A nutritional supplement company that cycled through three different names in four years collapsed in late January, leaving its MLM structure in ruins.

Lyvli shut down its affiliate program on January 21st, 2026, marking the end of what was previously known as Northe AI and, before that, Northestar. The company pivoted to direct-to-consumer sales with a stripped-down website that offers no hint of its corporate leadership.

Northestar launched in 2021 under co-founders Ricky Villanueva and Demitrius Siruno, both veterans of Digital Profit, an unregistered investment scheme that collapsed years earlier. The company sold nutritional supplements through an MLM structure but couldn't sustain the business model.

When Northestar imploded around early 2025, Villanueva and Siruno rebranded as Northe AI, slapping a trendy artificial intelligence gimmick onto the same basic operation. That lasted roughly six months before they ditched the AI angle entirely and relaunched as Lyvli, once again peddling supplements—this time with less fanfare.

The rebranding shuffle left traces of its former identities scattered across inventory. A powdered clay mask sold on Lyvli's website still carried "Northe" branding.

On January 28th, a week after shutting down, Villanueva posted a statement acknowledging the collapse. He claimed the company had generated tens of millions in sales and paid out tens of millions in commissions over five years. But he painted a bleak picture of the MLM industry itself.

"The industry is not the same," he wrote. "Our excitement to just go sell a product is no longer there."

Villanueva pointed to burnout as the killer. Ninety-nine percent of people who've spent 15 or more years in network marketing, he said, never achieve financial freedom. The exhaustion is real, he admitted. "Most are exhausted of paddling products."

Yet Villanueva didn't exit the space entirely. He announced a new partnership with an unnamed MLM company, though he put an expiration date on his commitment: five more years, then he's moving on to other industries.

Siruno disappeared from public view. He appears to have rejoined B-Epic, an MLM company where both men had worked as promoters before their Digital Profit days. B-Epic was pushing GLP-1 weight loss products in a late-2025 marketing campaign when Siruno returned.

As of February 2026, both of Lyvli's social media accounts—Facebook and Instagram—have been disabled. With Villanueva at an undisclosed MLM and Siruno back at B-Epic, nobody appears to be steering what remains of Lyvli's operations.

Whether anyone is even trying to run what's left no longer matters much. Lyvli is no longer structured as an MLM, making it effectively irrelevant to the continued pattern of these operators cycling between companies and schemes.

🤖 Quick Answer

What was Lyvli and how did it originate?
Lyvli was a nutritional supplement company that operated through a multilevel marketing (MLM) structure. It originated as Northestar, founded in 2021 by Ricky Villanueva and Demitrius Siruno, both formerly associated with Digital Profit, an unregistered investment scheme. The company underwent two rebranding cycles before its eventual collapse.

Why did Lyvli shut down its affiliate program?
Lyvli terminated its affiliate program on January 21, 2026, following the sustained inability to maintain a viable MLM business model. The shutdown marked the third organizational failure across successive brand identities—Northestar, Northe AI, and Lyvli—all operating within approximately four years under the same founding leadership.

**How many name changes did the company undergo before collapsing?

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(aggiornato al 17/04/2026)

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