As Variety reports, the explosive growth of the American clothing company, which began as a multi-level marketing scam in which people (mostly women) sold leggings to one another, while also signing up new retailers to be beneath them in the pyramid, has played out mostly on Facebook.

The series features former retailers and LulaRoe staffers as talking heads, who’ve tried to dig themselves out from their ruined lives. “I had achieved the dream, I was selling magic leggings,” one ex-LuLaRoe distributor tells the camera. To everyone watching, it may well have looked like it, but in reality “women were selling breast milk so that they could afford start-up costs.”

Amazon Prime’s LuLaRich mixes true crime with comedy as it investigates the dangerous LuLaRoe pyramid scheme