The controversial cult brand LuLaRoe sold a powerful idea: that mothers could succeed as entrepreneurs while spending meaningful time with their kids.
People who have heard of LuLaRoe have usually come across it for one of two reasons. Either someone they know has tried to sell them the company’s stretchy leggings and fit-and-flare dresses over Facebook, or they’ve seen some of the gleeful coverage of LuLaRoe’s very public disintegration as a brand: the lawsuits, the bankruptcies filed by its sellers, the boxes of apparently moldy clothing shipped to vendors that smelled, in one woman’s description, like a “dead fart.” (Leggings! Never not controversial!) Much of LuLaRich, a new four-part Amazon series exploring the company’s rise and fall, focuses on its alleged mismanagement and manipulative aspects, grouping it with some of the splashier docuseries of years past. No one at LuLaRoe seems to have found themselves getting the area above their groin branded, or poisoning an Oregon salad bar with salmonella. But in one scene, a former LuLaRoe vendor recalls a company meetup where everyone assembled was, like her, wearing brightly patterned leggings and a broad, be-lipsticked smile. “I remember looking around and being like, We all look the same,” she tells the camera. “I was like, Oh my God, I’m in a cult.”