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‘Oh My God, I’m In A Cult,’ New Docuseries Investigates The LuLaRose MLM Scheme

The founders of the controversial multi-level marketing scheme LuLaRoe DeAnne and Mark Stidham, as well as many of the women who say they fell victim to the company's predatory sales tactics, sit down with the filmmakers of "LuLaRich," a new Amazon docuseries. 

By Gina Tron
New Docuseries 'LuLaRich' Investigates LuLaRose MLM Scheme

A new docuseries is taking on LuLaRoe and the accusations that the company is a predatory pyramid scheme. 

“LuLaRich” is a four-part docuseries, created by the same documentary filmmakers who brought us “Fyre Fraud,”  and will drop on Amazon Prime Video on Sept. 10. It comes out on Hulu a day later.

Amazon Prime is calling “LuLaRich" is a "true-con docuseries" that will focus on the women's internet apparel company that has widely been condemned as a scam.  

The docuseries features interviews with former LuLaRoe consultants, many of whom lost their savings in the endeavor, and its co-founders, DeAnne and Mark Stidham.

“Oh my God, I’m in a cult,” one former consultant reflected in the trailer, which also touched on the group’s connection to Mormonism. 

“The whole house smelled like dead fart leggings,” another said.

“LuLaRich” documentarians Jenner Furst and Julia Willoughby Nason told Variety that the group preyed upon women, primarily stay at home moms, by fooling them into thinking they could get rich from home.

“What DeAnne was doing when she was traveling around the country with dresses in her trunk was really bringing women into the dream,” Furst said. “The problem is the dream wasn’t scalable for anybody else.”

The Stidhams began LuLaRoe in 2012, and it incorporated the “cheap language of feminism,” according to the trailer, like “girlboss” and “boss babe” to trick women into thinking the company would empower them. LuLaRoe rose in popularity through Facebook but earlier this year, agreed to pay $4.75 million to settle allegations from the Washington state Attorney General’s Office that it was indeed a pyramid scheme, the Associated Press reported. LuLaRoe is still in operation today.