A multi-level marketing company that paid its founder $9 million to go away is still operating today under a new name and new leadership.

Genesis Pure launched in 2009 under CEO Lindsey Duncan. By 2014, the FTC had had enough. Investigators accused Duncan of running a fraudulent scheme and sued. Duncan settled in January 2015 for $9 million. Genesis Pure immediately scrubbed his name from their website.

The company didn't disappear. It rebranded. Sometime between 2015 and June 2017, Genesis Pure became Pure. The first video under the new name posted to their YouTube channel on June 23, 2017.

Today Pure operates under CEO Daren Hogge, who took the job in December 2016. Hogge's background raises questions. He had previously run Q Sciences, another MLM, where he served as founder, president and CEO. By August 2018, when BehindMLM published an updated review of Q Sciences, Hogge was gone. No explanation. No public statement. He simply vanished from that company's leadership, and there's no public record of why.

Duncan's footprint on Genesis Pure ran deep. He didn't just run the company—he formulated the products. When the FTC came after him, that created a major problem. Pure never publicly explained how they resolved the issue, though some Genesis Pure products made their way into Pure's current lineup. The company has since expanded aggressively, adding far too many new products to list. Pure now sells nutrition supplements, weight loss products, performance boosters, seasonal support items, hydration drinks, and skincare lines.

The business model itself hasn't changed much. Pure pays affiliates through a binary compensation structure, where members earn commissions from two team sides. Bonuses stack on top of that through generation incentives and performance-based rewards. The company has created 15 affiliate ranks, starting with basic Affiliate status and climbing through Bronze Director, Silver Director, Gold Director, and Platinum Director. At the top sit the Sapphire Executives, who must maintain 7,500 GV in monthly volume.

Each rank requires meeting specific volume thresholds. A Bronze Director needs 500 GV on their weaker team side. A Platinum Director needs 5,000 GV on the weaker side and 7,000 on the stronger side, with a 5,000 GV cap per individual leg. These aren't small numbers.

Pure operates the same way most MLMs do: recruit people into your downline, and you make money from their purchases and the purchases of people they recruit. That structure hasn't changed since Duncan built it.

What has changed is the name on the door and the face at the top. Whether that's enough to separate Pure from its fraudulent past remains an open question.

🤖 Quick Answer

What is Genesis Pure and how did it change leadership?
Genesis Pure was a multi-level marketing company founded in 2009 by Lindsey Duncan. Following FTC accusations of fraud in 2014, Duncan settled for $9 million in 2015. The company rebranded as Pure between 2015 and 2017, continuing operations under new CEO Daren Hogge, who assumed leadership in December 2016.

Why did the FTC take action against Genesis Pure?
The FTC investigated Genesis Pure and accused founder Lindsey Duncan of operating a fraudulent scheme. The legal action resulted in a settlement in January 2015, requiring Duncan to pay $9 million and effectively removing him from the company's public operations and branding.

What is Daren Hogge's background in the MLM industry?
Daren Hogge became CEO of Pure in December 2

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