Watch LuLaRich

LuLaRich is a four-part documentary series that premiered on Amazon Prime Video in 2021. It takes a deep dive into the infamous multi-level marketing company called LuLaRoe, which became a cultural phenomenon in the United States during the 2010s. The show brings together interviews with former and current employees of the company, as well as customers and critics, to reveal the rise and fall of this controversial enterprise.

The series begins with the founders of LuLaRoe, DeAnne Brady and her husband Mark Stidham, explaining their vision to create a clothing company that would empower women and provide them with the opportunity to make a living from home. They designed colorful and comfortable clothes that were marketed through a direct sales model, where independent consultants or "sellers" would purchase inventory from LuLaRoe and then sell it to their network of friends, family, and acquaintances. The more they sold, the more they earned, with promises of unlimited earning potential and financial freedom.

The documentary then delves into the experiences of some of the consultants who joined the LuLaRoe bandwagon in its early days. They describe the excitement and camaraderie of attending training sessions and conventions, where they were consistently told that they could achieve their dreams if they just worked hard enough. They also share stories of how they became consumed by the pressure to purchase and sell more and more LuLaRoe products, often taking on large amounts of debt and feeling isolated from their families and friends.

As the show progresses, it becomes clear that LuLaRoe's success was not just due to its unique clothing designs or innovative business model. The company had a cult-like culture that discouraged criticism or dissent and encouraged its sellers to adopt a "fake-it-till-you-make-it" mentality. They were encouraged to create a facade of success, even if they were struggling financially or emotionally. These practices led to a sense of betrayal and disillusionment for many consultants who believed they had joined a company that valued them and their contributions.

The documentary also highlights some of the ethical and legal concerns surrounding LuLaRoe, including allegations of being a pyramid scheme and false advertising. The Federal Trade Commission (FTC) launched an investigation into the company's business practices in 2017, which led to a settlement in 2020 that required LuLaRoe to pay $4.75 million in fines. Additionally, the company faced multiple lawsuits from former consultants who claimed they lost money by participating in the business.

Throughout the series, LuLaRich presents a range of perspectives from people who were involved with the company, including those who continue to defend it and those who feel betrayed by it. The show also features archival footage and social media posts that capture the cultural impact of LuLaRoe, including the lively social media groups and parties that were part of the company's marketing strategy.

Overall, LuLaRich is a fascinating exploration of a company that promised women financial freedom and empowerment, but ultimately left many of them disillusioned and financially burdened. Through its compelling storytelling and interviews, the series sheds light on the shadowy world of multi-level marketing and the potential dangers of believing in too-good-to-be-true promises of success. It is a cautionary tale that highlights the importance of consumer protection policies and the need for transparency in business practices.

LuLaRich is a series that ran for 1 seasons (4 episodes) between September 10, 2021 and on Amazon Prime Video