A Lot or a Little?
What you will—and won't—find in this TV show.
The initial impulse for establishing LuLaRoe and for its initial growth appear to have been positive -- self-empowerment, lifting up others, teamwork. But as the pyramid scheme grew, those motivations became simply talking points.
Positive Role Models
The courage to stand up to a large organization can be difficult to muster, but those who felt wronged by the LuLaRoe leaders do so to help themselves and others.
The founders and participants in LuLaRoe are almost entirely White, a fact than many mention. One Black former employee talks about how she skipped the company's most prized outings -- luxurious cruises -- because she didn't want to be stuck on a boat with all those White people. The language of feminism and #girlboss is used at length, but women, particularly moms, are preyed upon.
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Sex, Romance & Nudity
Widespread emphasis on physical attractiveness both to sell the brand and for the husbands. It's mentioned that one employee had sex with various women associated with LuLaRoe. It's played for laughs that some leggings are sewn in a way that makes their the graphic prints look like sex organs.
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Words like "f--k" and "s--t" come up in anger, frustration.
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Products & Purchases
The show is a critique of consumerism but also acknowledges the lure of luxury cars, large homes, private parties where singers like Katy Perry and Kelly Clarkson perform, and wealth in general.
Drinking, Drugs & Smoking
Parties and celebrations are depicted as big parts of the LuLaRoe culture -- people are seen drinking alcohol and presumably drunk. One employee later encouraged others to invest in a fake marijuana farm.
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Parents Need to Know
Parents need to know that LuLaRich is a docuseries about the multi-level marketing clothing company LuLaRoe. U.S. women, particularly stay-at-home moms, will be most familiar with the company that claimed its "retailers" could support their families, look cute, and find a community all thanks to comfy, colorful leggings. That dream was true for a few early adopters, but as with all pyramid schemes, the further down the pyramid you go, the heavier the burden. In a company that celebrates a lot, there's drinking and drunkenness. The frustration and anger of former LuLuRoe employees and consultants comes out in swears ("f--k," "s--t"), and the lure of making fast money is depicted as intoxicating, as are its trappings (luxury cars, clothing, trips). Most upsetting is the despair of the people (women and couples) who bought into the fantasy and promises only to be left with closets full of thousands of dollars of leggings.
Is It Any Good?
For every viewer who wonders "How could these women have been taken in by LuLaRoe?" there will be a stay-a-home mom who says "I get it." LuLaRich is as much an indictment of the precarious financial state of so many families in the U.S. and the lure of quick-money capitalism as the company that took advantage of them. LuLaRich documentarians Jenner Furst and Julia Willoughby Nason showed in their Hulu documentary about the comically overhyped Fyre music festival, Fyre Fraud, that people with too much money can fall prey to FOMO. This story is more complicated and touched tens of thousands of "retailers" who wanted to be home with the kids and bring in some income. If your friends on Facebook appear to be showing how to "have it all" selling LuLaRoe, how do you say no?
It's a sign of either their arrogance or their naivete that DeAnne and Mark Stidham sat down with the documentary crew for six hours to describe the LuLaRoe's origin and rapid rise. They seem sunny and enthusiastic -- it's easy to see how consultants fell for them. In contrast are depositions from a State of Washington pyramid scheme lawsuit in 2019 (LuLaRoe settled for $4.8 million in February 2021) and other behind-the-scenes footage that show how leaders and retailers were gaslit and bullied. Regardless, LuLaRoe does still live on, and who knows, there may be renewed demand for their "buttery soft" leggings.
Did we miss something on diversity?
Research shows a connection between kids' healthy self-esteem and positive portrayals in media. That's why we've added a new "Diverse Representations" section to our reviews that will be rolling out on an ongoing basis. You can help us help kids by suggesting a diversity update.