But the concerning aspects of MLM—the overall lack of verifiable profit, the strain on relationships—raise the questions: Are women in the church pursuing MLM because it’s truly the best outlet for their gifts? Or are they pursuing MLM because it’s one of the only options available to them?

Heather St.Clair’s phone peeks out of the plum, pleather laptop bag she totes around a women’s retreat in Lynchburg, Virginia. Before dinner with friends, she grabs the phone, swipes the oversized screen, then flashes a smile. “I just made $50!” she announces.

Last year, St.Clair became a seller with Thirty-One Gifts, a Christian-owned company that makes customizable bags and accessories. She wanted to get a deal on her laptop bag, and has since hosted 22 parties—in person, through catalog orders, and online. In July, the 38-year-old mother of four drove six hours to attend Thirty-One’s national conference in Columbus, Ohio.

There, the arena glowed pink from the crowd of 9,000 women dressed to match the signature magenta logo. Each wore a string of ribbons designating their achievements and goals: “Paid off debt!” “Empower women!” “Live for me!” Thirty-One Gifts has drawn in 300,000 sellers since Cindy Monroe founded it in 2003.

“We are a business that’s helping women make more income so they can reach their dreams and look for what God’s calling them to do,” said Monroe, 41, who named the company for Proverbs 31’s Wife of Noble Character.

Last year, Thirty-One Gifts brought in $643 million in revenue—more than popular purse line Vera Bradley, whose annual revenues average a half-billion dollars. Monroe recently appearedon a Forbes “Businesswomen to Watch” list. Her estimated net worth matches that of pop star Taylor Swift. “I want women to have the courage to think outside their box,” Monroe said.

As American women think outside the traditional boxes of “work” and “home,” they are leading a resurgence in multilevel marketing (MLM). Following the business structure of well-known brands such as Tupperware, Mary Kay, and Amway, today’s MLM phenomenon is led disproportionately by Christian women, many of them moms who want to set their own rules for work. Amid a post-recession economy and the cultural push for women to “lean in,” MLM companies are tapping women like St.Clair to share the good news of products they love—purses, makeup, and fitness shakes, among others.

Here’s how it works: MLM companies train sellers to become experts in a distinct product line to market to friends and acquaintances. Sellers earn a commission on their sales as well as the sales of their recruits. Depending on the company, they could be “consultants,” “stylists,” “wellness advocates,” or “agents.” But the goal remains: Educate your friends and family about a wonderful product, sell it to them, then recruit them to do the same. Many companies emphasize that sellers can work from home and set their own hours, and many evoke Christian language about mission and ministry.

Today, an estimated one in seven US households includes someone involved in MLM, also known as network marketing. Women make up 75 percent of MLM participants overall; in some jewelry and health-and-beauty companies, that number is more like 95 percent. The MLM industry recruited its biggest-ever sales force in 2014—as many Christians can attest, given the pitches and party invites popping up in their social media feeds, playgroups, and church events.

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