PODCAST

The Rise and Fall of LuLaRoe

discovery+

In 2015, thousands of hopeful retailers bought into LuLaRoe, one of the largest MLM clothing companies, only to have their dreams dashed. Before long, lawsuits and allegations that LuLaRoe was operating a pyramid scheme started filing in from retailers, many of them women and stay-at-home moms who had risked their homes, their bank accounts, and their relationships with close family and friends in an effort to be their own boss by selling LuLaRoe leggings. Join BuzzFeed News reporter Stephanie McNeal as she chronicles how so many people got caught in this scheme of leggings and lies with expert interviews and first-hand accounts from the recruits who lived it—and are fighting back. Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.

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Introducing: The Rise and Fall of LuLaRoe
Feb 8 2022
Introducing: The Rise and Fall of LuLaRoe
In 2015, thousands of hopeful retailers bought into LuLaRoe, one of the largest MLM clothing companies, only to have their dreams dashed. Before long, lawsuits and allegations that LuLaRoe was operating a pyramid scheme started filing in from retailers, many of them women and stay-at-home moms who had risked their homes, their bank accounts, and their relationships with close family and friends in an effort to be their own boss by selling LuLaRoe leggings.Join BuzzFeed News reporter Stephanie McNeal as she chronicles how so many people got caught in this scheme of leggings and lies with expert interviews and first-hand accounts from the recruits who lived it—and are fighting back.Find episode transcript here:
Ep.6: Life After LuLaRoe
Mar 29 2022
Ep.6: Life After LuLaRoe
For many in LuLaRoe, building their business became their entire life. Their work. Their community. And their sense of self worth. After leaving, it can feel like starting from scratch again. We’ll hear from former retailer Lynzee Abel about her journey to build her life back post-LuLaRoe, and how she found stability in a new job. And we’ll check back in with former retailer Heidi Castellani, whose story you heard in Episode One.Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Ep.5: The Psychology of MLMs
Mar 22 2022
Ep.5: The Psychology of MLMs
This week we look at the psychology behind the foundation of LuLaRoe and other MLMs, including ideas like deceptive recruitment and “lovebombing.”  Steven Hassan, founder of the Freedom of Mind Resource Center, will break down the mind control tactics built into the recruitment and social control of MLM participants, and how they overlap with cult tactics. We’ll also talk about questions you can ask yourself - and the red flags to look out for - if you’re being recruited by an MLM.Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Ep.4: Building the Anti-LuLaRoe Movement
Mar 15 2022
Ep.4: Building the Anti-LuLaRoe Movement
How did the anti-LuLaRoe movement start?  Much of the pushback began with women sharing their stories online after receiving defective products. And after the company changed their bonus structure, there was a mass exodus of retailers. Many organized largely via Facebook groups and blogs, including the “LuLaRoe Defective” Facebook group, which at one point had over 75,000 members. Former LuLaRoe consultant and anti-MLM advocate Roberta Blevins describes how the group galvanized women to take a stand, and ultimately take down LuLaRoe.  Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Ep.3: Targeting Women, Targeting Moms
Mar 8 2022
Ep.3: Targeting Women, Targeting Moms
LulaRoe targeted stay-at-home moms as their primary demographic. The company would market to these moms directly by touting flexibility and the idea of “full time pay for part-time work.” While appearing to support moms, the reality was they targeted women who felt undervalued, preying on women’s desires to feel “productive” and contribute to their family financially. Meg Conley, writer of the “Homeculture” newsletter, discusses  why these women are often locked out of the labor market, and how LulaRoe built their business on this so-called “underutilized resource” of stay-at-home-moms.Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Ep.2: #BecauseofLuLaRoe: The Dream Vs. Reality
Mar 1 2022
Ep.2: #BecauseofLuLaRoe: The Dream Vs. Reality
LuLaRoe’s rise coincided with the rise of influencers and platforms like Facebook Live which retailers used extensively to sell their products and host online events. These platforms became the perfect medium for depicting the aspirational lifestyle that LuLaRoe was selling. Top sellers were encouraged to show off a flashy and upbeat lifestyle by posting about their achievements and using the hashtag #becauseofLulaRoe. So how did LuLaRoe retailers build their followings online, and what was the reality vs. the image they were creating? Author and Under the Influence podcast host Jo Piazza joins us this week to break down how social media and influencer culture contributed to LuLaRoe’s success. Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Ep 1: The Promise of LuLaRoe
Feb 22 2022
Ep 1: The Promise of LuLaRoe
Former LuLaRoe consultant Heidi Castellani joined the company in 2014 after moving to Connecticut and becoming a new mom. She was drawn into the multilevel marketing company by the comfortable leggings and instantaneous community of women she found. Heidi shares her experience, and why after two years, and tens of thousands lost, she was done.Want more of the LuLaRoe story? Stream "The Rise and Fall of LuLaRoe" documentary on discovery plus. Go to discoveryplus.com/lularoe to start your 7-day free trial today. Terms Apply.Find episode transcript here:
Introducing: The Rise and Fall of LuLaRoe
Feb 8 2022
Introducing: The Rise and Fall of LuLaRoe
In 2015, thousands of hopeful retailers bought into LuLaRoe, one of the largest MLM clothing companies, only to have their dreams dashed. Before long, lawsuits and allegations that LuLaRoe was operating a pyramid scheme started filing in from retailers, many of them women and stay-at-home moms who had risked their homes, their bank accounts, and their relationships with close family and friends in an effort to be their own boss by selling LuLaRoe leggings.Join BuzzFeed News reporter Stephanie McNeal as she chronicles how so many people got caught in this scheme of leggings and lies with expert interviews and first-hand accounts from the recruits who lived it—and are fighting back.Find episode transcript here: