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Is AP24 Toothpaste A Pyramid Scheme?

Why is Nu Pores and skin’s AP 24 whitening toothpaste probably the most Googled toothpaste of all time? Shoppers are normally detached to sundry gadgets like toothpaste, so how has AP24 managed to be a focus for so many shoppers? 

Spoiler alert! It has nothing to do with enamel whitening!

AP 24 whitening toothpaste is manufactured by the American Multi-level advertising and marketing firm Nuskin Enterprises. With reported income of $2.68 billion (2018) Nuskin is likely one of the largest world MLM corporations.

AP24 Whitening toothpaste is only one of over 200 private care and complement merchandise developed and manufactured by Nu Pores and skin.

Nu Pores and skin Enterprises is constructed on the multi-level advertising and marketing enterprise mannequin. Which means that they’ve a big community of self-employed gross sales folks (Model Associates) who can promote Nu Pores and skin merchandise direct to customers to earn themselves a proportion of the retail earnings. Nu pores and skin model associates can then recruit extra members to earn themselves extra bonuses.

MLM associates differ from most retail salespeople in that they do business from home and promote merchandise on social media or in particular person to household, buddies or acquaintances.


Nu Pores and skin was based in 1984 in Utah USA. Speedy development enabled enlargement into the Canadian and Asian markets within the early Nineties, with Nu Pores and skin turning into listed on the New York inventory alternate in 1996. 

Since then, the corporate has confronted important authorized challenges concerning quite a lot of complaints together with miss main advertising and marketing practices and promotions, working an unlawful pyramid scheme in China, bribery, and corruption.

After an investigation by the FTC, Nu Pores and skin made monetary settlements in 1992 with 5 US states over complaints that they had been using miss main promoting ways and inflating the reported revenue of their model associates.

In 1994 one other FTC investigation led to an extra $1 million positive for unsubstantiated product claims and misleading promoting.

1997 noticed Nu Pores and skin pay one other $1.5 million to the FTC for persistent miss main product claims.

In 2014 the Chinese language authorities started investigating claims by the Individuals’s Day by day newspaper that Nu Pores and skin was working an unlawful pyramid scheme. The investigation led to 2016 with Nu Pores and skin agreeing to pay a $47 million settlement price. As well as, an extra probe discovered Nu Pores and skin responsible of bribing a Chinese language official leading to one other $750,000 positive.

Is Nu Pores and skin a pyramid scheme?

Opinions range on whether or not an organization like Nu Pores and skin must be thought of a Pyramid scheme. Though Nu Pores and skin operates inside the limits of the legislation, additionally they show the hallmark traits of a basic pyramid scheme.

In response to Dr. Jon M. Taylor, MLM knowledgeable and President of the Shopper Consciousness Institute, there are crimson flags to search for when attempting to determine product-based pyramid schemes.

  • The primary warning signal is an MLM firm that has a vast recruitment coverage. In these organizations, contributors are strongly inspired to recruit new members after which assist these members to do the identical. Many MLM corporations construct their fortunes by promoting merchandise to their members, not the general public. The extra individuals who be a part of, the extra merchandise the MLM firm can offload. The issue for brand spanking new recruits is that they’re getting into a market that’s already saturated and alternatives for brand spanking new gross sales and recruitments is already restricted. A endless inflow of latest recruits is the lifeblood of the MLM firm but it surely additionally leaves new members destined to fail. Nu Pores and skin has the kind of limitless recruitment coverage that’s typical of a product-based pyramid scheme.
  • One other crimson flag is an MLM firm that has a hierarchy construction the place individuals are promoted primarily based on the amount of individuals they recruit and the ensuing income. This offers a powerful incentive to concentrate on recruitment slightly than gross sales. To ensure that anybody to have an opportunity of earning money in an MLM program they have to recruit massive numbers of latest members to leverage their gross sales and efforts. Nu Pores and skin has a hierarchy construction and compensation plan that’s frequent to a pyramid scheme. Nu Pores and skin has a really elaborate multi-layered construction that favors the people who find themselves at a excessive stage. Sadly, the success of the few folks on the prime is constructed of the failure and lack of the numerous on the backside.
  • One other frequent pyramid scheme attribute is a corporation that has extra gross sales ranges than is technically needed. Greater than 5 gross sales ranges could be thought of extreme in any official retail enterprise however some MLM corporations have double that quantity. Nu Pores and skin has the kind of elaborate gross sales construction that’s typical of a product-driven pyramid scheme. New members are referred to as Model Associates however with sufficient recruits and gross sales, they will rise to – 
  • Model Consultant
  • Gold Companion
  • Lapis Companion
  • Ruby Companion
  • Emerald Director
  • Diamond Director
  • Blue Diamond Director
  • Workforce Elite
  • MLM corporations who’ve a compensation plan the place new recruits can earn much less for a specific sale than the members who had been credited with recruiting them is one other pyramid scheme crimson flag. Nu Pores and skin has an especially complicated compensation plan that’s constructed on bonuses and incentives awarded to members who can generate the required quantity of recruits and gross sales. See Nu Pores and skin compensation plan right here.

If Nu Pores and skin shows Dr.Taylor’s crimson flags characterizing a product-based pyramid, are they really a pyramid scheme?

In actuality, distinguishing a pyramid scheme from a official MLM retail enterprise may be very exhausting. Again in 1979, the FTC concluded a prolonged investigation by saying that MLM giants Amway had been a official enterprise with a authorized enterprise mannequin. This ruling paved the way in which for different MLM organizations to repeat Amway’s enterprise template and function inside the legislation and with out worry of FTC recriminations.

Sadly, the FTC Amway ruling has by no means been translated into agency pointers and laws. This has given MLM corporations a chance to blur the traces between authorized MLM enterprise and pyramid scheme to the purpose the place they’re nearly indistinguishable.

A typical-sense method to defining a product-based pyramid scheme is to concentrate on how dedicated the MLM firm is to promoting merchandise to actual clients exterior the community. If their main focus is to promote wholesale inventory to recruited members then they’re in all probability extra of a pyramid scheme than a legit retail enterprise. Sadly, figuring out what proportion of gross sales are “actual’ gross sales to “actual” clients is nearly not possible from an observer exterior the corporate.

Many client safety teams imagine that each one MLMs must be unlawful just because the percentages of a standard particular person making any revenue from a multi-level-marketing firm may be very slim. Actually, based on Dr. Taylor, 99.94% of individuals taking part in a recruiting MLM will truly lose cash.

With the FTC refusing to make clear the place, it’s extremely unlikely that any of the massive MLM gamers will probably be outed as pyramid schemes within the close to future.

Nu Pores and skin strongly defends their enterprise mannequin and level to the industrial success of merchandise like AP24 toothpaste to validate their group’s legitimacy. 

Multi-level advertising and marketing within the media

“I wish to discuss to you about an thrilling alternative!”

John Oliver


The rationale that AP24 whitening toothpaste has turn into so controversial is only all the way down to the way in which it’s being marketed and bought.

Unbiased, self employed Nu Pores and skin distributers are in a position to market the product on social media, ebay, Amazon or private web sites utilizing pretend earlier than and after images and faux evaluations as a result of they will fly beneath the radar of promoting requirements. If Nu Pores and skin, or every other retail enterprise had been to market a toothpaste in the identical manner as these unbiased sellers do, they might rapidly face heavy fines from promoting regulators.

 Nu Pores and skin state that they forbid distributors from utilizing false claims to promote their merchandise. Nevertheless, a fast Google search reveals that the web is awash with earlier than and after images which were doctored in photoshop or taken from inventory picture libraries.

The advantages of getting successful product are appreciable so it isn’t too stunning that Nu Pores and skin chooses to show a blind eye to the sellers who violate the foundations.

  • The viral gross sales from AP24 construct income for Nu Pores and skin and unbiased sellers.
  • The excessive profile success entices extra folks to hitch the group.
  • A excessive quantity of enterprise to buyer gross sales provides Nu Pores and skin much-needed retail legitimacy to dispel options of a pyramid scheme.

“We had a take a look at the AP24 toothpaste hype to see if it’s justified.”



The truth of AP24 whitening toothpaste is that, regardless of all of the hype, it’s truly a reasonably customary whitening toothpaste. The AP24 ingredient checklist is just like any variety of comparable toothpastes at present accessible in any shopping center or on-line retailer.

The one key piece of data that buyers ought to know is that AP24 whitening toothpaste is a stain-removing toothpaste solely. This implies it makes use of reasonably abrasive substances and cleansing detergents to take away plaque and stains from the enamel in an try and return enamel to their pure coloration. When it comes to a stain-removing toothpaste, AP24 is a superbly positive toothpaste. It makes use of a mixture of Aluminum Hydroxide and Hydrated Silica to scrape away floor discoloration.


AP24 whitening toothpaste can’t whiten enamel past their pure coloration, so in case your enamel are naturally yellowish, AP24 is not going to change that base coloration in any respect. Any enamel staining that’s embedded contained in the enamel enamel, discoloration brought on by ageing or by medicine like antibiotics be unaffected by AP24.

At best possible, the impact of AP24 whitening toothpaste will probably be just like that of a enamel sharpening session at your dentist.

NU SKIN ENTERPRISES, INC. Velocity rewards

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Is Nu Skin AP24 toothpaste a pyramid scheme?

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Is Nu Pores and skin AP24 toothpaste a pyramid scheme?


Nu Pores and skin AP24 Whitening toothpaste is a well-liked however massively controversial toothpaste. We examine to see if it lives as much as the hype.


David Cruickshank

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