From Reality TV to MLM: The Role of Influencers in Monat’s Growth
In a candid Instagram live session, Shay Paine (@byshanepaine), a former reality TV star from The Block, shared her personal experience with the Multi-Level Marketing (MLM) industry. Shay discussed both the challenges and successes she has encountered, particularly during her time with DoTerra (starting in 2017) and later with Monat, a popular haircare MLM company.
Shay reflected on her earlier struggles in the MLM space, describing how, like many others, she faced significant hurdles. While MLMs, including Monat, continue to be legal in many regions, industry reports indicate that a vast majority of participants—up to 99%—fail to generate a profit. This has led some to compare them to pyramid schemes, though they remain distinct in their legal status.
Since joining Monat in 2023, Shay’s fortunes have shifted, with much of her recent success attributed to the recruitment of Caro Tahana (@carotahana), another ex-reality TV star from The Block. Caro, known for her social media influence, leveraged her online presence to build a successful downline within the Monat structure. Thanks to Caro’s efforts, Shay now receives a bonus from the sales generated by her recruits.
Shay’s emotional Instagram live highlighted the ups and downs of the MLM world, with success often hinging on timing, luck, and the ability to recruit others into the business. Both Shay and Caro have seen significant earnings through Monat, though it’s important to note that success in MLMs can be highly variable and dependent on several factors, including the ability to build a team.
Meanwhile, in the broader MLM landscape, some notable figures have emerged. For example, former Lorraine Lea consultant (now gone bust) Cass Dodds made a swift transition to Monat in 2024, quickly rising to one of the company’s top earners. This success is often cited as an example of how former recruits from other MLM companies can contribute to rapid growth within a new structure.
However, Monat’s business model and its association with influencers have sparked criticism, particularly in light of the company’s earning potential, which is not always transparent. According to the latest available data, a significant percentage of Monat’s Australian market partners earned little or no income in 2022. While some top earners like Shay, Caro, and Cass have seen significant success, most participants in MLMs tend to struggle with the recruitment-heavy nature of the business.
Despite these challenges, Monat continues to attract attention in the influencer space. Influencers like Shay and Caro often use their platforms to promote the brand, highlighting their personal achievements within the company. This is part of a broader trend where reality TV stars and social media influencers join MLMs, using their established online followings to recruit new members into the business.
However, the experience of these top earners is not reflective of the broader MLM reality. Many participants find themselves caught in a cycle of recruiting and selling with limited financial reward. The nature of MLMs means that only a small percentage of participants will reach the highest levels of success, while the majority may not recoup their initial investments.
As with many MLMs, the debate over Monat’s practices continues, with critics citing concerns about the company’s business model, product claims, and the pressure it places on participants to recruit others. While the company has implemented policies and training materials in an attempt to mitigate these concerns, the controversy surrounding MLMs as a whole remains an ongoing discussion.
Income Disclosure Statement - MONAT GLOBAL: “The average annual income for ALL USA Market Partners at all ranks (which includes Active and Inactive Market Partners) in 2023 was $888. Thirty-four percent of USA Market Partners were not Active in 2023 and therefore did not earn any commissions.”
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