Entertainment
By: Mariah Johnson
Updated: Sep. 17, 2021
Originally Published: Sep. 15, 2021
I was completely hooked on LuLaRoe. Those leggings were the most comfortable clothing I had ever worn. Before I finally let go, I had amassed around 30 pairs of leggings, along with various other items, spending nearly $2000 in total. Now? Most of it is gone; I donated almost everything except for a few pieces. A woman in her 30s really doesn’t need to sport leggings decorated with milkshakes.
Back in 2017, the downfall of LuLaRoe and their “buttery soft” leggings was the talk of the town. With major quality control issues—leggings tearing like wet tissue, moldy stock, and some designs resembling inappropriate shapes—people began to realize the brand’s decline was imminent. Buy, Sell, Trade groups quickly transformed into GOBO (going-out-of-business) hubs where consultants were offloading their stock at a loss just to recover their expenses. It was a monumental disaster, and while witnessing a pyramid scheme collapse was intriguing, it was also heartbreaking, especially for the lower-tier consultants who found themselves deeper in debt than when they began.
Amazon Prime Video has released ‘LuLaRich,’ a four-part docuseries diving deep into the origins of the company and how their success led to their downfall. As a former LuLaRoe enthusiast, I had to check it out. Let me tell you, it was quite the experience. Here are my takeaways from the viewing.
Deanne and Mark Stidham Are Outrageous
These two are like the Mormon version of Jim and Tammy Faye Bakker, complete with Deanne’s heavily made-up eyes. It’s commendable that they chose to share their perspective, but the revelations were jaw-dropping. The Stidhams have a quirky family setup with around 14 kids, not including in-laws. One of Deanne’s sons (who I think is adopted) is married to one of their adopted daughters? My mind went blank when I heard that—what even is going on?
Despite the bizarre family dynamics, Deanne and Mark Stidham are perplexing. It’s tough to tell if they’re genuinely eccentric or just playing into a certain persona. Regardless, it’s hard to process what you’re witnessing when they’re on-screen. It’s amusing until the narrative shifts to the darker aspects of LuLaRoe, where they morph into unsavory characters, leaving you with emotional whiplash.
The Fashion Was Always an Eyesore
Looking back at the clothing from ads and seeing them in consultants’ homes made me realize how truly hideous the designs were. They interviewed one designer who admitted they often just improvised. By 2017, with soaring demand for new designs, they were hastily throwing patterns onto fabric to meet quotas. So, those awkward designs that resembled inappropriate shapes were a result of rushed production. Footage from their conventions revealed a frightening sea of women in clashing prints, all looking eerily similar.
A Cult-Like Atmosphere
One former consultant bluntly states in the third episode what had been evident all along: LuLaRoe functions like a cult. Deanne and Mark pitched LuLaRoe as a way to build community and family, while simultaneously making sellers invest in the business (hello, pyramid scheme). This model exploited vulnerable women seeking both connection and the ability to care for their families—an appealing prospect for many mothers featured in the series.
However, it runs deeper. Top sellers faced significant expectations from Deanne and Mark, extending beyond sales goals. They were pressured to embody the LuLaRoe lifestyle, from dressing exclusively in the brand to maintaining a specific appearance. Deanne even facilitated questionable weight loss surgeries for consultants. One consultant recounted being bombarded with text messages from Deanne urging her to undergo the surgery. Ultimately, she declined, only to be brushed aside by Deanne.
A standout story came from a top seller, who is Black, and began working at the home office before transitioning into sales. She recounted how she wore Chanel to work only to be told by Deanne to change into leggings. She was also invited to a company cruise for top sellers, but remarked it was “too many white people” for her, which is understandable. It’s ironic that as a Black woman selling a brand steeped in white culture, she had to establish her boundaries.
No Sympathy for the Stidhams
The consultants were sold an unrealistic dream, and it’s genuinely unfortunate, especially for those who reached the business’s pinnacle only to be let down. The financial strain led to divorces, breaking up families.
This contradicted everything Deanne and Mark had envisioned for LuLaRoe. They pushed messaging that encouraged husbands to take charge, despite these women pouring their efforts into building the business. The Stidhams, being Mormons, held traditional views about gender roles, expecting women to eventually cede control to their husbands even after achieving success. Seriously, what man wants to run a business selling unicorn-adorned leggings?
There’s so much more to unpack about this docuseries, but you really need to watch it yourself. I binged it in one night because it’s like a train wreck—you just can’t look away.
‘LuLaRich’ is now streaming on Amazon Prime Video.
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Summary:
The docuseries ‘LuLaRich’ chronicles the rise and fall of LuLaRoe, highlighting the eccentricity of its founders, Deanne and Mark Stidham, and the exploitative nature of their business model. It explores the cult-like atmosphere cultivated among consultants, the unrealistic expectations placed on them, and the devastating outcomes for many involved in the scheme. The series serves as a cautionary tale about the perils of pyramid schemes disguised as community-building opportunities.
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