Ep 3. Blow Up

LuLaRich is a docuseries that explores the controversial and infamous multi-level marketing company LuLaRoe and the mesmerizing journey of its co-founders DeAnne and Mark Stidham. In season 1, episode 3 titled Blow Up, we see the story of how the explosive growth of LuLaRoe, which started as a small family business, made it onto the front page of newspapers for all the wrong reasons.

The episode gives an insight into how DeAnne and Mark Stidham started LuLaRoe with the aim of creating comfortable and trendy clothing for women of all shapes and sizes. As the brand gained popularity, DeAnne and Mark saw the potential of using a multi-level marketing model to expand their reach and grow their business. They started recruiting thousands of independent consultants who then sold LuLaRoe products through in-home pop-up parties and social media.

The success of LuLaRoe seemed unstoppable, and the company was on track to reach its target of $2 billion in annual sales. However, in the summer of 2017, the company started facing issues. Many of its customers and consultants were reporting quality issues with the products they received, and as a result, the company started facing a lot of negative publicity.

The episode takes the viewers through the events that led to the company's downfall. We see interviews with several former consultants who share their stories of how they were lured into the company with misleading promises of success. They talk about the immense pressure they faced to meet their sales targets and how the quality of the products kept deteriorating.

Blow Up also highlights the impact of social media on LuLaRoe's growth. At the time, many influencers on social media were promoting the brand, and it was one of the most-searched-for apparel brands on Google. The episode explores how the company's Instagram page and Facebook groups created a cult-like following for its products, making it difficult for consultants to leave the company even after they realized they were losing money.

As the episode progresses, we see how LuLaRoe's response to the quality issues only made things worse. The company refused to take responsibility for the poor quality of its products, leading to multiple lawsuits. We also see the impact of DeAnne Stidham's personality cult on the company's culture, with consultants sharing stories of how they blindly followed her and how she promoted an unhealthy work-life balance.

Blow Up is a telling example of how MLMs can manipulate people into believing their version of the truth. It showcases the dangers of a business model that relies on the recruitment of new members instead of the sales of actual products. The episode gives an insight into how the unchecked greed and ambition of the company's founders led to the exploitation of thousands of people who invested their money, time, and energy into it.

In conclusion, LuLaRich season 1 episode 3 is a must-watch for anyone who wants to understand the workings of multi-level marketing companies and how they prey on people's hopes and dreams. The episode is a cautionary tale about the dangers of chasing the quick buck and the importance of doing proper research before investing in any business opportunity. Blow Up is a vital part of the LuLaRich docuseries and sets up an engaging and thought-provoking narrative for the rest of the season.