'The word cult gets thrown around a lot in LuLaRich, and not without provocation.' cult lularich mlm
My first “job” ever was, age eight, putting Mary Kay labels on products, reboxing them, and organizing them in the first of the three rooms in my childhood home that Mary Kay would eventually take over. Pictures of Mary Kay Ash, the company founder, were framed like saints around our strictly Jewish house. Any female-presenting restaurant server with good skin inevitably walked away from our family’s table with a Mary Kay business card and a sales pitch.
What is LuLaRoe? For those out there who weren’t aggressively petitioned by high-school nonfriends to sign up via Facebook, here’s a quick rundown: LuLaRoe is a multi-level marketing company in which women—primarily white housewives—could theoretically earn a full-time salary working part-time selling LuLaRoe leggings out of their mostly suburban homes.
The word cult gets thrown around a lot in LuLaRich, and not without provocation. From tight control over social media behavior and physical appearance to deference to the “man of the house,” the legging company quickly begins to resemble a domineering cult-like structure that worships at the feet of positivity, profits, and femininity. The roots of LuLaRoe—like Avon, Mary Kay, Herbalife, Amway, and many others—are deeply seated in the cult of domesticity.
When Antonio Gramsci wrote that the Marxist revolution against capitalism hadn’t come about because the populace had internalized capitalistic values to a hopeless degree, LuLaRoe is exactly the shit he was talking about. Here there are echoes of the capitalistic values of out-and-out cults like NXIVM, where an all-consuming push toward a particular brand of personal success becomes a system for abuse and coercion.
Mary Kay came into our house with a host of life-style advice, inspirational magnets on the family fridge , stadium-style “training” conventions , and rigid gender norms that stuck out in jarring moments. I came home from college to help out with one of my mom’s biggest sales event of the year, her holiday open houses—massive weekend-long affairs with Whole Foods catering and labeled cheeses—dressed professionally in a button-up, blazer, and slacks.
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