Pure Haven Essentials Review: Soulless reboot of Ava Anderson?
Pure Haven Essentials are based of Rhode Island in the US and operate in the personal care MLM niche.
Oddly enough, there’s no information on the company website about who owns or runs the business.
Further research reveals Pure Haven Essentials launched early last year as a reboot of Ava Anderson.
Ava Anderson was named after its founder, who launched the company when she was just fourteen back in 2009.
On January 26th, Ava Anderson abruptly announced they were shutting down.
A notice posted on the Ava Anderson website from the Anderson family cited harassment and bullying.
We hope you will be able to understand that our daughter has been under attack, online and in person, and has been tethered to social media for years, attempting to protect the brand and the company she cares so much for, as well as for each of you.
She (and our family and team) have always felt a tremendous responsibility to all of you and we have done our very best to fulfill that.
We withstood the attacks because we felt the message was so dear to us, as well as the tremendous responsibility we have always held for our employees and independent representatives, who have built important incomes through hard work and dedication to their businesses.
Sadly, there are many who are ’keyboard brave’ who have made this experience intolerable for our daughter and our family.
It has accelerated over time, and we see no end in sight.
We know we have made the best decision, and believe that anyone would take this same action if their child or family was being treated in this manner.
According to BelowTheFork, the bullying and harassment might not have been as sinister as Ava Anderson (the company) made it out to be.
This Ava Anderson scandal all seemed to begin when Jess over at Ecofriendlymamausa.com began questioning the ingredients—or lack of ingredients—in AvaHome Dish Soap.
In her all-natural experience, along with at-home soap making experts, she felt it was impossible for AvaHome Dish Soap to create as many sudsy bubbles as it does with the list of ingredients on the label.
She wanted to know exactly what ingredient was causing so many bubbles.
In Jess’s January 23, 2016 blog post she shows photographic evidence of her email thread with Kim Anderson in 2013 stating that Kim knew where “everything is from, how it is made, and from what materials.”
Essentially shutting Jess’s questions down. Fast forward to almost 3 years later, and a blogger investigating a product’s ingredients is considered “bullying.”
A secondary reason for the closure was suppliers purportedly violating contractual agreements”, by
including some of the ingredients, found on all store shelves, that we have passionately educated and even lobbied against, in several of our 80+ products.
This relates back to Jess’ research, which uncovered that all was not what it seemed with Ava Andersons’ soap.
Ava Anderson management team stated they were
diligently working to continue to offer the great products you have experienced over the past 6 years under a new brand.
That new brand was Pure Haven Essentials.
The owners of Pure Haven Essentials, for whatever reason, choose not disclose themselves on the company website.
Initially it seems Pure Haven Essentials was owned by the Averson family.
An August 3rd, 2016 Providence Business News article states ‘the buyout of the Anderson family was completed on Aug. 1.‘
Global Ventures Partners, owned by Bruce Jensen, Rudy Revak, Mary Julich and Steve Kole bought out the Averson family for an undisclosed sum.
Global Venture Partners also owns the MLM companies TuVous (fashion) and Symmetry Global (nutrition).
The press-release also cites two complaints to the USDA regarding their labeling practices, which the company claims it rectified.
The Andersons, who will not have any role in the new company, said in a statement that they are pleased with the new ownership, and described Global Ventures Partners as a “team of experienced and caring, direct-sales veterans.”
Further research reveals Joe Ochoa was appointed CEO of Pure Haven Essentials in May, 2016. Why there’s no information about Ochoa on the Pure Haven Essentials website is again unclear.
Ochoa’s LinkedIn profile cites him as “interim CEO” of the company so I’m not sure if it’s a permanent appointment (he’s been there for almost a year so one would assume so).
Joe Ochoa (right) co-founded South Hill Designs, a jewelry MLM company, with Brian Palmer in 2012.
In February 2016 Youngevity acquired South Hill Designs.
As per a Youngevity press-release dated the same month;
Youngevity is proud to welcome South Hill Designs into our family of expertly crafted jewelry lines, which include Mialisia and MK Collab.
South Hill’s modern classic and urban vintage styles are chic, fresh and sophisticated additions to our growing collections.
Three months later Ochoa was appointed CEO of Pure Haven Essentials.
Read on for a full review of the Pure Haven Essentials MLM opportunity.
The Pure Haven Essentials Product Line
Pure Haven Essentials market a personal care range of the products they claim are “free of harmful chemicals”.
All of our energy and passion go into formulating and creating the finest products, free of harmful chemicals, environmentally sustainable, and cruelty-free.
Our products are produced in small batches in-house by our dedicated staff at our USDA Organic Certified manufacturing facility in Rhode Island.
Our formulations are based on as many natural, plant-based, wild crafted and certified organic ingredients as possible, always with keen attention to health and environmental impact.
We use unadulterated essential oils, tested for purity, at recommended safe levels in combination with time-tested, beneficial botanical butters, powders, extracts, oils, and waxes, to create our well-loved line of safe products.
Product categories features on the Pure Haven Essentials website include:
- Skin Essentials
- Body Essentials
- Hair Essentials
- Baby Essentials
- Kid’s Essentials
- Home Essentials
- Men’s Essentials
- Face Essentials
- Oil Essentials and
- Spa Essentials
There are too many products to go over individually here (about a hundred by my count), however a full catalog with retail pricing is readily available on the Pure Haven Essentials website.
The Pure Haven Essentials Compensation Plan
The Pure Haven Essentials compensation plan focuses on a three-level deep unilevel team, expanded out as an affiliate qualifies at higher ranks.
Once downline affiliates start qualifying at higher ranks, the legs detach and generated sales volume is instead paid out via a generational bonus.
Pure Haven Essentials Affiliate Ranks
There are ten ranks within the Pure Haven Essentials compensation plan.
Along with their respective qualification criteria, they are as follows:
- Consultant – sign up as a Pure Haven Essentials affiliate
- Star – qualify for commissions and recruit at least one MLM commission qualified affiliate
- Double Star – generate $600 PV a month, recruit and maintain two MLM commission qualified affiliates and have a total monthly downline volume of $2000 GV
- Triple Star – generate $800 PV a month, recruit and maintain three MLM commission qualified affiliates (one Star or higher) and have a total monthly downline volume of $4000 GV
- Executive – generate $1000 PV a month, recruit and maintain four MLM commission qualified affiliates (two Double Star or higher) and have a total monthly downline volume of $8000 GV
- Bronze – generate $1000 PV a month, maintain four MLM commission qualified affiliates (one Executive) and have a total monthly downline volume of $8000 GV
- Silver – maintain $1000 PV a month, maintain four MLM commission qualified affiliates (two Executives) and have a total monthly downline volume of $30,000 GV
- Gold – maintain $1000 PV a month, maintain four MLM commission qualified affiliates (three Executives and one Bronze) and have a total monthly downline volume of $60,000 GV
- Platinum – maintain $1000 PV a month, recruit and maintain six MLM commission qualified affiliates (four Executives (at least one within the last 12 months) and two Silver) and have a total monthly downline volume of $120,000 GV
- Diamond – maintain $1000 PV a month, recruit and maintain seven MLM commission qualified affiliates (five Executives (at least one within the last 12 months) and one Gold) and have a total monthly downline volume of $300,000 GV
PV stands for “Personal Volume is is sales volume generated by an retail orders and an affiliate’s own purchase of product.
GV stands for “Group Volume” and is PV generated by an affiliate’s downline (directly and indirectly recruited affiliates).
MLM Commission Qualification
To qualify for MLM commissions a Pure Haven Essentials affiliate must generate $300 PV a month.
Pure Haven Essentials affiliates earn a retail commission on product orders by retail customers.
How much of a percentage commission is earned is determined by how much monthly PV is generated by the affiliate:
- less than $1000 PV = 30% commission
- $1001 to $1999 PV = 35% commission
- $2001 to $2999 PV = 40 % commission
- $3000 to $3999 PV = 45% commission
- $4000 or more PV = 50% commission
Residual commissions in Pure Haven Essentials are paid out via a unilevel compensation structure.
A unilevel compensation structure places an affiliate at the top of a unilevel team, with every personally recruited affiliate placed directly under them (level 1):
If any level 1 affiliates recruit new affiliates, they are placed on level 2 of the original affiliate’s unilevel team.
If any level 2 affiliates recruit new affiliates, they are placed on level 3 and so on and so forth down a theoretical infinite number of levels.
Residual commissions are paid out as a percentage of 70% of PV generated by affiliates within a unilevel team as follows:
- Consultant – no residual commissions
- Star – 5% on level 1 (personally recruited affiliates)
- Double Star – 7% on level 1 and 3% on level 2
- Triple Star – 7% on level 1, 5% on level 2 and 3% on level 3
- Executive – 7% on level 1, 5% on levels 2 and 3 and a bonus 2% on all unilevel levels (includes levels 1 to 3)
Note that when a personally recruited affiliate qualifies at the Executive rank, residual commissions are no longer paid out on that unilevel leg.
Bronze and higher ranked Pure Haven Essentials affiliates earn a Generation Bonus on up to five generations within each unilevel leg of their downline.
A generation in Pure Haven Essentials is defined when an Executive or higher ranked affiliate is found in a unilevel leg.
This affiliate caps off the first generation, with the second beginning immediately after them.
If another Executive or higher ranked affiliate is found in that unilevel leg, the second generation is capped off and a third begins.
Using this generational structure, Bronze Pure Haven Essentials affiliates can earn a percentage of sales volume generated in their Executive unilevel legs as follows:
- Bronze – 4% on one generation
- Silver – 4% on two generations
- Gold – 4% on three generations
- Platinum – 4% on four generations
- Diamond – 4% on five generations
Pure Haven Essentials pay a $500 Executive Bonus when an affiliate qualifies at the Executive rank.
$500 is also paid to the first Executive or higher ranked affiliate in their upline.
Joining Pure Haven Essentials
Pure Havens Essentials affiliate membership is $125 and then $5 a month after the first three months.
The impression that I get was Ava Anderson was pretty heavy on the whole family angle. So much so that whenever the company ran into problems, Ava Anderson and her immediate family became lightning rods for consumer anger.
Pure Haven Essentials is none of that.
Upon visiting the website the first thing that struck me is, whilst professional, the website is very corparatey. When trying to think up the best way to put it, I settled for it lacking soul.
This is MLM, your company has to have some sort of identity that sets it apart from your competitors.
Beyond a generic marketing spiel, there’s no specific information about Pure Haven Essentials or who runs it. You almost feel like you’re visiting a random distributor site for a parent company.
Whether that’s intentional or a result of Pure Haven Essentials being owned by a faceless corporation I can’t say. But as it stands the Pure Haven Essentials website has zero character.
I don’t mean this to sound worse than it is but for a company selling personal care products, perhaps a touch of the personal wouldn’t go astray.
Or at the very least some presence of CEO Joe Ochoa and a corporate bio. Maybe a sentence or two about Global Venture Partners (the name of which only adds to the sense of soullessness).
None of this of course is likely to matter to retail customers, however as an affiliate I’d find it hard to connect with the bland offering on the current Pure Haven Essentials website.
With respect to the product line, I’m giving World Venture Partners the benefit of the doubt and assuming they’re using different suppliers.
What did strike me as odd with Ava Anderson was why they didn’t launch legal action against the suppliers that allegedly duped them. Shutting down the company seemed to be more of an admission they were to blame rather than their suppliers.
In any event, Pure Haven Essentials’ products are USDA organic certified and as evidenced by Ava Anderson, there’s definitely a market out there.
As a prospective New Haven Essentials affiliate what you’ve got to ask yourself is whether you can carve out a slice of that market.
Pure Haven Essentials recommend affiliates go the party route. That is host a part at you or someone else’s residence.
The idea is that retail customers attend the party (you have to book people), sample New Haven Essentials products and (hopefully) place an order.
Two key dangers to watch out for with this model are exhausting your warm market (friends and family) to point of annoyance, and spending too much on samples (you are not reimbursed for samples your party guests try).
On that note, the Pure Haven Essentials compensation plan.
Overall the plan is tight and keeps an affiliate focused on their immediate team. The intermediate period between a leg going Executive and building a matching generational income might be disheartening but, if the leg grows deep enough, leaves you better off than a 2% team-wide commission.
One thing that struck me as a potential red flag is the inclusion of an affiliate’s own purchase toward commission qualification.
This is countered by high’ish PV requirements, making it unlikely that an affiliate is going to spend hundreds of dollars to qualify for commissions each month.
That brings us back to the sampling issue, so again be careful not to spend too much on samples each month if you’re not having much luck with party orders.
Spending big each month with little to show for it might commission qualify you but, if you don’t have retail orders generating commissions, at the same time pointless.