Seint is shutting down its multilevel marketing program, effective October 1st, 2024. The beauty company is calling it a "transition."
In an email to distributors it calls "Artists," Seint announced it's moving away from its direct selling model. Going forward, Artists will only earn commissions on their own retail sales—no more recruitment bonuses, no more downline payments. The company is rebranding the structure as an "enhanced affiliate commission program."
Seint founder Cara Brook launched the business as Maskcara in 2013. Brook positioned herself as a beauty blogger and makeup artist who could teach women to apply makeup that enhanced their natural features. The company built a devoted following and expanded aggressively through its MLM structure, recruiting thousands of Artists to sell directly to customers and recruit others below them.
In 2020, the company rebranded as Seint, claiming the new name better reflected its philosophy. The rebrand announcement included language about "sacred work" and the spiritual dimensions of beauty—language that now reads awkwardly given that the company is dismantling the very business model it had been operating under that name for four years.
The stated reason for the exit is vague. Seint claims moving away from MLM "aligns perfectly with our vision and values." The company doesn't explain why those values suddenly changed, or what took them four years to realize that recruiting-based compensation might not align with their brand.
The shutdown comes as Seint's traffic has weakened. The company drew roughly half a million monthly website visits, with 87 percent from the US and 11 percent from Canada. Between April and May 2024, the company experienced a 25 percent drop in traffic. Whether that decline triggered the decision to abandon the MLM model is unclear.
What is clear is that thousands of Artists who built businesses around Seint's recruiting structure now have ninety days to adjust. For those who invested time and money into building downlines, the pivot to affiliate-only commissions amounts to a sudden loss of income. Artists who were earning money primarily through recruitment bonuses—the core mechanism of MLM businesses—will see those earnings disappear.
The timing raises questions about why the company maintained its MLM structure for so long if leadership now believes it contradicts their values. For current and former Artists, the explanation likely feels insufficient. They built a business based on promises the company is now abandoning.
🤖 Quick Answer
What is Seint's major business restructuring announced for October 1st, 2024?Seint is dismantling its multilevel marketing program and transitioning to an enhanced affiliate commission model. Distributors called "Artists" will earn commissions exclusively on personal retail sales, eliminating recruitment bonuses and downline payments previously central to the MLM structure.
How did Seint originally build its business model?
Founded as Maskcara in 2013 by Cara Brook, the company initially positioned itself around personalized makeup artistry and beauty education. Seint expanded rapidly through its MLM structure, recruiting thousands of independent distributors called Artists into a hierarchical sales organization.
What changes will Artists experience under the new affiliate program?
Artists will lose access to recruitment-based income and downline commission structures. Earnings will derive solely from personal retail sales commissions, fundamentally altering the financial
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