Monday, June 12, 2017

Should you join Pure Haven Essentials?

Pure Haven Essentials is a multilevel marketing company that specializes in beauty products with safe, non-toxic ingredients.  The company was previously known as Ava Anderson Non Toxic, but rebranded in 2016.  

As such, the name and website are pretty new, but the business model and the customer base are pretty old.

So did I get on board? This explains everything:

The rebranding happened under some mysterious circumstances.  Ava Anderson Non Toxic held the unique distinction of being the only MLM founded by a teenagers, back in 2009.  

It grew rapidly, but shut down operations in 2016, according to the Providence Journal.  Now rebranded as Pure Haven Essentials, the company is under new ownership and is run by a more traditional management team (again, as reported by the Providence Journal).  

The launch of the rebranded company was not without setbacks; soon after its launch, the United States Department of Agriculture cited the company for falsely claiming its products were organic (though the citation dates to products made when the company was still Ava Anderson Non Toxic.  

Nine months later, the company went through the verification process and was officially awarded the right to market its products as organic, so this concern seems to be behind the company.

Analyzing the company’s popularity is tricky because of the name change and the related controversy.  Ava Anderson was experiencing modest but steady growth, then search traffic skyrocketed due to the rebranding news.  Pure Haven Essentials has essentially been a mirror image of the trend, with initial search volume tapering down to a seemingly steady level.  

Unfortunately, the company hasn’t been around in its most recent incarnation to be able to reliably evaluate the trajectory of its popularity yet.


All controversy aside, Pure Haven Essentials still serves up the same type of products that Ava Anderson did.  Broadly speaking, Pure Haven Essentials sells a lifestyle that is based on some of the most strict non-toxic ingredient interpretations in the health and personal care industry.

Pure Haven Essentials’ products rely heavily on plant extracts, natural materials, and oils to constitute their products.  Their toothpaste, for example, is fluoride-free, and based on aloe vera, calcium carbonate, vegetable glycerine, and bentonite clay.  

The gritty ingredients (calcium carbonate and bentonite clay) abrade food debris on your teeth.  The product, like all non-fluoride toothpastes, aren’t certified by the American Dental Association, but if you are interested in natural products, that’s kinda the point.

One of Pure Haven Essentials’ top-selling products is their Dream Cream, an intensive moisturizing product that makes use of the soothing and hydrating properties of its key ingredients, aloe vera juice, shea butter, and olive oil.  

With respect to aloe vera, scientific research published in 2006 in the Journal of Agricultural and Food Chemistry demonstrated that aloe vera extract improves the moisturizing effects of skin lotions.  The most likely explanation was that the aloe vera helps form a coating that prevents water from evaporating from your skin and drying it out.

Olive oil is less common in cosmetics, but appears to have antibacterial properties, which is great if you have acne or razor burn problems.  Research published in 1995 found that olive oil contains compounds with a broad spectrum of antibacterial action.

Shea butter, on the other hand, is useful mostly for its antioxidant and anti-inflammatory properties.  A 2014 review study in the journal Critical Reviews in Food Science and Nutrition noted that the research is at an early stage, but the presence of antioxidant compounds like vitamin C in the processed shea butter show promise in cosmetic applications for issues like puffy eyebags or oxidative damage to skin.

Say what you may about the ingredients in Pure Haven Essentials, but hold off any criticism on the pricing.  Their products, though organically certified and based on sometimes-exotic plant extracts, are priced very inexpensively for a personal care MLM.  This has advantages and disadvantages when it comes to compensation.

Compensation plan

If you want to get in on the non-toxic personal care business going on at Pure Haven Essentials on the distribution side, you need to pick up a starter kit.  

This will cost you $125, and includes a veritable cornucopia of product samples. From here, you can start earning profit on retail sales immediately.

You start out at a 30% commission, and for every $1000 of monthly sales, this bumps up by five percentage points until you reach discounts of 50%, which is mighty good, especially considering the already-low cost of their products. 

As for building your team, the unilevel compensation plan starts rewarding you with downline commissions once you reach $300 in monthly sales.  

At this point, you get 5% commission on downline sales, but this is only on the 70% wholesale cost (i.e. they take off the 30% discount first).  So really it’s more like a 3.5% downline commission.  To reach two levels of downline commissions, you need $600 in personal sales, two active legs, and over $2000 in total team sales.  

The difficulty of getting higher levels of commission and deeper levels of commission scales pretty aggressively from here on up, too.  Still, the high retail discount rates offset this; the real trick is going to be selling the volume of products needed to reach the minimum volume to stay active.  

You’ll need a lot of customers (or a lot of distributors below you) because of how cheap the products are.  On the flip side, the cheapness of the products also makes it easier to sell.  So it’s all a numbers game.


It’s too soon to evaluate the income opportunity for Pure Haven Essentials directly, but it’s in a pretty unique market position.  There is a heavy demand for safe, non-toxic personal care products, and the price point is great.  

The jury is still out on the efficacy of the products, but they seem to be based on pretty solid product design.  The compensation plan rewards high volumes of direct sales to a greater extend than building up a team, at least initially, so if you decide this MLM is right for you, focus on building up your direct customer sales volumes.

If you’re set on MLM, Pure Haven Essentials isn’t terrible, but probably not the most profitable opportunity, either.

If you’re doing it for the money, there are better ways to kill your day job. You might like our coaching because it shows you the good life without peddling products to your family and friends.

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