A growing number of celebrities are using their social media platforms to promote multi-level marketing (MLM) business opportunities, primarily focused on the travel industry, leading to increased scrutiny of the model's profitability and sustainability.
MLM, or multi-level marketing, is a business model where individuals act as independent distributors, selling products directly to consumers and recruiting others to do the same. These schemes often promise benefits such as being one's own boss, flexible hours, extra income, and luxurious lifestyles.
The global MLM industry is reportedly worth an estimated £1.3 trillion annually and is particularly popular among women, including many stay-at-home mothers. The Direct Selling Association (DSA) in the UK estimates that around 400,000 people are involved in direct selling in some capacity.
Despite the appealing promises, research suggests that approximately 99 percent of MLM participants earn little to no profit or incur a net financial loss. Gerard Brody, CEO of Consumer Action Law Centre, described the model as one where "people down the end are simply ripped off; it's a bad taste capitalism."
Celebrities are often paid significant corporate marketing fees to serve as the public face of these MLM brands. A single social media post from a well-known figure can dramatically increase brand awareness and product interest, potentially leading to substantial endorsement or partnership fees ranging from thousands to over a million pounds.
Among the celebrities involved is Vicky Pattison, who promotes InteleTravel and PlanNet Marketing. Pattison, a former star of "Geordie Shore," frequently shares images of luxury travel and encourages her followers to "turn your passion for travel into an income." She has reportedly achieved "Two Star Director" status, with potential earnings cited around £317,000 annually, recruiting a large number of individuals primarily through social media. InteleTravel requires an initial sign-up fee of £142 followed by a £32 monthly membership fee, though income disclosure data indicates most participants do not profit.
Charlotte Dawson, another reality television personality, is also associated with InteleTravel and promotes her affiliate model, The Glow Collective. She claims participants can "earn from your sunlounger" and has reached "One-Star Director" status, suggesting earnings between £1,000 and £12,000 per year. Dawson has expressed pride in helping over 100 people generate income, emphasizing the flexibility and community aspects of the business.
Jack Fincham, also known from reality television, joined a travel MLM scheme in 2024. He promoted the idea of earning residual income through the travel industry but later reported severe personal and financial difficulties by 2026, stating he had "lost everything" due to addiction issues. He was no longer associated with the network marketing at that point.
Danielle Lloyd is promoting The Travel Smart Group, a multi-level home-working travel business. She has used social media to showcase travel destinations and presented the opportunity as a way to gain a second income or benefit family travels, without targets or contracts. Lloyd is a "2-star director" with over 300 people in her downline.
Jess Wright, another public figure, is involved with a travel MLM scheme linked to InteleTravel and PlanNet Marketing. She reportedly earned £1,000 in her first month by signing up 26 individuals who paid £156 each to join the scheme. Wright suggests that with the right mentorship and consistency, individuals can build an income alongside other commitments.
Love Island's Yasmin Hadlow has faced backlash for her involvement in a travel job where she claimed to be a "top income earner." She works with a company called Let's Grow, which aims to help individuals earn money through travel bookings. The company states that participants can become qualified travel agents with their own booking systems and access to numerous suppliers, turning a passion for travel into profit.