MUVD describes itself as a wellness company built on community, empowerment, and high-quality supplements. Its official website, registered to an address at John F. Kennedys Plads 3 in Aalborg, Denmark, promises to become “Europe’s most trusted brand for high-quality wellness products.” It was founded in 2025. It has a LinkedIn job listing seeking people with experience in “network marketing / MLM or direct sales.” And according to Google Keyword Planner data from April 2025 to March 2026, it receives an average of around 590 monthly searches in the Netherlands and roughly 40 in Denmark, the country where it was supposedly founded.
That gap tells a story worth examining.
What MUVD is
MUVD ApS is registered in Denmark as a retail seller of cosmetics. It sells dietary supplements, weight management products, energy powders, skincare oils and protein bars under its own brand. Its business model is multi-level marketing: affiliates join, pay to access the product range, sell to customers, and earn commissions both on their own sales and on the sales of the people they recruit. The more people you bring in, the more you can earn. The people you bring in are encouraged to bring in more people. This is a standard MLM structure.
The company’s recruitment materials are candid about this. A job listing documented by researchers describes the opportunity in terms typical of MLM recruitment: “fantastic products,” “the industry’s best commissions and bonuses,” flexible working hours, mentorship, and location freedom. The listing explicitly specifies that candidates should have “knowledge or experience in network marketing, MLM or direct sales.” Minimum age: 23.
None of this is unusual for the MLM sector. What is unusual is where MUVD is actually operating.
The Netherlands: where the interest lives
The numbers from Google Keyword Planner are striking. Globally, “MUVD” receives around 1,000 average monthly searches. Of those, 590 come from the Netherlands. Denmark, the country of origin, accounts for approximately 40. That means the Netherlands generates nearly fifteen times more search interest in MUVD than the country where the company is headquartered and registered.
This is not an accident of geography. It reflects a deliberate recruitment strategy. Dutch affiliates appear prominently in the company’s social media content. And as our own research confirmed, MUVD is actively recruiting in the Netherlands through LinkedIn outreach.
One of our editors was contacted directly. The message arrived on LinkedIn from someone presenting himself as active in “the wellness industry.” The opening message, dated late April 2026, was warm and vague in equal measure: “Our company is expanding. We work in the wellness industry and focus on sports, energy and a healthier lifestyle. We are looking for people interested in earning a full-time or part-time income alongside their current job or studies, with location freedom. A minimum of 8 to 12 hours per week is required.”
The company was not named in the initial message. When our editor expressed interest and asked for more detail, the response described the work as “online marketing via social media,” covering “page management, promotions, marketing and surveying.” There was also, he mentioned, an office in Rotterdam.
Only after several exchanges did the conversation move toward a phone call, at which point more details would apparently be provided. The name MUVD did not appear in the written messages at all.
This pattern, a friendly approach, vague framing, gradual disclosure, and an invitation to a call or meeting before the company is named, is a textbook MLM recruitment sequence. It mirrors almost exactly the approach used by IM Academy recruiters documented in earlier investigations by our editorial team, and the psychological mechanics described in our first article in this series.
The LinkedIn conversation itself is telling. His profile lists his occupation as “online entrepreneur in the wellness industry.” His messages are professional and friendly. He is almost certainly not a cynical operator. He is, in all likelihood, a MUVD affiliate doing what he has been taught to do: identify potential recruits, make contact, build rapport, and move toward a meeting. The recruitment script is running; the person delivering it may not fully recognize it as such.
What Dutch regulators say about MLM
In the Netherlands, multi-level marketing is legal provided the primary economic activity is genuine product sales to external consumers rather than payments from participants. The Kansspelautoriteit, which oversees gambling and pyramid schemes, defines an illegal pyramid as a construction in which participants earn money exclusively or primarily by recruiting new participants who themselves pay to join. The Autoriteit Consument en Markt can intervene when misleading commercial practices are reported, though as KRO-NCRV’s Pointer programme documented in its investigation of Healy, the ACM has historically been slow to act on MLM complaints, partly because the legal boundary between legitimate MLM and illegal pyramid scheme remains blurry in Dutch law.
MUVD sells tangible products, which places it on the legal side of that boundary under current Dutch and Danish frameworks. That does not mean the model is without risk for participants. As research by Claudia Groß of Radboud University Nijmegen has documented, the structural problems of MLM, the income concentration at the top, the high dropout rates, and the reliance on recruitment rather than genuine consumer sales, apply regardless of whether the products are real. The question is always whether participants are earning primarily from selling, or primarily from recruiting.
MUVD has not published an income disclosure statement. No independent data on participant earnings is available. Without that information, it is not possible to determine what proportion of MUVD’s revenue comes from external consumer sales versus internal purchases by affiliates trying to qualify for commissions.
The search gap and what it means
The gap between Dutch and Danish search interest in MUVD is not just a statistical curiosity. It reflects something structural about how modern MLM operations work. MUVD is registered in Denmark, giving it a European company registration and a degree of institutional legitimacy. But the people being recruited are overwhelmingly elsewhere.
This matters for accountability. When a Dutch affiliate recruits a Dutch resident and something goes wrong, the company the recruiter represents is incorporated in another EU member state, with its own regulatory environment, its own business registry, and its own enforcement bodies. The Dutch government has no direct jurisdiction over a Danish company. The Danish Consumer Ombudsman has limited visibility into what is happening in the Netherlands. And the EU framework for pyramid schemes, as Groß has documented, is still not specific enough to clearly cover MLM structures that use real products to remain technically legal.
The result is a familiar regulatory gap: a company founded in one country, actively recruiting in another, operating in a legal grey zone that no single authority is clearly responsible for policing.
What to watch for
MUVD is, by any reasonable measure, a very small company. It was founded in 2025. It has one registered address. It has not attracted media attention or regulatory action in any country. None of that necessarily means it will become a problem. Many small direct sales businesses operate without causing harm.
But the pattern of its growth is worth watching. The concentrated Dutch search interest. The LinkedIn recruitment by affiliates who do not name the company upfront. The job listings seeking people with MLM experience. The Rotterdam office. The absence of income disclosure. The product-based legal cover that keeps it outside the reach of pyramid scheme regulation.
These are the structural features that characterize MLM companies that have caused harm elsewhere. They are not proof that MUVD will do the same. They are reasons to pay attention.
If you have been approached by a MUVD recruiter, or have experience as a MUVD affiliate, we would like to hear from you.
Sources
MUVD ApS official website and company materials. https://muvd.com
Danish Business Authority (CVR Register). MUVD ApS, registration Aalborg, 2025.
Google Keyword Planner data, April 2025 to March 2026. Search volume for “MUVD,” Netherlands (590/month), Denmark (40/month), global (approx. 1,000/month).
Groß, C. and Martin, H. (2023). MLM Explained: The facts about multi-level marketing, network marketing, and direct selling. Radboud University Nijmegen / Talented Ladies Club. https://hdl.handle.net/2066/290373
Pointer, KRO-NCRV (February 2023). Netwerkmarketing: Zo voorkom je dat je erin trapt. https://pointer.kro-ncrv.nl/netwerkmarketing-zo-voorkom-je-dat-je-erin-trapt-0
Kansspelautoriteit. Aanpak online piramidespelen. https://kansspelautoriteit.nl/aanpak-online-piramidespelen
Autoriteit Financiële Markten (AFM). Piramidefraude. https://www.afm.nl/nl-nl/consumenten/waarschuwingen/piramidefraude
Zeist.NU (2024). Jongeren in de val door piramidespel: overheid doet niets. https://www.zeist.nu/jongeren-in-de-val-door-piramidespel-overheid-doet-niets/
LinkedIn recruitment conversation with MUVD affiliate, documented by Exit the Pyramid editorial team, April to May 2026.
Exit the Pyramid is an independent research and journalism platform investigating MLM structures, online recruitment tactics, and the regulation gap that allows them to operate. Founded in the Netherlands.
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