“Too good to be true” is just one way a LulaRoe “fashion consultant” describes what it was like dealing with the multi-level marketing (MLM) company in the new Prime Video docuseries, LulaRich. The four-part doc explains the rise and fall of LulaRoe, complete with interviews from husband-and-wife founders DeAnne Brady and Mark Stidham, as well as talks with former LulaRoe independent retailers and others. Directed by Jenner Furst and Julia Willoughby Nason, LulaRich examines how the company got so big—thanks to its crazy-soft, colorfully patterned leggings, LulaRoe was at one point worth $2 billion—and then ruined the people who’d invested their time and money to help them grow. “This company peddled #Girlboss," Nason said in a recent interview. “And all of that was totally a tool for commodifying and ultimately putting women in harm’s way in a patriarchal structure, and mirrors our society at large. There’s veiled misogyny in this company, about being a woman who can have it all—she can raise her kids and sell leggings from home.” The documentary walks viewers through LulaRoe’s dramatic timeline, which includes mounting lawsuits, retailer horror stories and the abrupt firing of all 167 employees at LulaRoe’s Corona, California warehouse in 2019—five days before Christmas. The series also touches on allegations that DeAnne and her sister were making money by encouraging retailers to get weight-loss surgery in Mexico and reveals how people claimed they were getting sick from improperly stored LulaRoe shipments that, as LulaRoe retailer Roberta Blevins puts it, looked moldy and smelled like “dead fart leggings.” Ready to sign on for more? We’ve got an irresistible offer for you below: Find out all about LulaRich and what happened to LulaRoe.
Is there a trailer for the LulaRich documentary?
Yes! The trailer is where viewers can see where Blevins mentions LulaRoe’s infamous “dead fart leggings." Plus, a Black woman who once sold for LulaRoe offers up a bluntly hilarious reason why she turned down the opportunity to go on a company cruise, and—perhaps in a telling moment—Stidham interrupts Brady to answer a question about women.
What is LulaRoe?
LulaRoe, according to their own website, is “creating freedom through fashion.” The company sells women’s apparel and offers anyone a chance to “join their family” by signing up for their MLM business. In fact, they don’t operate any brick-and-mortar LulaRoe stores, nor can you buy their merch on their website or via another online platform. LulaRoe apparel is only sold through “fashion retailers.” “Become a LuLaRoe retailer and combine your passion for fashion with a purpose for building a business,” they tease. “The magic of LuLaRoe is that it both empowers women to dress to their fullest potential and provides retailers the opportunity to turn their passion into a career.” However, at the very bottom of the “Our Story” page (in stark, black text that is different than the rest of the colorful, friendly page that precedes it) there’s some content that’s a bit more serious. “LuLaRoe does not guarantee or represent, directly or indirectly, that you will derive any income as a Retailer,” the text reads. In fact, the company says that any income discussed represents “exceptional results" and that “you should not expect to achieve similar results.”
How did LulaRoe get started?
DeAnne started the company in 2013 after sewing a skirt for her daughter, according to LulaRoe lore. The name LulaRoe comes from Deanna’s first three granddaughters: Lucy, Lola and Monroe.
Where is LulaRoe made?
LulaRoe’s corporate headquarters are located in Corona, California, but the clothing is made in Asia and Central America through an apparel company called MyDyer.
Is LulaRoe a pyramid scheme?
According to the state of Washington, yes. Washington law says that a pyramid scheme is one where a company “encourages recruitment as a driver of income” instead of retail sales. In February, LulaRoe settled a lawsuit filed against it in 2019 by the Washington State Attorney General’s Office by forking up $4.75 million dollars. “Every Washington retailer who lost money under LuLaRoe’s pyramid structure will receive restitution,” said state Attorney General Bob Ferguson. The settlement required LulaRoe to be clearer with people about what they’re getting involved with. An income disclosure statement on their website was also part of the settlement. The Washington lawsuit isn’t the only one. Over 50 lawsuits have been brought against LulaRoe since 2016.
Is LulaRoe a cult?
One word keeps coming up in regards to LulaRoe: cult. The more details revealed in LulaRich, the more LulaRoe starts to seem a little strange, starting with the Stidhams themselves. They have 14 children between them—and two of those kids are married to each other. That’s because one of their adopted daughters married one of their adopted sons. Many of their children are also heavily involved in the day-to-day operations of the business. But wait, there’s more! Although LulaRoe gives off outwardly feminist, pro-women appearances, the company’s ultimate goal is apparently to get their consultants’ husbands involved as well. Retailers say they were encouraged to “retire husbands” from their former jobs so that they would join LulaRoe and take over the business from their wives. Not only that, but some say Mark Stidham often injected Mormon principles into his speeches to their retailers. Women also say they were encouraged to get gastric bypass surgery–which DeAnne and her sister profited from. All of this contributed to an environment that seemed cultish, at least to the people who have left. Even the cruise meant to celebrate retailers gave off a cult-y vibe. “It was so cliquey, it was so cult-like, is the best way I can describe it,” said Katie Wills, a former retailer.
Is LulaRoe still in business?
Yes, and people can still sign up to be retailers. However, be aware that in 2020, over half of those retailers made less than $5,000 on sales, according to LulaRoe’s income disclosure statement.
How did LulaRich get interviews with the LulaRoe founders?
Furst and Nason were upfront with the Stidhams about their intentions. “I think our pitch to Mark and DeAnne was, ‘We’re making this story one way or another,’” said Furst earlier this year. “‘We’re making this film. Then we come to very big events; you can either tell us your side of the story or you can leave that to others to tell.’” The two directors say that they truly wanted to tell “real, authentic stories,” so they allowed the Stidhams to discuss their upbringing and how the company grew. The one time Mark cried was when he remembered that his father was offered $400 to work in a coal mine. They say that hearing the backstory of the LulaRoe founders provides insight into the kind of company they helm and why they view wealth as somewhat of a “higher power.”
What does LulaRoe say about the documentary?
LulaRoe is officially keeping quiet so far, but the company’s current retailers seem to be set on giving LulaRich one-star reviews wherever they can. “This is just more cult stuff,” Blevinssaid on Instagramover the weekend.
Is the LulaRich documentary on Netflix?
How to watch LulaRich
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