If you keep up with new trends you’ve probably heard about LuLaRoe, a new multi-level company in the United States. LuLaRoe was founded in 2003 by DeAnne and Mark Stidham. The company was formed in Utah and sells children and women’s clothing through a network of consultants.

LuLaRoe is similar to many other multi-level marketing companies in the fact that it was founded in Utah. Many of the companies that exist similar to LuLaRoe are formed in Utah by Mormon owners. With that knowledge, you may be wondering, is LuLaRoe a Mormon company?



Is LuLaRoe a Mormon Company?

Yes and No. LuLaRoe is owned by Mormons, but not all its consultants are Mormons. LuLaRoe consultants sell products using social media websites like Facebook, Instagram, Twitter and email marketing. Consultants also have “pop up” boutiques or home-based selling parties, much like Tupperware or Mary Kay. LuLaRoe was simply founded by two members of the Church of Jesus Christ of Latter Day Saints (the Mormon Church). Although interest in the company is broad and diverse, LuLaRoe’s business model is more conductive to a traditional domestic family arrangement practiced by Mormons.

1. The Founder is a Member of the Church of Jesus Christ of Latter Day Saints

DeAnne Stidham is the founder of LuLaRoe. She owns the company jointly with her husband Mark. She and Mark are members of the Mormon faith and her faith is reflected in the modesty of the clothing LuLaRoe sells. Stidham said that she wanted to create comfortable, modest clothing for women who were not satisfied with clothing options at larger, more traditional retailers. This is one way in which LuLaRoe is a “Mormon” company: the value of modesty is built into the type of clothing – cut, colors and fabric sold by the organization.

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2. LuLaRoe Is Widely Searched Outside of Traditional “Mormon” States

One way to gauge whether a company operates within a particular religious context is to determine where interest in the company is coming from. If LuLaRoe were primarily a “Mormon” company then search traffic for the company would primarily come from Utah or other areas of the country inhabited by members of the Mormon faith. Google search trends indicate this isn’t the case. For example, LuLaRoe search trends are higher in West Virginia, Alaska, Maine and Iowa (see screen grab below). None of these states are considered “Mormon” in the way that Utah is.

3. LuLaRoe is Designed for Women Who Are Not in the Labor Force

The LuLaRoe is explicitly designed for women who are not in the paid labor force. This is similar to other multi-level marketing companies like Mary Kay, Tupperware or Avon. Each of these companies is designed for female homemakers. Mormon women are more likely to be homemakers so LuLaRoe has a special appeal to this group of people.

When it comes to whether or not LuLaRoe is a Mormon company, the answer isn’t black-and-white. Yes, the company was founded by people of the Mormon faith and the company shares those ideologies. However, not all LuLaRoe consultants will be Mormon or share the Mormon faith and there is substantial interest in the company outside of traditional Mormon areas of the United States.

For more on this topics, read is LulaRoe worth the price and is LuLaRoe a scam?

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Photos: Jill O’Hanlon and wild_cherry_1228