When most people think of cults, they picture robes, rituals, and maybe a charismatic leader predicting the end of the world.

But cults don’t just show up in the spiritual or political realm — they’re alive and thriving in the commercial world too.

Multi-Level Marketing (MLM) companies like OnPassive, Herbalife, and Amway love to insist they’re not cults. Instead, they claim to be “communities,” “families,” “missions,” or even “movements.” But their language, structure, and emotional control tactics reveal a different truth — one that looks eerily similar to organized religion and high-demand spiritual movements.

Faith-Based Marketing: Believe, and You Shall Receive

MLMs rely heavily on belief. Not in a product — in the system. They ask members to trust the unseen, to follow a plan that may take years to deliver, and to recruit others into that belief. Sound familiar?

OnPassive founder Ash Mufareh frequently refers to his AI-based company as a “movement,” not a business. His followers refer to themselves as “Founders,” and use phrases like:

  • “Ash is a gift from God, Sir Lord of the Internet”
  • “We are blessed to be chosen”
  • “We will save humanity”

These aren’t just business slogans. This is spiritual devotion repackaged in corporate drag.

MLMs as Modern-Day Ministries

Like televangelists, MLM leaders often host mass Zoom calls, live rallies, and motivational speaking events where personal testimonies replace facts. “I was broke before [Insert MLM], and now I’m manifesting abundance!” is treated like gospel.

Amway famously integrates biblical language into its leadership trainings. Some top earners openly mix Christian faith with MLM goals, saying things like “God wants you to prosper through this opportunity.” In Herbalife, early recruits were coached to memorize “product prayers” and pitch with missionary-like zeal.

The goal isn’t just to sell — it’s to convert.

Us vs. Them: The Cult Divide

High-control groups always create an in-group/out-group dynamic. MLMs do this by labeling skeptics and critics as “dream stealers,” “haters,” or “negative energy.” If you don’t believe in the opportunity, you’re not just wrong — you’re spiritually bankrupt.

This mirrors the cult psychology of labeling outsiders as threats. In faith cults, doubters are “possessed” or “unenlightened.” In MLMs, they’re “asleep” or “stuck in a 9-to-5 mindset.” Either way, dissent is demonized.

Leaders as Prophets

Cult leaders often present themselves as chosen visionaries. So do MLM founders.

  • Ash Mufareh is treated like a messiah by OnPassive’s most loyal members.
  • Amway’s founders were once the center of a loyal leadership cult within their system.
  • Des Alpes’ recruiters claim their pre-launch is “divinely inspired,” with members encouraged to “have faith in the process.”

It’s not unusual to hear MLM members say things like:

“Ash was sent to uplift humanity.”
“God led me to this opportunity.”
“We’re changing the world, one sign-up at a time.”

That’s not commerce. That’s theology.

Sacrifice Now, Salvation Later

Religions often preach delayed reward — heaven after death, blessings after trials. MLMs push the same model: suffer financially now, buy the products, hustle for the cause — and one day you’ll be a millionaire.

But for most, that “salvation” never comes. According to the FTC, 99% of MLM participants lose money. Just like in doomsday cults, the prophecy is constantly rescheduled. The payout is “coming soon,” if you just hold the faith.

Conclusion: If It Talks Like a Cult…

When MLMs wrap themselves in spiritual or community language, it’s not by accident. It’s a calculated strategy to blur the lines between belief and business. This borrowed faith-based vocabulary creates emotional loyalty that logic can’t penetrate.

The next time you hear someone say “this isn’t a cult, it’s a family,” ask them this:
Can you leave without being shamed? Can you question without being silenced? Can you doubt without being exiled?

If the answer is no — it might not just be a “community.” It might be a commercial cult.

Resources for Recovery & Support

By Beth Gibbons (Queen of Karma)

Beth Gibbons, known publicly as Queen of Karma, is a whistleblower and anti-MLM advocate who shares her personal experiences of being manipulated and financially harmed by multi-level marketing schemes. She writes and speaks candidly about the emotional and psychological toll these so-called “business opportunities” take on vulnerable individuals, especially women. Beth positions herself as a survivor-turned-activist, exposing MLMs as commercial cults and highlighting the cult-like tactics used to recruit, control, and silence members.

She has contributed blogs and participated in video interviews under the name Queen of Karma, often blending personal storytelling with direct confrontation of scammy business models. Her work aligns closely with scam awareness efforts, and she’s part of a growing community of voices pushing back against MLM exploitation, gaslighting, and financial abuse.