LuLaRoe and the World of Commercial Cults: Interview With Roberta Blevins

LuLaRoe is an example of a once successful American multi-level marketing women’s clothing entity (MLM). Founded in 2012 by DeAnne Brady and her husband Mark Stidham, two Mormons, the company became famous for selling colorful, patterned leggings and advertising heavily on social media. Last month, Amazon Prime released the original series “LuLaRich,” and brought LuLaRoe’s use of mind control (the legal term is undue influence) to the public’s attention. The company uses cult recruitment tactics to entice independent distributors—whom they refer to as “fashion consultants”—to sell wholesale apparel.