How a wellness MLM brand sparked the ‘parasite’ detox trend

Fitting in a murky bath on a quiet Tuesday evening, Jessica Harwood feels a mix of discomfort and determination. “It’s strange to sit here with parasites seemingly floating around me, but I know my body needs this.” She says, documenting her experience with Black Oxygen Organics.

The 43-year-old yoga teacher and energy healer from New Hampshire uses a product that recently captivated the wellness world. A powder derived from fulvic acid, believed to offer detoxifying powers.

The water in her tub is thick, opaque, with only her bathroom ceiling reflected in the surface. Small white flecks float by, catching Harwood’s eye. “I’m disgusted and overwhelmed,” she admits. “The only way to get rid of these is through the skin, our largest organ.” Friends who vouched for its purported benefits drew Harwood, like many others, to Black Oxygen Organics (BOO).

Black Oxygen Organics: The Dirt Boom in Wellness

Black Oxygen Organics emerged as a new player in the booming detox and wellness industry. Positioning itself as a revolutionary multi-level marketing (MLM) company offering fulvic acid-based products. People claimed that these organic compounds, found in soil, have miraculous health benefits. BOO’s product range included powders, tablets, and coffee pods. It catered to health enthusiasts and detox seekers.

By mid-2021, BOO had over 20,000 active brand partners. Many of them were young women selling “miracle dirt” online. They showed numerous product uses, like smoothies and face masks. They claimed it cured parasites, chronic pain, and other ailments. Testimonials flooded in, and Black Oxygen Organics quickly became a viral sensation.

Multi-Level Marketing in the Digital Age

The rise of social media has supercharged the growth of MLMs, once typified by friendly neighborhood Tupperware parties. Now, platforms like Facebook, Instagram, and TikTok have become the new battlegrounds for selling wellness products, natural remedies, and dietary supplements. Yet, with this explosive growth came skepticism. Critics of MLMs have long argued that the business model preys on stay-at-home parents, individuals in financial distress, and those seeking alternative health solutions.

Black Oxygen Organics tapped into this trend, leveraging both wellness culture and the MLM structure to grow rapidly. The company attracted sellers by promising minimal upfront investment—around $110 to join as a brand partner—and the allure of passive income through product sales and recruitment of others into the scheme.

Questionable Science and Detox Culture

At the heart of BOO’s meteoric rise was its core product: fulvic acid. Derived from organic material in soil, fulvic acid has been touted for its detoxifying abilities. In the case of BOO, the product was marketed as a panacea for gut health, immune system support, pain relief, and even parasite elimination.

Harwood’s experience, like many others, was shaped by an almost obsessive belief in the body’s need to expel toxins and parasites. Users, influenced by the brand’s promises, began to share graphic posts on social media of what they believed were parasites being flushed from their bodies—mucous-covered specks, brown globs, and more. Each post seemed to fuel a larger narrative: BOO’s product was effectively detoxifying the body, purging dangerous parasites.

But for medical experts, these claims were nothing short of pseudoscience. “Those are NOT parasites,” stated John David, a public health professor at Harvard. He dismissed the claims as delusions of people misled by fear and misinformation.

The Dark Side of Black Oxygen Organics

As BOO’s popularity grew, so did the backlash. Wellness advocates, doctors, and anti-MLM activists began to expose the company’s questionable practices. Many warned that the product could be harmful rather than helpful, pointing out the lack of credible scientific evidence backing the health claims made by BOO.

The first major blow came in the form of a class-action lawsuit in November 2021, where former customers alleged that BOO’s products contained unsafe levels of toxic heavy metals, far from the health benefits they were sold on. This lawsuit, alongside a wave of formal complaints to the FTC and FDA, painted a grim picture of Black Oxygen Organics’ future.

Unmasking the MLM Deception

The fall of Black Oxygen Organics was swift and dramatic. Just two days before Thanksgiving, the company abruptly announced its closure, citing “recent events.” For brand partners, many of whom had invested their time, money, and energy into selling BOO’s products, it was a shock.

MLMs have crashed before under the weight of legal and ethical scrutiny. Companies like LuLaRoe targeted stay-at-home moms with promises of financial independence. Authorities have faced similar allegations that MLMs disguise pyramid schemes as legitimate businesses.

The toxic culture within MLMs often pushes individuals to pursue increasingly desperate tactics to make sales, leading to a breakdown of trust between sellers, customers, and the company itself.

For Black Oxygen Organics, the writing was on the wall. Activists like Roberta Blevins and Ceara Manchester, who had witnessed firsthand the devastating effects of MLMs, organized online watchdog groups to expose BOO’s dangerous practices. By late summer 2021, their efforts had prompted a Health Canada recall of BOO products due to labeling violations and concerns about fulvic acid’s safety.

The Final Chapter: Lessons from Black Oxygen Organics’ Collapse

Despite its rapid ascent and viral presence, Black Oxygen Organics crumbled under the weight of legal challenges, regulatory scrutiny, and widespread customer dissatisfaction. As of December 2021, the company had ceased operations, leaving brand partners scrambling for answers and unpaid bonuses.

BOO’s story warns about the dangers of detox culture failures. Quick fixes and MLM schemes drove people to misguided choices. Health miracle promises proved to be false, offering no benefits. The exploitative business model relied on pseudoscience and deception.

Moving Forward: Be Wary of Wellness Trends and MLMs

For anyone navigating the world of wellness products and dietary supplements, Black Oxygen Organics’ collapse offers valuable lessons. Always research the scientific backing of any product before use, and be cautious of companies that rely heavily on testimonials and social media influencers to sell their products. Detox culture and the MLM world often intersect in ways that prioritize profit over people’s health and wellbeing.

As for the future, one thing is clear: we must approach the wellness industry with a discerning eye, despite its benefits, especially when companies like Black Oxygen Organics rise on shaky foundations.