How the Pandemic Stoked a Backlash to Multilevel Marketing
YouTube vigilantes are taking consumer advocacy into their own hands.
By Kaitlyn Tiffany
For decades, multilevel-marketing companies had it easy. Cutco knives, Tupperware containers, and Pampered Chef bread mixes were inoffensive products sold at weeknight wine parties and, later, in themed Facebook groups. For the most part, they were an unremarkable part of women’s lives.
Multilevel marketing — a form of direct selling in which a major chunk of a person’s income comes not from the sales they make themselves but from the sales made by people they recruit into the company — was often regarded as exploitative by consumer advocates, but it rarely encountered a serious threat. During the pandemic, distributors for many MLM companies have used this lack of pushback to their advantage: On Instagram and Facebook, women have tried to persuade their followers to use their stimulus checks to join a company that sells shampoo or weight-loss products. They have used economic collapse as a recruitment tool, offering MLMs as the solution to lost income and increased precarity.
For Heather Rainbow, a 20-year-old chemistry student, these appeals were a wake-up call. In May, she made her first anti-MLM TikTok video, green-screening herself…
