
FAQs
Very early on we learn that LuLaRoe's founders, Mark and DeAnne Stidham, are LDS members. Although the company was secular, the founders' religious identity was also central to its operation.
What is the story behind LuLaRoe? ›
LuLaRoe was incorporated on May 1, 2013. The company's name was derived by combining the names of Brady's first three granddaughters; Lucy, Lola, and Monroe. In 2014, LuLaRoe added skirts and dresses to its product line.
Why are so many Mlms in Utah? ›
Driggs said Utah has high MLM activity because Utah has less government intervention and regulation than many areas. This makes it easy for Utahns to start small businesses and grow them.
Is LulaRich a true story? ›
One of the more prominent multi-level marketing schemes of the past decade was apparel company LulaRoe, which started out recruiting women to sell patterned leggings and morphed into a disaster big enough to be the subject of LulaRich, a docuseries from the creators of Hulu's Fyre Fraud.
Is LuLaRoe still being sued? ›
LuLaRoe was resolved to pay $4.75 million in 2021 to about 3,000 consultants based in Washington who were deceived by the business practices. “LuLaRoe tricked Washingtonians into buying into its pyramid scheme with deceptive claims and false promises,” Attorney General Bob Ferguson said in a statement.
How many MLM companies are owned by Mormons? ›
At least eight Utah MLM companies were founded by Mormons, showing the close connection between members of the LDS faith and this type of business.
What is going on with LuLaRoe now? ›
LuLaRoe settled with the state in February 2021 for 4.75 million dollars. Today, the company remains in business, although according to the docuseries, many “LuLa-famous” independent retailers have closed up shop.
How many people lost money with LuLaRoe? ›
Ferguson said of the case: “LuLaRoe tricked Washingtonians into buying into its pyramid scheme with deceptive claims and false promises. As a result, thousands lost money and two individuals made millions from their scheme.
When did LuLaRoe shut down? ›
The short answer: Yes, LulaRoe is still around in 2021. If you take a quick glance at their social media accounts and website, it appears that everything is carrying on as normal.
Which state has the most MLM? ›
Per capita, Utah has more MLMs than any other state. “It must have something to do with the way LDS culture works in the valley,” said Ann Dalton, CEO of the beauty product direct-seller Perfectly Posh, from her Salt Lake City office.
Download Table Data
| State | Mormon Population | Mormon % |
|---|
| Utah | 2,126,216 | 62.12% |
| California | 756,507 | 1.94% |
| Idaho | 462,069 | 23.41% |
| Arizona | 436,521 | 5.86% |
47 more rowsMulti-level marketing is a lawful and legitimate business method that uses a network of independent representatives to sell consumer products. Compensation must primarily be based on the sale of products and services to the ultimate consumer.
Is LuLaRoe out of jail? ›
Brazil's former president Lula walks free from prison after supreme court ruling.
Did LuLaRoe copy Lululemon? ›
Is LulaRoe the same as lululemon? LulaRoe and lululemon are NOT the same company. In fact, they have two radically different business models. Practically the only thing that these brands have in common is the “L's” in their names and the fact that they sell leggings.
Do any of the sister wives sell LuLaRoe? ›
Over the years, Meri and fellow sister wife Christine Brown have given fans a look into their closets by promoting LuLaRoe on Instagram. The TLC stars - who were both married to Kody Brown- regularly model clothes from the company and promote it by using hashtags.
How many LuLaRoe retailers are left? ›
That means that despite the deluge of bad press, lawsuits, and former retailers consistently trash-talking the company online, there are still approximately 18,000 women and men who sell LuLaRoe.
Does anyone sell LuLaRoe anymore? ›
Yes. They are still attempting to make their business work in a more positive light. As of May 2022, LuLaRoe has managed to get its rating up to a “C” by the BBB. The tale of the rise and fall of LuLaRoe was so interesting for many people that two documentaries have been made.
How much does it cost to buy in LuLaRoe? ›
Getting started is easy! To start your business, complete the online registration and make your initial purchase of $499 for 33 pieces of select styles (retail sales value of $1,228). Once complete, an onboarding team member will contact you to help choose your items!
Is JetBlue owned by Mormons? ›
From JetBlue to Marriott to Dell, these businesses have all been led by members of The Church of Jesus Christ of Latter-day Saints. JetBlue founder David Neeleman said that his Mormon faith impacts how he does business.
Does the Mormon church own the Pepsi company? ›
The Mormon Church does not own Pepsi. PepsiCo, Inc owns Pepsi. The Church of Jesus Christ of Latter-Day Saints is a non-profit organization that must submit annual financial reports.
No, the Mormon church does not own the Coca-cola company. co*ke is a big company and, thus, too big to be owned by a single person or entity. Over 1,400 different groups and individuals own 64% of the shares of Coca-cola company.
How successful is LuLaRoe? ›
According to The Wall Street Journal, LuLaRoe grew to a business generating $2.3 billion in retail sales in the span of four years thanks to its ever-increasing team of “retailers” who were mostly mothers seduced by the promise of financial success that could be reaped by buying and selling LuLaRoe merchandise from the ...
Do people make money with LuLaRoe? ›
So to be fair, it is possible to make money with LuLaRoe and, depending on the articles you sell, you'll profit anywhere from 100 percent to 110 percent on each sale.
What is the MyDyer vs LuLaRoe lawsuit? ›
MyDyer, the company's leading supplier, sued LuLaRoe in 2018 over $49 million in unpaid invoices. The suit alleges that the Stidhams hid money and assets through shell companies and that Mark Stidham threatened to flee with his wife to the Bahamas.
Is LuLaRoe in debt? ›
LuLaRoe is facing mounting debt, layoffs, and an exodus of top sellers, and sources say the $2.3 billion legging empire could be imploding. The letter F. An envelope. It indicates the ability to send an email.
What is the documentary on Netflix about LuLaRoe? ›
Experts in the documentary reflect on how LuLaRoe seduced thousands of recruits, some of whom ended up risking their homes, their bank accounts, and their relationships with close family and friends - all in an effort to be their own boss by selling LuLaRoe leggings.
What went wrong with LuLaRoe? ›
Now, the company, plagued by lawsuits, has been accused of running an illegal pyramid scheme, among other allegations. It has also been accused of cult-like behavior by its former retailers and selling faulty products.
Do people still sell LuLaRoe leggings? ›
Is LuLaRoe still in business? They are! You can still find LuLaRoe consultants sharing and selling!
What styles is LuLaRoe retiring? ›
What styles are being discontinued?
- Bud (click HERE to read more about the Bud)
- Gigi-a form fitted shirt.
- Harvey-a denim jacket.
- Jaxon-a denim jacket.
- Joy (click HERE to read more about the Joy)
- Kenny (click HERE to read more about the Kenny)
- Lindsay-a layering piece.
- Michael (click HERE to read more about the Michael)
Most people who join legitimate MLMs make little or no money. Some of them lose money. In some cases, people believe they've joined a legitimate MLM, but it turns out to be an illegal pyramid scheme that steals everything they invest and leaves them deeply in debt.
Alibaba Cloud is the fastest growing network marketing company due to its innovative approach to the industry. The company offers a wide range of services, from cloud computing to e-commerce, that can help businesses of all sizes grow and succeed.
How much of Utah is owned by LDS? ›
Utah-based faith has at least 1.7M acres valued at $16B, making it the nation's fifth largest private landowner.
What is the number one Mormon state? ›
The state with the most Mormons is Utah, with a total Mormon population of 2,161,526. The second state with the highest Mormon population is California, with a total of 734,989 mormons.
What percent of Alaska is Mormon? ›
Mormons by State
| State | % of adults (2014) | Total State Sample |
|---|
| Alabama | 1% | 511 |
| Alaska | 5% | 310 |
| Arizona | 5% | 653 |
| Arkansas | 1% | 311 |
47 more rowsUnited Sciences of America, Inc. filed for bankruptcy in 1987 after the company's pyramid scheme fell apart. It is one of the most famous pyramid scheme companies in US history.
Why is Mary Kay not a pyramid scheme? ›
Why is MaryKay not Considered a Pyramid Scheme? Even though the Mary Kay Company does play some emphasis on recruiting, they place more of an emphasis on selling their products which is the hallmark of a legitimate MLM.
Is Primerica a pyramid? ›
No, Primerica is not a pyramid scheme.
Where are LuLaRoe leggings made? ›
It's also 92% Polyester and 8% Spandex – made in China. The only one small difference I found was the elastic and extra material on the waist band. The Lularoe has a very small elastic waistband with a 2 inch separated waist seam of material. The Viv Collection Leggings have a 1/2 inch elastic waistband.
What is a LuLaRoe takeover? ›
Right now the majority of retailers participate in “Takeovers”, where they go to another retailer's store and do a Facebook Live sale where you sell other retailer's inventory. Then, whatever you sell, you purchase at wholesale from that retailer.
Where is Lularich now? ›
She currently hosts a podcast called Life After MLM, and she recently did an entire series called LuLaBitch on her experience with the company. She also shares more BTS LuLaRoe stories on TikTok.
Very early on we learn that LuLaRoe's founders, Mark and DeAnne Stidham, are LDS members. Although the company was secular, the founders' religious identity was also central to its operation.
What did lululemon used to be called? ›
What started as a design studio by day and yoga studio by night soon became a standalone store in November of 2000 on West 4th Avenue in Vancouver's Kitsilano neighbourhood.
What is the most bought thing from lululemon? ›
What Is lululemon's Most Popular Item? Workout Leggings! lululemon is known for selling the best leggings.
How much should I sell my LuLaRoe leggings for? ›
Direct Sales
This places most products in the $35–$65 range, with many falling closer to $35. The exception, of course, is the signature legging, which typically sells for $25.
How much did LuLaRoe pay in lawsuit? ›
A win for the leggings sellers
LuLaRoe was resolved to pay $4.75 million in 2021 to about 3,000 consultants based in Washington who were deceived by the business practices.
Did Kody and Janelle split? ›
Sister Wives' Janelle Brown is learning to stand on her own two feet after splitting from Kody Brown in 2022. Janelle and Kody spiritually wed in 1993, three years after the Wyoming native married first wife Meri Brown. In 1994, Christine Brown joined their family, and Robyn Brown rounded out the plural brood in 2010.
Is Mark Stidham LDS? ›
It notes that the husband-and-wife team of DeAnne and Mark Stidham (president and CEO, respectively) are Latter-day Saints and that many in the army of women who sold the company's colorful leggings and maxi skirts were members of The Church of Jesus Christ of Latter-day Saints too.
Is LuLaRoe affiliated with Lululemon? ›
LulaRoe and lululemon are NOT the same company. In fact, they have two radically different business models. Practically the only thing that these brands have in common is the “L's” in their names and the fact that they sell leggings.
What is MLM Mormon? ›
The Church of Jesus Christ of Latter-day Saints is expanding by using a business model they call multi-tiered marketing. The genius of this approach is that the church is providing a series of goods and services that they sell to investors.
Is Chick Fil A Mormon owned company? ›
Truett Cathy was a devout Southern Baptist; his religious beliefs had a major impact on the company. The company's official statement of corporate purpose says that the business exists "To glorify God by being a faithful steward of all that is entrusted to us.
Of the 30 companies that comprise the Dow Jones Industrial Average, Coca-Cola is the only one Ensign Peak Advisors did not invest in. The fund didn't own stock in soda makers PepsiCo or Keurig Dr Pepper, either. Caffeinated sodas are not part of the church's health code, known as the Word of Wisdom.
Is the LDS Church liberal? ›
A 2012 Pew Center survey on Religion and Public Life indicates that 74 percent of U.S. Latter-day Saints lean towards the Republican Party. Some liberal members have stated that they feel that they have to defend their worthiness due to political differences.
Which is the largest LDS Church of USA? ›
The Salt Lake Temple is a temple of the Church of Jesus Christ of Latter-day Saints on Temple Square in Salt Lake City, Utah, United States. At 253,015 square feet (23,505.9 m2), it is the largest Latter-day Saint temple by floor area.
What billionaire resigned from the Mormon Church? ›
A billionaire from Utah, Jeff T. Green, said he was resigning this week from the Church of Jesus Christ of Latter-day Saints in an unusually high-profile rebuke of the church's wealth and position on social issues.
What religion is most similar to LDS? ›
Islam and Mormonism have been compared to one another since the earliest origins of the latter in the nineteenth century, sometimes by detractors of one or both religions, but also at least once by Joseph Smith, founder of the Latter Day Saint movement, himself.
Why did the LDS Church stop practicing polygamy? ›
The Manifesto
In 1890, church president Wilford Woodruff, fearful that the continuation of the practice of plural marriage would lead to the destruction of all Mormon temples, announced an end to official support for polygamy.
What is the difference between LDS and Mormon? ›
Church of Jesus Christ of Latter-day Saints (LDS), also called Mormonism, church that traces its origins to a religion founded by Joseph Smith in the United States in 1830.
