By: Jamila Weston
Updated: Sep. 17, 2021
Originally Published: Sep. 15, 2021
I was completely hooked on LuLaRoe. Honestly, those leggings felt like a dream on my skin. Before I decided to stop, I had amassed around 30 pairs, along with a variety of other items, spending nearly $2000 on LuLaRoe merchandise. Now? Most of it is gone. I donated almost everything, keeping just a few pieces. A woman in her 30s doesn’t really need leggings plastered with milkshakes.
Back in 2017, the decline of LuLaRoe and their “buttery soft” legging empire was a hot topic. Quality control issues surfaced—leggings tearing apart like wet paper, moldy stock, and some designs that unintentionally resembled genitalia—leading many to recognize the inevitable collapse. Buy, Sell, Trade groups turned into GOBO (going-out-of-business) groups as consultants sold their inventory at deep discounts to recoup losses. It was a catastrophic failure, and while it was entertaining to watch a pyramid scheme unravel, one couldn’t help but feel for some of the consultants, particularly the lower-tier ones who ended up in deeper debt than when they began.
Amazon Prime Video released ‘LuLaRich,’ a four-part docuseries that delves into the origins of the company and how their success led to downfall. As a former LuLaRoe enthusiast, I had to tune in. Let me tell you, it was a wild ride. Here are my reflections on the series.
Deanne and Mark Stidham Are Absolutely Wild
These two are the Mormon version of Jim and Tammy Faye Bakker, complete with Deanne’s heavily made-up eyelashes. It’s commendable that they were open to sharing their narrative, but no one could have anticipated the revelations that unfolded.
The Stidhams have a bizarre family dynamic reminiscent of the Brady Bunch, with around 14 kids when you include in-laws. And get this: one of Deanne’s sons (who I think is adopted) is married to one of the daughters they adopted together? I lost track of the details when I heard their children were wed. What in the fried chicken is going on?
Setting aside their peculiar family ties, Deanne and Mark Stidham are perplexing. It’s difficult to determine if they’re genuinely eccentric or just playing into some character trope. Regardless, it’s hard to comprehend what you’re witnessing when they’re on screen. It’s amusing to laugh at them until the narrative shifts to the darker aspects of LuLaRoe, leaving you with a sense of whiplash as they morph into sinister figures.
‘LuLaRich’ intertwines video testimonies from when the Stidhams, along with two of Deanne’s sons and a nephew, had to testify during a court case initiated by the state of Washington, which labeled LuLaRoe a pyramid scheme. Deanne comes off as even more clueless than she does in the interviews—hard to believe. She feigns ignorance in court but offers detailed explanations during interviews. Like, come on. Pick a side. And Mark? We’ll get back to him later.
Oh my goodness, were the clothes always this hideous? (spoiler alert: yes)
Reflecting back on the clothing seen in advertisements and hanging in consultants’ homes, I was struck by how garish and unattractive it truly is. They interview a designer who explains that they were mostly improvising. By 2017, the demand for designs was so high that they were just slapping random patterns on fabric to meet quotas. So when you see those unfortunate designs—buildings resembling genitalia or hamburgers that look like vaginas—it’s because they rushed the production process.
Footage from their conventions or company cruises is a visual assault of women in loud patterns who all look like clones of one another. Truly terrifying.
LuLaRoe was (and is) basically a cult
One former consultant bluntly states it in the third episode, but you can see the foundations laid throughout. Deanne and Mark marketed LuLaRoe to potential sellers as a chance to build community and family, while simultaneously requiring sellers to buy into the company (hello, pyramid scheme). This is how they targeted vulnerable women seeking connection while wanting to stay present for their families. That’s literally every mother’s dream, as shown by every seller interviewed in the series.
But it delves even deeper. Top sellers faced specific expectations from Deanne and Mark Stidham. These expectations went far beyond sales; they were expected to dress in LuLaRoe from head to toe, maintain perfectly styled hair, and fit a certain body image. Deanne underwent risky weight loss surgery in Mexico and even had her sister transport consultants across the border for the same procedure. One woman described the flood of texts she received from Deanne urging her to undergo surgery. The consultant eventually said “thanks, but no thanks,” and was more or less dismissed by Deanne.
One top seller, who is Black, previously worked at the home office before becoming a seller. She recounted how she arrived at work in Chanel only to be told by Deanne to switch into leggings. She also shared her experience on the exclusive company cruise for top sellers, declaring it was “too many white people” for her. Which, fair enough. As a Black woman, I would also hesitate to be trapped on a boat with a bunch of white women. However, it’s ironic that she, while selling a culture steeped in whiteness, had to set that boundary.
I’m Not Sorry for the Consultants
These women were sold an utterly false narrative, and it’s heartbreaking. Especially those who reached the upper echelons, only to face disastrous consequences. Two women even divorced as a result, financially destroying their families.
This contradicts everything Deanne and Mark Stidham envisioned when creating LuLaRoe. They propagated a message that husbands should be involved. As Mormons, they believe the husband is the head of the household, while the woman’s role is to serve. Despite these women pouring their heart and soul into building this “business,” they were expected to relinquish control and let their husbands take over once they became successful. Excuse me, but what man wants to run a business selling leggings adorned with unicorns?
There’s so much more I could say about this docuseries, but honestly, you need to experience it for yourself. I binged it in one night; it’s like watching a runaway train crash. You truly can’t make up some of this stuff; it’s just too outrageous. ‘LuLaRich’ is currently available on Amazon Prime Video.
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In summary, ‘LuLaRich’ offers an eye-opening glimpse into the rise and fall of LuLaRoe, showcasing the bizarre dynamics of its founders and the heart-wrenching stories of its consultants. It’s a wild ride that’s both entertaining and enlightening.