She Strengthens

The Dark Side of Girlboss Culture

From Sass to Gaslighting

Girlboss culture, often associated with multilevel marketing companies (MLMs), has become a breeding ground for toxic business advice. Defending themselves against valid arguments with sass and gaslighting, these companies prey on optimism and determination, convincing individuals they can achieve financial freedom.

A Personal Encounter

Recently, I followed a content creator who shared her impressive hair journey on Instagram, showcasing her healthy locks and repaired damage. I was impressed and interested in learning more about her business and products. However, I soon discovered that her business was an MLM, hiding behind phrases like “social selling” and “direct sales.”

The Culture of MLMs

As I delved deeper into the world of MLMs, I became fascinated by their cult-like tactics to recruit new members and the stories of those who have escaped. Their rhetoric, often disguised as empowerment, is actually a form of manipulation, using trend-forward jargon and aspiration advertising to tug at a woman’s need to feel worthy and provide for her family.

Toxic Phrases to Watch Out For

1. “If your loved ones don’t support your business, they don’t support you.”
   This phrase is an isolation tactic, conditioning individuals to believe that pointing out flawed business practices is a sign of disloyalty. Instead, we should normalize healthy dialogue and conflict communication in relationships.

2. “If you want something bad enough, you’ll make time, not excuses.”
   This phrase shifts all blame for missed goals or opportunities to the individual, promoting overwork and sacrifice. Instead, we should acknowledge the ebbs and flow of life and encourage consistent hard work despite setbacks.

3. “If you have time to scroll, you have time to start a business.”
   This phrase shames individuals for resting and reduces the challenges of business ownership to mere drive and time. Instead, we should normalize rest and taking breaks, and advise on the nuances of entrepreneurship.

4. “Just put the money [to invest in inventory / join an MLM] on the credit card.”
   This phrase encourages debt for non-emergencies, diminishing the act of debt and misusing manifestation and inner work to manipulate others into a purchase. Instead, we should promote small business grants, financial resources, and wealth management education.

Empathy and Understanding

While MLMs can be harmful, I believe most sellers are well-intentioned people victimized by a business strategy that preys on vulnerability. By recognizing the toxic phrases and tactics used by MLMs, we can begin to create a more empathetic and understanding environment for those affected.