iDeemlawfulYoung people, including students, are increasingly enticed by promises of lucrative jobs and rapid success. But once they enter, the illusion collapses. They are conditioned to disregard schooling and respectable work, pushed instead into sales chains where earning any real income is nearly impossible, writes IBRAHIM ADAM
At 20, Adebiyi Asabi (not her real name) had her dream of financial breakthrough sold to her in a packed hall in Lagos. For two years, she endured intense heat, hunger and rain while working with NeoLife, a global health and wellness company she believed would transform her life.
That hope evaporated during a phone call in the middle of the 2020 COVID-19 lockdown. Her leader, Sanni Razaq, dismissed her sick mother as nothing but a barrier to sales.
“How can your mum be shielding your success? She should die if she wants to die. She should die for you to do your business.”
“That statement changed my mind completely. I realised they only cared about themselves,” Asabi, now 27, told Saturday PUNCH.
In anger and disillusionment, she gathered her inspirational books, catalogues and unsold items — materials that had taken over her life — and set them on fire. It became a symbolic end to a pursuit of wealth that had left her exhausted, broke and emotionally wounded.
Her recruitment began on a hot afternoon in March 2018. While heading to Ijaiye, Lagos, a woman approached her with what appeared to be a harmless question.
“She gave her name as Tosin and asked, ‘What do you do for a living?’”
“I am a make-up artist,” Asabi replied.
Tosin instantly presented what sounded like a promising opportunity to a young job-seeker.
“Wow, what a coincidence. Our office needs a make-up artist for our models. The pay is good,” she said.
Deceptive recruitment
Tempted by the job offer, Asabi traced the address to Abesan Estate. Instead of an interview, she found more than 400 people seated. She would later describe the entire event as manipulation disguised as empowerment.
Fear soon shifted into curiosity as polished speakers took the stage, promoting stories of huge monthly earnings. What appeared to be a simple job offer quickly turned into a “wealth creation” pitch.
“One said he was a trader making over N200,000 monthly. Another said he was a Senior Manager earning N500,000. The main leader claimed he earned over one million naira monthly. I felt that if they could make that kind of money, I could make it too,” she said.
Recruits were told their families were poor because of the choices they made.
“All of us who came that day had been lied to. They knew that if they told us it was a seminar, nobody would attend. They brainwashed us. They explained why our parents, neighbours and families were poor, saying they were poor because they did what poor people do — shoe-making, sewing clothes, trading, being bus conductors or drivers, selling rice and beans. They said those jobs would keep them poor for life.”
According to Asabi, leaders emphasised that wealth was not gained through school or regular jobs, but through leveraging people.
“They brainwashed us and opened a WhatsApp group where they sent messages to change our mindset. Once you’re inside, leaving becomes difficult — not because of charms but because their words are carefully crafted.
“They tell students that school is a scam. They say people who didn’t go to school are making millions. When I met Tosin, I was preparing to sit for UTME and move into a higher institution. But after joining, I abandoned my education. It hurts, but I still want to continue,” she said.
Hoping to improve her life, she began thinking of signing up, even though she lacked the funds.
‘Abnormal people tactics’
To register, Asabi needed N16,500 — money she did not have. Instead, an upline named Gboyega gave her a bottle of TRE-EN-EN worth N12,000.
He claimed they used “crazy methods others couldn’t do”, including boarding buses without paying through what he called “abnormal people tactics.”
He taught her their chant:
“Abnormal people!”
“NeoLife!”
“Doing abnormal things!”
“NeoLife!”
“Making abnormal money!”
“NeoLife!”
He also told her to whisper to passengers, asking, “Please, sir or ma, can you help me with transport fare?” If one refused, she should try the next. She declined.
After they entered a bus, she sat on his lap. He urged her to try the tactic, but she refused. Gboyega whispered to another passenger and got the fare.
“After all they taught me, I realised their attraction skills were based on lies. They would never tell you it was a seminar. They built the business on lies. When they approached you, they’d say, ‘Sorry to disturb you, if you don’t mind, can I have a word with you?’ Then ask what you did for a living. Whatever you said was what they would use to lure you.
“As a distributor, you must lie to lure people to the seminar. Once you get to the seminar, you are gone. They also shared flyers without the company name. They wrote fake job offers and inflated salaries to attract people,” she said.
Moving up the pyramid
Her second visit revealed the group’s hierarchy. Every leader oversaw a cluster of recruits. On Tuesdays, members gathered in small rooms for product sharing and “grooming.”
“There were groups like Oriade Team, Ijoba Lambo Team and Aralamo Team. That was where new members were taught to sell products, manipulate customers and recruit more people. The main targets were family and neighbours,” she said.
It was during these sessions she saw the real aim.
“They say people are money in NeoLife. The more people you bring, the more you earn. Your level rises with your team size.”
She listed the ranks — Distributor, Manager, Senior Manager, Director, Emerald Director, Sapphire Director, all the way to five Ruby Directors, then one to five Diamond Directors.
The top level was advertised as a doorway to unimaginable wealth.
“They said the final status earned unlimited money — around N300m monthly. They told us that one Afeez Tijani, a five Diamond Director, made N200m monthly,” she said.
Asabi became more comfortable approaching strangers. “Approaching people was no longer difficult,” she said. But the promises had rigid requirements.
“They told us Jerry Brassfield said we must meet 100 point value monthly for 20 years to become rich. That is about N100,000 a month,” she recalled.
Higher ranks demanded even steeper goals. “A manager must make 250 points monthly — that’s N250,000. A director requires 4,000 points. These targets make people desperate,” she said.
Asabi advanced, becoming a manager and then senior manager, consistently meeting the gruelling targets.
“I continued the business, had customers, and ordered products. I stepped up to the Manager, doing 250 points. I became Senior Manager with 500 points monthly with my leader’s help,” she said.
Facing the walls of realities
Despite her progress, Asabi soon realised her returns were nowhere near her investment. After putting in N250,000 as a manager, she received only N2,000.
“During our monthly cheque session, I wondered how anyone survived after I received mine. I was angry, but they motivated me again with books like Dream Achiever. Once they used that on you, you can’t think straight. After listening, I got motivated again and continued. Mind you, there are no benefits for us — no HMO, no pension, nothing,” she said.
The pressure eventually affected her health.
“As time went on and the stress overwhelmed me, my body began to change. I looked frail and slim, and my skin colour changed from light to dark.”
Her mother begged her to quit. “She asked me to stop, but based on what the company had told me — that my parents were poor, which was true because we didn’t have enough — I didn’t listen. I told her I didn’t want to be poor like her. I wanted to make money to take care of her.”
As she progressed, the weight of the business became heavier. Many of her recruits dropped out, leaving her to meet the targets alone.
“In the business, there are things you can do and things you cannot do. As a NeoLife member, there is nothing like New Year, Christmas, Easter, or any holiday. You must work every day. Whether in the rain or under the sun, you must work. There is no off-day and no time to mingle with your family. You dedicate your life entirely to the business,” she said.
Even basic needs were compromised. “As a distributor, it takes the grace of God to buy clothes for yourself because you want to meet your target. If your siblings abroad send you money, the first thing you do is buy NeoLife products because you’re not making sales,” she said.
Even sickness offered no relief. “When you are sick, the only thing on your mind is the 100 point value, and that won’t allow you to complete your medication.”
Exploitation, prostitution and manipulation
According to Asabi, many female members ended up in sex work to meet monthly goals.
“I can boldly say anywhere that 70 per cent of NeoLife ladies are into prostitution. They sell their bodies to make money to buy the products. They only buy the products for buying’s sake and are into full-fledged prostitution. How many people are buying the product?” she asked.
She said she was often harassed by customers who took advantage of the desperation of young women.
“When I got to some customers’ homes, after ordering many products, they told me they wanted to have sex with me. When I refused, they said they would no longer buy the products,” she said.
She alleged leaders overlooked such abuse and subtly praised those who used prostitution to stay afloat.
“They even told us that if possible, we should sell our breasts or cut our pubic hair for sale — just bring the money,” she recalled.
Her leader, Razaq, even made an advance at her. “He asked if I was a virgin. He told me we should go to a hotel and have a good time and that I wouldn’t regret it. I just looked at him and said he wasn’t okay.”
Her relationship collapsed because the group demanded total devotion, presenting itself as the only worthwhile “family.”
Her loved ones barely recognised her anymore.
Asabi eventually realised she had been drawn into an organised cycle of manipulation, pressure and deception.
“After all they taught me, I realised their attraction skills were based on lies. They would never tell you it was a seminar. They built the business with lies,” she said.
Recruiters used personal details to win people over.
“When they approached you, all they would say was, ‘Sorry to disturb you. If you don’t mind, can I have a word with you?’ Then they asked what you did for a living. Whatever you said was what they used to lure you,” she explained.
Members were trained to mislead others. Many shared flyers with no company name, advertising exaggerated salaries.
“They wrote huge salaries to attract people. They advertised cleaning jobs, ushering jobs, factory jobs and more,” she said.
Modelling false promise
Akinpelu Racheal (not real name), another victim, told Saturday PUNCH that her leader once said she deserved death for choosing her family over the NeoLife business.
Racheal joined in July 2018 when she was a 23-year-old teacher in Lagos. She recalled receiving a flyer from a woman who claimed she had the body to earn money as a model.
“She told me I looked like a model and asked if I could do modelling as a side hustle,” she said.
But the modelling job quickly turned into another NeoLife recruitment when she arrived at the centre and found people being briefed about the company.
“To my surprise, the same lady who invited me for modelling handed me over to someone else who was lecturing us about the company,” she said.
Racheal said the group insisted success was impossible without NeoLife and pressured her into joining.
She soon quit her teaching job after being told that real success came from recruiting, not selling.
“They told me that managers in NeoLife earned more than managers in banks,” she said.
Hoping for financial success, Racheal invested nearly N500,000 — money for her tuition for Years Two, Three and part of Four at the then-Adeniran Ogunsanya College of Education.
Her first cheque, slightly above N4,000, shattered her expectations.
“I used my school fees — almost five hundred thousand naira — to invest in the business. I believed becoming a senior manager would bring the breakthrough they promised. But when they called me out to receive my first monthly cheque, all I got was N4,000 plus — not even N5,000,” she said.
Intense pressure
Members were discouraged from spending their own money on transport and instead urged to beg drivers for free rides.
“We were taught never to use our own money for transportation,” she said.
The pressure to hit the 100 point value forced members into hardships — selling their phones, skipping meals or borrowing money they could never repay.
“They told us that even if we were critically ill and asked what we wanted, our answer should still be 100 point value,” she said.
Months passed with no improvement. She eventually quit in 2020 — a decision strengthened by a tragic family accident during the lockdown.
Her family was travelling for her grandmother’s burial when they crashed. “That day remains unforgettable. When we arrived at the accident scene, blood was everywhere,” she said.
Several relatives had broken limbs and severe injuries. With medical bills unaffordable, they turned to traditional healers. Racheal stayed with them for weeks before returning to Lagos.
Her leader’s reaction on her return exposed the organisation’s true values.
“When I returned, my leader said I should have died in the accident or at least broken my leg or hand for leaving the business to attend my grandmother’s burial without permission,” she said.
Throughout the ordeal, none of her uplines contacted her family.
“That was the moment everything became clear,” she said.
Racheal realised she was valued only for what she brought in.
Voices on campus
NeoLife’s reach extends across Nigerian campuses. A viral tweet by Arojinle (@arojinle1) prompted students to share stories of peers dropping out or losing focus.
An X user, MimmitheVA (@Ese415036749359), shared that she quit quickly after realising the truth. “Thank God my eyes opened on time. I did a few months with them. I was so disobedient then,” she said.
Alarape Sadiq (@AlarapeSadiq) admitted to making sacrifices for the scheme. He allegedly sold his Nokia 3310 to get a NeoLife kit in 2012, wasting a whole year before leaving.
Other students explained how NeoLife targeted freshers. Damola (@mubzzz_y) said the group used freelancing or business promises to deceive young students.
“Their motive is to recruit naïve students into their cohort, just to turn their minds against what they were sent to school to do,” he said.
Another X user, Physio-Designer (@vandaviid), described how her roommate’s grades declined sharply after joining NeoLife. She credited timely intervention for saving him.
Students at the University of Ilorin reported similar cases.
Tochukwu Udeze (JoeyTochukwu) noted the loss of an academic talent due to NeoLife.
T O Y E E B (@ToheebBash83278) summed up widespread frustration: “They are pure scammers, predators and manipulators. They are hijacking young students’ dreams, dressing it up as quick money. It is so pathetic how far they have destroyed the lives of many innocent students.”
NeoLife dismisses allegations
NeoLife has rejected claims of forced school dropouts and immoral practices to meet sales targets within Nigeria, insisting the allegations contradict the company’s principles.
In an email to Saturday PUNCH, the Director of Field Support (Nigeria), Adeshina Mustapha, described the claims as “extremely concerning” and at odds with the organisation’s global mission.
“Absolute integrity is one of our core commitments. We uphold honesty, transparency and ethical conduct without compromise,” he said.
Mustapha added that the company focuses on long-term development and equal opportunities.
“We ensure that every qualified participant has the same fair and empowering opportunity to succeed. Our focus is on sustainable growth, the development of people and long-term positive impact, not short-term pressure or exploitation. People are number one for us. We believe in treating others the way we want to be treated, with dignity, kindness and acknowledgement of each person’s unique role,” he said.
According to Mustapha, NeoLife enforces strict safeguards.
“Only persons aged 18 and above are permitted to join the business in Nigeria. We do not condone exploitation, coercion or any form of abuse. Claims such as forced dropout from school, immoral activities to meet sales targets, or leaders issuing harmful statements are entirely inconsistent with our code of conduct and are never tolerated,” he said.
He added that NeoLife has internal structures to ensure ethical conduct.
He also emphasised that their workers are independent distributors “who have agreed to uphold NeoLife’s procedures. We have been operating in Nigeria since 2000 and have consistently conducted our activities as a responsible corporate citizen.”
Vice-chancellors to gather evidence
The Secretary-General of the Committee of Vice-Chancellors of Nigerian Universities, Professor Andrew Haruna, vowed to gather evidence before taking a position on the matter.
“We will do our research to get all the necessary evidence because we do not have any proof yet. This subject matter is food for thought because it has to do with a national concern,” he said.
Parents and teachers have urged the Federal Ministry of Health, NAFDAC and other regulators to stop supplement companies from recruiting students.
The Chairman, Board of Trustees of the National Parent Teacher Association of Nigeria, Adeolu Ogunbanjo, told Saturday PUNCH that long strikes in public institutions push students into marketing schemes.
Ogunbanjo said the trend is worrying and that he regularly sees young children selling supplements on the streets.
“I come across young children on the streets all the time, and there are always many, indeed. For students’ involvement in this marketing, it is a sad one for us as parents. If you expand it further, you will discover that most student victims are from public institutions. I’m sure in private universities, you can’t get that.
“As parents, we advise that before any supplement company receives its licence, the Federal Ministry of Health, NAFDAC and other regulators should tell them not to involve any students in their activities. They should be required to fill a form that will prevent them from engaging anybody in tertiary or secondary schools, because before you know it, secondary school pupils will also join,” he said.
He blamed the situation on recurring academic strikes, which force students to find alternative means of survival.
Ogunbanjo said although students are not forced to join, many are enticed by attractive promises and later struggle to meet targets, leaving female students especially vulnerable.
FG launches portal
The Federal Government has opened an application portal for the Student Venture Capital Grant, offering equity-free funding of up to N50m to support innovative student ideas and reduce their involvement in network marketing schemes.
A statement by the Ministry of Education’s Director of Press, Boriowo Folasade, described the programme as a major step in supporting student-led enterprise.
The Minister of Education, Tunji Alausa, said the initiative aligns with the government’s effort to promote innovation within tertiary institutions.
Alausa said the scheme will equip students with high-level tools to launch their entrepreneurial journey.
