Our Mission
is to create freedom, serve others, and strengthen families through fashion. It’s a community where lives are being improved through love, purpose, confidence, trust & growth.

LuLaRoe brings together tens of thousands of Independent Fashion Retailers who seek the freedom of an entrepreneurial lifestyle through sales of comfortable, affordable and stylish clothing. Founded in 2013 by husband and wife duo Mark and DeAnne Stidham, the Corona, California-based brand brought $1 billion into the pockets of small business owners in 2017; making it one of the fastest growing apparel manufacturers in the country.

Unique, limited-edition prints and patterns have created a nationwide “unicorn hunt” as Consumers seek out thousands of LuLaRoe Independent Fashion Retailers nationwide to find their favorite pieces. The diverse styles and sizes offer many options that can be dressed up or down for day-to-night looks in a variety of fits and fabrications.

LuLaRoe is a pioneer in social retail and one of the fastest growing apparel brands in the U.S. Independent Fashion Retailers showcase LuLaRoe’s unique styles through pop-up boutiques in their communities, and around the nation via social media live sales.



Mark and DeAnne Stidham founded LuLaRoe in 2013 with a dream to teach and share their entrepreneurial business success with families around the country. They wanted others to enjoy the freedom and flexibility they have found through business ownership.

LuLaRoe provides value to an underserved market segment in America: focusing on simple and affordable fashion for women, men and children—while offering something for all personalities and body types. For Independent Fashion Retailers, this innovative business model provides an opportunity to sell comfortable, affordable and stylish clothing through pop-up boutiques and social media live sales; which allows families to build lasting relationships in their communities and network with customers around the country.


Through fashion, LuLaRoe creates freedom, serves others, and strengthens families. A place where lives are being improved and dreams achieved through love, purpose, confidence, trust, and growth.



As DeAnne’s children became older, she continued doing what she loved—designing and creating clothing. One day, her daughter came to her and asked if she could custom make her a Maxi skirt. Excited with the beautiful piece, DeAnne’s daughter showed all of her friends, and they each instantly needed one for themselves. It was in this moment that DeAnne realized the potential of her skirt. In less than six months, DeAnne sold 20,000 skirts at in-home parties!

After seeing the success she was achieving, DeAnne wanted to take her business one step further. Partnering with her Husband Mark, they came together and devised a plan to help families around the world.

In 2013, LuLaRoe was founded and became a truly remarkable business—taking fashion to the next level. The innovative business model gives Independent Fashion Retailers the ability to set their own schedule, pace, and the opportunity to do what they love and profit from it as well.

Today, DeAnne is forward-focused, consciously striving to improve lives, while building a legacy for generations to come.

Thousands of millennial moms, couples and parents around the U.S. sell LuLaRoe’s comfortable and affordable collection as Independent Fashion Retailers. The company provides families with the opportunity to work from home while raising their children; providing the freedom to set their own pace and schedule—and the confidence to become successful entrepreneurs. This opportunity has allowed many to live their best life in a way that best suits their goals and aspirations. To find a Retailer near you, visit www.lularoe.com/retailer-map.


LuLaRoe is committed to helping a new generation of business owners successfully take the leap into entrepreneurship. We work with a network of Independent Fashion Retailers who sell LuLaRoe clothing in unique, exciting in-person and online Pop-Up Boutiques.

The Social Retail model is built on hard work and creativity. Each Retailer becomes their own business owner and sets their own schedule and pace. After making a minimum product order from LuLaRoe, they sell the LuLaRoe collection to Consumers at a markup. Retailers can choose to operate their business functions—such as ordering inventory, marketing, and selling products—from the comfort of their home.

LuLaRoe has reached audiences around the country with their stylish and comfortable clothing. Ranging from a variety of sizes and prints, LuLaRoe has pieces for women, children, and men. The collection is made up of unique styles, such as: dresses, skirts, denim jackets, leggings, and so much more! They are perfect for laying and transitioning at any time of day. Check out the entire collection and download imagery at Newsroom.


The LuLaRoe men’s line is comprised of different styles, offering the same stylish comfort the women’s line offers. From t-shirts to Henleys, button downs and denim jackets—these easy to wear pieces are timeless staples to add to your wardrobe. Check out the entire collection and download imagery at Images.

Stemming from an extended family with 100 years of entrepreneurship, Mark and DeAnne Stidham were inspired to follow in the footsteps of their heritage.  This legacy began when DeAnne’s great-grandfather, William Startup, opened his first candy business in Manchester, England.

Relocating to Utah in 1895, William’s grandson created the first filled candy bar! Due to its exciting popularity, this tasty treat was such a hit; landing itself on the iconic passenger liner—the Titanic! Along with the first filled candy bar, they created Magnolia Candies and several confections that included Coca-Cola as part of their ingredients. The Startup Candy continued to flourish and is still operating today.

Moving to the early 1900’s, DeAnne’s grandparents operated a full service wedding catering business to the Hollywood stars. It was at this time, they began a one-of-a-kind gown boutique; creating  a one-stop-shop for their clients.

Fast forward to today, a number of William’s 22 grandchildren continued in his footsteps and followed the business model he established.

From contractors, to artists, to entrepreneurs and visionaries—the family legacy of creating quality products is a spirit that will continue to be passed down through the family.

LuLaRoe is committed to strengthening families and communities by providing small acts of kindness to those who need it most. In just five years,  LuLaRoe has donated over $7 million to help philanthropic organizations around the U.S. LuLaRoe is also dedicated to the charitable efforts of others, and offers a Fundraising Match program for Independent Fashion Retailers.