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Sunday, May 19, 2024

Is AP24 Toothpaste A Pyramid Scheme?

Why is Nu Pores and skin’s AP 24 whitening toothpaste essentially the most Googled toothpaste of all time? Customers are often 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 firm Nuskin Enterprises. With reported income of $2.68 billion (2018) Nuskin is among the largest international MLM firms.

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 enterprise mannequin. Because of this they’ve a big community of self-employed gross sales individuals (Model Associates) who can promote Nu Pores and skin merchandise direct to shoppers to earn themselves a share of the retail earnings. Nu pores and skin model associates can then recruit extra members to earn themselves further 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, associates or acquaintances.


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

Since then, the corporate has confronted important authorized challenges relating to a variety of complaints together with miss main advertising practices and promotions, operating 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 techniques and inflating the reported earnings of their model associates.

In 1994 one other FTC investigation led to an additional $1 million wonderful 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 Every day newspaper that Nu Pores and skin was working an unlawful pyramid scheme. The investigation resulted in 2016 with Nu Pores and skin agreeing to pay a $47 million settlement payment. As well as, an additional probe discovered Nu Pores and skin responsible of bribing a Chinese language official leading to one other $750,000 wonderful.

Is Nu Pores and skin a pyramid scheme?

Opinions fluctuate on whether or not an organization like Nu Pores and skin needs to be thought-about a Pyramid scheme. Though Nu Pores and skin operates throughout the limits of the regulation, additionally they show the hallmark traits of a traditional pyramid scheme.

In accordance with Dr. Jon M. Taylor, MLM skilled and President of the Shopper Consciousness Institute, there are crimson flags to search for when making an attempt to establish product-based pyramid schemes.

  • The primary warning signal is an MLM firm that has a limiteless recruitment coverage. In these organizations, members are strongly inspired to recruit new members after which assist these members to do the identical. Many MLM firms 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 unending inflow of recent recruits is the lifeblood of the MLM firm nevertheless it 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 based mostly on the quantity of individuals they recruit and the ensuing income. This provides a robust incentive to give attention to recruitment quite than gross sales. To ensure that anybody to have an opportunity of earning profits in an MLM program they need to recruit giant numbers of recent members to leverage their gross sales and efforts. Nu Pores and skin has a hierarchy construction and compensation plan that’s widespread 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 degree. Sadly, the success of the few individuals on the high is constructed of the failure and lack of the numerous on the backside.
  • One other widespread pyramid scheme attribute is a corporation that has extra gross sales ranges than is technically vital. Greater than 5 gross sales ranges could be thought-about extreme in any authentic retail enterprise however some MLM firms 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’ll rise to – 
  • Model Consultant
  • Gold Associate
  • Lapis Associate
  • Ruby Associate
  • Emerald Director
  • Diamond Director
  • Blue Diamond Director
  • Staff Elite
  • MLM firms who’ve a compensation plan the place new recruits can earn much less for a selected sale than the members who had been credited with recruiting them is one other pyramid scheme crimson flag. Nu Pores and skin has a particularly 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 authentic MLM retail enterprise could be very arduous. Again in 1979, the FTC concluded a prolonged investigation by asserting that MLM giants Amway had been a authentic 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 throughout the regulation and with out concern of FTC recriminations.

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

A typical-sense strategy to defining a product-based pyramid scheme is to give attention to how dedicated the MLM firm is to promoting merchandise to actual clients exterior the community. If their major focus is to promote wholesale inventory to recruited members then they’re most likely extra of a pyramid scheme than a legit retail enterprise. Sadly, figuring out what share of gross sales are “actual’ gross sales to “actual” clients is nearly unattainable from an observer exterior the corporate.

Many shopper safety teams consider that each one MLMs needs to be unlawful just because the chances of a traditional particular person making any revenue from a multi-level-marketing firm could 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 within the media

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

John Oliver


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

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 pictures and faux evaluations as a result of they’ll fly underneath the radar of promoting requirements. If Nu Pores and skin, or every other retail enterprise had been to market a toothpaste in the identical approach as these impartial sellers do, they might shortly 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 pictures which were doctored in photoshop or taken from inventory picture libraries.

The advantages of getting a success product are appreciable so it’s not too shocking that Nu Pores and skin chooses to show a blind eye to the sellers who violate the principles.

  • The viral gross sales from AP24 construct income for Nu Pores and skin and impartial sellers.
  • The excessive profile success entices extra individuals to affix 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 have 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 record is just like any variety of comparable toothpastes presently obtainable in any shopping center or on-line retailer.

The one key piece of knowledge that customers ought to know is that AP24 whitening toothpaste is a stain-removing toothpaste solely. This implies it makes use of reasonably abrasive elements and cleansing detergents to take away plaque and stains from the enamel in an try and return enamel to their pure coloration. By way of a stain-removing toothpaste, AP24 is a superbly wonderful toothpaste. It makes use of a mix 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 attributable to ageing or by medication like antibiotics be unaffected by AP24.

At perfect, the impact of AP24 whitening toothpaste will probably be just like that of a enamel sprucing 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 vastly controversial toothpaste. We examine to see if it lives as much as the hype.


David Cruickshank

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