The Rise and Fall of Black Oxygen Organics: A Cautionary Tale in Wellness

“It’s awkward to be sitting in here with parasites moving around you, but I know that my body needs this,” says Jessica Harwood, a 43-year-old yoga teacher and energy healer, as she prepares to film her first bath with Black Oxygen Organics (BOO) powder. On that June Tuesday evening, the murky water reflects the ceiling of her bathroom, hiding the intriguing and disturbing white specks that float around her as she soaks. “I’m just overwhelmed and disgusted,” she continues, “The only way we can get rid of these is through our biggest organ, which is our skin.”

The Allure of Black Oxygen Organics

Harwood’s foray into the world of Black Oxygen Organics was spurred by a recommendation from a friend. This multi-level marketing (MLM) company was riding a wave of popularity in North America, touted as the solution for detoxing with the use of fulvic acids—organic compounds found in soil. BOO, affectionately termed “BOO” by both sellers and customers, saw a significant rise in brand partners, many of whom were young women eager to sell various products ranging from powders to coffee pods. These women flooded social media with convincing testimonials, demonstrating BOO’s unique uses, from face masks to dietary supplements.

A New Era of MLM

The rise of social media has transformed the MLM landscape from grassroots gatherings like Tupperware parties to a digital frenzy reminiscent of cult-like enthusiasm. As brand partners championed the purported miracle of essential oils, dietary powders, and natural skincare on platforms like Instagram and TikTok, a competitive and sometimes aggressive marketing environment emerged. But with this growth also came scrutiny; the MLM model, once celebrated for its community-oriented approach, began attracting criticism for potentially exploitative practices.

The Backlash Against BOO

Black Oxygen Organics soon became a target for activists focusing on the questionable tactics often employed by MLMs. The shocking downfall of LuLaRoe, a company accused of pyramid scheming, set a precedent. In November 2021, BOO’s reputation plummeted, culminating in a swift closure just before Thanksgiving, as the company faced significant legal challenges.

Low Barriers, High Stakes

One reason BOO rapidly gained traction was its low entry cost. Potential brand partners only needed to purchase $110 worth of products to get started, making it more accessible than other MLMs requiring hefty buy-ins. This ease of entry, combined with claims that everyone needed a detox from "living parasites", positioned BOO uniquely within the market. The fervor surrounding these claims led many users to believe they were ridded of impurities, evidenced by shared photos of so-called parasites found in their baths or toilets.

The Science Behind BOO’s Claims

However, the scientific backing for these claims was questionable at best. Health professionals like John David from Harvard and infectious disease specialist Luciano Kapelusznik expressed skepticism toward the validity of the photos shared by BOO’s users. They critiqued the idea of widespread parasitic infections purported by brand partners, labeling them as psychologically driven misconceptions.

Activist Intervention

As BOO’s sales skyrocketed, so did scrutiny. Activists like Roberta Blevins and Ceara Manchester began investigating the brand’s practices and products. Manchester’s Facebook group, BOO is WOO, sought to expose the misleading assertions made by BOO and rallied collective complaints to be filed with the Federal Trade Commission (FTC) and Food and Drug Administration (FDA).

Class Action Lawsuit and Company Closure

In November 2021, a significant blow was dealt to BOO with a class-action lawsuit alleging unsafe levels of toxic heavy metals in their products. The company’s hasty response attempted to dismiss these allegations as misunderstandings but could not withstand the wave of evidence collected by activists. Health Canada issued recalls of BOO products due to misleading claims, which only further diminished consumer confidence and led to BOO’s downfall.

Unraveling the Mystique

At the helm of Black Oxygen Organics was Marc Saint-Onge, a self-styled “Mud Man” who layered his stories of finding healing properties in Canadian soil with extravagant claims about the benefits of fulvic acid. As he transitioned from one health company to another over the decades, the systemic issues within BOO were obscured by his charismatic storytelling.

Despite the underlying science suggesting that the fulvic acid purportedly used in BOO was primarily tied to agricultural benefits rather than human health, many brand partners continued to passionately advocate for the product. The BOO marketing materials painted a utopian picture of wellness, playing into long-standing cultural desires to detoxify and purify the body.

Community and Belief

Participants in the BOO phenomenon revealed a complex intersection of belief systems and psychological needs. Many found connection and community among fellow users, often fueled by a shared dissatisfaction with conventional medicine and mainstream health narratives. The belief that parasites and toxins lurked in everyday life was exacerbated in the context of the COVID-19 pandemic, leading many to cling to alternative health solutions.

The Dark Side of Enthusiasm

As the fervor around BOO exploded into bizarre claims—some brand partners encouraged others to see ailments and irrational behaviors in their children as signs of parasitic infection—it became apparent that the community dynamic was intensifying the absurdity of the situation. Social media posts illustrated the spiraling beliefs around the product, leading to an environment where irrationality thrived.

By November 23, BOO had ceased operations entirely. The abrupt decision left a wake of disappointment, confusion, and anger among its countless brand partners. As allegations of corporate malfeasance haunted the company’s final days, those who had eagerly promoted the product were left grappling with their decisions and seeking reassurance from community and new health narratives.

The Aftermath: Healing or Hurt?

The closing of Black Oxygen Organics was more than just a corporate downfall; it was a communal unraveling for many who believed wholeheartedly in the product. Even as former users spoke out against the company, some continued to defend it, attributing their loyalty to a spiritual connection or an instinctual distrust of mainstream health narratives. For Jessica Harwood, her experience with BOO had morphed into an unsettling narrative where her intuition told her something was wrong, and despite the drastic claims of healing, she found herself doubting the safety of the product she once endorsed fervently.

In this cautionary tale of wellness culture, the rise and fall of Black Oxygen Organics exemplify the precarious balance between belief, community, and the pursuit of health within the ever-evolving landscape of alternative medicine.