Lifocity, a multi-level marketing company specializing in CBD and nutritional supplements, began operations in May 2019 from its base in Texas. Co-founders Doug and Sheila Braun lead the firm as CEO and "Chief Experience Officer" respectively.
Doug Braun previously served as Chief Marketing Officer for Usana, another prominent multi-level marketing company. He held that position from 2011 until July 2018. Before establishing Lifocity, Braun also founded several medical services and marketing firms.
The corporate address listed for Lifocity belongs to LaCore Enterprises, a firm owned by Terry LaCore. This arrangement suggests LaCore holds an ownership stake in Lifocity, a detail not specified on the Lifocity public website. LaCore Enterprises manages several other MLM entities, none of which directly compete with Lifocity's product lines.
Lifocity's product catalog is structured around "brands" rather than a single product section. Key brands featured on the company's website include Lifocity itself, Durt, and Envoi.
Durt is presented as a liquid-based nutritional supplement. It reportedly contains "essential nutrition from... the ground we tread on every day." The Durt line includes two main varieties: "black," which contains humic and fulvic acid, and "gold," containing fulvic acid alone. Durt black retails for $65.95, while Durt gold sells for $69.95. Both options are packaged as a thirty-two serving box.
Envoi constitutes Lifocity's range of "hemp products with CBD." The company states Envoi products contain phytocannabinoid compounds, citing their perceived support for the body's endocannabinoid system. The U.S. Food and Drug Administration, however, has not approved most CBD products for medical use and has issued numerous warning letters to companies making unsubstantiated health claims.
Specific Envoi offerings include Full Spectrum Hemp Oil, priced at $69.95 for a 500 mg CBD bottle. This oil is described as "packed full of the beneficial compounds abundant in the hemp plant, including terpenes, cannabinoids and flavonoids." Hemp Softgels with Curcumin, combining plant-based cannabidiol (CBD) and curcumin, retail at $65.95 per bottle for 25 mg per softgel. An "Instant Relief" topical cream is also available for $45.95 per 60 ml tube, containing 1000 mg CBD. This cream is marketed for its moisturizing properties and quick absorption.
Lifocity's compensation plan emphasizes retail commissions, distributed through a unilevel team structure and additional bonuses. The focus on direct retail sales is a critical distinction in the MLM industry, where many companies face scrutiny for prioritizing recruitment over actual product sales to end-users. Regulatory bodies, including the Federal Trade Commission, often examine the proportion of sales to non-distributor customers when assessing an MLM's legitimacy.
The company's affiliate structure includes eleven ranks. The initial rank, "Affiliate," requires signing up and maintaining 50 Personal Volume (PV) each month. Subsequent ranks, such as "Level 1 Brand Partner," demand increasing monthly PV, Personal Team Volume (PTV), and Group Volume (GV). For instance, a Level 1 Brand Partner must maintain 50 PV, generate 500 PTV, and achieve 350 GV monthly. These volume requirements typically incentivize distributors to purchase products themselves or recruit new members, often making sustained retail sales challenging for most participants. The compensation plan details indicate a climb through these ranks necessitates consistent product movement and team building.
The undisclosed relationship with LaCore Enterprises adds a layer of complexity to Lifocity's corporate transparency. Many consumers and potential distributors prioritize clear ownership structures when evaluating a direct selling opportunity. The burgeoning CBD market, while popular, also operates under a patchwork of state and federal regulations, requiring companies like Lifocity to carefully navigate compliance.