The International Space Station (ISS) has experienced a series of air leaks, with the first notable event detected in 2019.

Astronauts and cosmonauts began monitoring atmospheric pressure levels at this time, eventually identifying small but persistent drops in air pressure that suggested a leak somewhere in the station’s hull.

This led to a heightened state of awareness and repeated checks throughout the station to isolate and resolve the issue, as even a minor leak can have serious consequences in a sealed space environment .

In August 2020, a significant event occurred when a pressure drop was again recorded, triggering alarms and prompting the crew to take action.

The station’s entire crew was temporarily isolated in the Russian Zvezda module, both to ensure their safety and to enable a comprehensive search for the source of the leak.

After days of methodical investigation, the crew determined that the leak originated from a crack in the Zvezda module .

Identifying the exact site of the air leak required both ingenuity and resourcefulness.

Russian cosmonaut Anatoly Ivanishin used an improvised method involving a tea bag: by observing how the small tea leaves moved inside the station, he noted they drifted toward a specific metal wall, indicating a flow of air toward the crack.

Once pinpointed, the crew applied tape over the crack as an initial, temporary seal, and then received permission to use a drill and specialized sealant to perform a more lasting repair.

While these interventions slowed or stopped the leak, they were considered temporary solutions, with additional materials and tools needed for a permanent fix .

The Zvezda module, where the major leaks were detected, is a critical and longstanding part of the ISS.

It was docked to the ISS in July 2000, having been constructed in the 1980s.

It serves as living quarters for up to three cosmonauts and is the docking point for incoming Progress cargo ships, which are essential for delivering supplies, scientific equipment, and repair materials .

As the hardware ages, the risk of leaks grows, and the Zvezda module—along with Zarya and others in the Russian segment—has been a particular focus of maintenance and monitoring efforts .

Regarding the possible causes of the leak, there is no single confirmed explanation, but the likely sources include aging infrastructure, fatigue of metal and seals, and possibly minor impacts from micrometeoroids or space debris.

The station’s age and the repeated stress cycles from pressure changes, as well as thermal expansion and contraction, may cause or worsen cracks over time.

Other factors like degradation of wall seals are also considered .

Each time a new leak or crack was found, the crew took immediate actions for a temporary fix, such as applying tape or commercial sealants to stem the loss of air.

For longer-term repairs, they needed specific materials that could only be delivered by scheduled cargo launches, primarily carried out by the Russian Progress vehicle.

On the ground, both Roscosmos (the Russian space agency) and NASA coordinated closely, sharing data and developing joint plans for isolating and repairing damaged areas if temporary fixes proved insufficient.

At one point in 2021, NASA considered isolating the Zvezda module entirely should the situation worsen, highlighting the seriousness with which even a slow air leak is treated in space .

Cosmonauts Pyotr Dubrov and Anton Shkaplerov played key roles in the identification and mitigation of another leak within Zvezda’s intermediate chamber.

Their persistent inspections and technical skill were central to the gradual understanding and partial resolution of the issue, with the final stage of repair relying on equipment and materials to be sent on a forthcoming Progress cargo mission .

The situation was dynamic and required constant monitoring, especially when, as recorded in February 2024, air leakage from the Zvezda module doubled under specific circumstances.

Despite this acceleration, Russian authorities reported that the increased rate of leakage still posed no immediate danger to the crew, as affected areas could be compartmentalized and isolated.

Nevertheless, the seriousness of such leaks means that engineers and ground controllers continually updated their contingency plans, and both NASA and Roscosmos remained in close communication regarding next steps and ongoing monitoring .

The dramatic context around the air leak showcases several compelling aspects that might be dramatized for a middle school audience.

These include the diligent daily checks by astronauts, the clever use of everyday objects like a tea bag to detect and pinpoint the flow of escaping air, and the suspenseful teamwork required as national agencies and international partners collaborated across vast distances.

The story also highlights the tension between the vulnerability of space habitats and the ingenuity humans bring to resolve threats, no matter how small they may initially seem.

Overall, the International Space Station’s air leak episodes reflect the reality of an aging spacecraft, requiring sustained vigilance, collaborative problem-solving, and sometimes improvisation in the face of unexpected challenges.

All leaks discovered to date have been addressed with a combination of quick thinking aboard the station and coordinated support from mission control centers on Earth, with final repairs planned carefully as materials become available through scheduled resupply missions .

In your dramatization, you could focus on the human stories: the tension as astronauts huddle in one module while searching for leaks, the creative solutions devised (like the tea bag trick), the emotional relief when a temporary seal holds, and the ongoing hope and determination as ground teams rush to deliver permanent solutions.

The real events emphasize both the fragility and resilience of human space missions—an ideal foundation for educational, dramatic storytelling.

The International Space Station (ISS) has experienced a series of air leaks, with the first notable event detected in 2019.

Title:

Content: Links for simplified access
ISS crew reports smoke and smell of burnt plastic
In the Russian module “Zvezda ” on the International space station (ISS) last night worked fire alarm, reports RIA“ Novosti ” with reference to the negotiations of the crew with the Earth, which broadcasts NASA.
Around five in the morning Moscow time, cosmonaut Oleg Novitsky told the Mission Control Center about the smoke and smell of burnt plastic.
After that, the devices showed the presence of harmful substances in the area of the medical cabinet in the Zvezda module.
French astronaut Tom Pesquet said that the smell of burnt plastic or electronics also penetrated the American segment of the ISS due to the working ventilation.
The source of the smoke and smell has not yet been identified.
The ISS included a system for removing harmful impurities.
Later, Roscosmos said that the smoke sensor and alarm system worked on the ISS “during automatic recharging of batteries. ”
Currently, all systems of the station are working normally, the department notes.
The Russian service module Zvezda docked to the ISS in July 2000.
Its main frame was built in the 1980s as the core of the Mir-2 space station, which was to replace the Mir station, but then it was decided to use it in the ISS program.
Zvezda allows a crew of three cosmonauts to stay in space, and the module can also dock with the Progress cargo ship, which once every three months delivers the necessary supplies to the station and adjusts its orbit.
In the fall of 2019, an air leak was recorded on the ISS.
A year later, the leakage rate increased fivefold.
Sequential sealing of the station compartments allowed us to establish that the cause of the leak was a crack in the Russian segment of the ISS - Zvezda.
The astronauts sealed it with a sealant, but the air leak continued.
Recently, during the survey of the International Space Station, cosmonauts found non-through cracks on the oldest module - "Dawn".
At the end of July, a meeting of the Presidium of the Scientific and Technical Council of Roscosmos took place, where it was noted that the station is breathing on incense.
The International Space Station will expire in 2024.
Earlier, Vladimir Solovyov, General Designer of the Energia Rocket and Space Corporation, predicted an avalanche of failure of numerous elements at the station after 2025.
This mainly concerns the tightness of the housing and complex computing facilities that have developed their resource, Solovyov noted.
XS
SM
MD
LG

Astronauts and cosmonauts began monitoring atmospheric pressure levels at this time, eventually identifying small but persistent drops in air pressure that suggested a leak somewhere in the station’s hull.

Title:

Content: How did a bag of tea help astronauts save $150 billion?
How did a bag of tea help astronauts save $150 billion?
A few years ago, a torn bag helped save the ISS
The International Space Station was built in 1998 for $150 billion.
Every year, another 3-4 billion dollars are spent to maintain its operability, but the design is already very old and needs repair more and more often.
For example, in August 2020, a pressure drop was recorded aboard the space station, which is a sign of an air leak.
All astronauts and cosmonauts on board were isolated in the Russian Zvezda module.
After some time, it was found out that the air-permeable crack was in the module in which the entire crew temporarily settled.
One of the Russian cosmonauts was able to quickly find the place of leakage with the help of a usual tea bag.
Oxygen on the ISS
According to the India Times, the space station loses about 250 grams of oxygen every day and this is normal - it is difficult to achieve complete tightness.
In the event of an acute shortage of oxygen, it is delivered by cargo ships, but is most often produced directly at the station.
In the second case, members of the ISS use electrolysis - an electric current is passed through the water, as a result of which oxygen appears.
To do this, on board there is a life support system ECLSS, which not only monitors the operation of the station, but also provides people with access to water, protects against fires and so on.
ECLSS technical director Robyn Carrasquillo once praised Russia for using a way to extract moisture from the air, even in the old Salyut and Mir spacecraft.
ECLSS system
Oxygen leakage to the ISS
In August 2020, the space station began to lose about a kilogram of air per day.
The situation was serious, but the lives of the ISS crew were not threatened.
Astronauts from different countries temporarily began to live in the Russian module “Zvezda ” and for four days searched for a leak in other parts of the station.
The search did not give any results, so it became clear that the gap is in the Zvezda module launched more than 20 years ago.
The leak could have occurred for various reasons, for example, due to the collision of the ISS with space debris, which is a lot in near-Earth space.
Also, it was not excluded that seals simply peeled off from the walls of the station, which just do not allow oxygen to leak.
ISS module "Zvezda"
Search for the place of oxygen leakage
An unusual way to find the leak was found by cosmonaut Anatoly Ivanishin.
He installed several cameras in the module and opened the tea bag.
After some time, the ISS members noticed that the tea leaves began to move slowly towards one of the metal walls of the module.
After studying the trajectory of the leaves, the space crew quickly found the crack formed on the ISS.
First, they taped this place with tape, and then got permission to use a drill and sealant.
It is known that thanks to the trick with a package of tea, the astronauts managed to save about 150 billion dollars.
Russian cosmonaut Anatoly Ivanishin
The International Space Station is aging and will one day become completely unusable – that ’ s a fact.
New cracks were discovered even in 2021.
Especially there are many of them in the Russian module “Zarya ”, which was launched into space in 1998 and today is the oldest part of the station.
More recently, Vladimir Solovyov, General Designer of the Energia Rocket and Space Corporation, announced his concerns about the safety of the station.
It is especially frightening that the station is planned to be used even after 2025.
In theory, the use of the old station could cause a terrible disaster.
ISS module "Zarya"
Finally, I note that to replace the old module "Dawn" it was planned to send the module "Science".
But it became an independent module and docked to the ISS in July 2021.
The docking was far from perfect - the module deployed the station at 45 degrees.
19 october 2021 /
• 0
Similar news
Why not bring alcohol to the ISS?
Alcohol is officially banned on the ISS, but space researchers have found many ways to carry it with them.
Cognac is very popular with them, but it makes no sense to take beer with you.
And all
China has launched an apparatus to collect lunar soil.
When will he return to Earth?
China has successfully launched to the moon the apparatus “Chang ’ e-5 ” to collect soil samples.
This is the first such mission in 44 years, and if all goes well, China will become the third country to do so.
Russia is developing its own space station.
What will it look like?
The International Space Station was launched into orbit around our planet in 1998.
Initially, it was planned that it will work for 20 years, but subsequently the period of its use was extended.
According to the opinion
On the ISS found a place of air leakage.
What's next?
Inside the International Space Station live astronauts from different countries and they all need oxygen.
The air necessary for the life of the crew is produced by special equipment, but
Space debris nearly damaged the ISS.
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Humanity began to actively explore space with the help of complex technology around the middle of the 20th century.
First, hundreds were launched into Earth orbit every year, and then thousands began to be launched.
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the brain, like the heart, is one of the main organs of the human body.
It consists of many areas, each of which has certain tasks.
Take the brain for example, this
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This led to a heightened state of awareness and repeated checks throughout the station to isolate and resolve the issue, as even a minor leak can have serious consequences in a sealed space environment .

In August 2020, a significant event occurred when a pressure drop was again recorded, triggering alarms and prompting the crew to take action.

The station’s entire crew was temporarily isolated in the Russian Zvezda module, both to ensure their safety and to enable a comprehensive search for the source of the leak.

After days of methodical investigation, the crew determined that the leak originated from a crack in the Zvezda module .

Identifying the exact site of the air leak required both ingenuity and resourcefulness.

Title:

Content: Recently, during a spacewalk outside the International Space Station (ISS), an astronaut ’ s mask was hit by a contaminated rope, triggering an accident.
The spacewalk was broadcast live on NASA television, with the participation of two astronauts, Oleg Kononenko and Nikolai Chub.
While their mission includes a variety of targets, the focus of this mission is to investigate a radiator leak on the Nauka module that occurred earlier this month.
Checking for coolant leaks proved to be a challenge, as the astronauts initially found no signs of leaks on the takeover line.
However, upon closer inspection, they found traces near the radiator panel joints.
Further into the spacewalk, a large amount of cooling liquid was observed on a pipe at a radiator junction.
The astronauts tried to clean up the mess with towels, but apparently they didn ’ t have enough towels.
Unfortunately, one end of the tie is immersed in the coolant and touches the astronaut ’ s mask.
The incident prompted the two men to leave the area and continue on other missions, but the mission did not proceed as planned.
The deployment of the nanosatellite for the solar sail technology test failed and a synthetic radar communication system was installed, but one of the panels suffered a problem.
After the spacewalk, the astronauts checked the spacesuit for contamination and followed the usual decontamination procedures.
In order to ensure the safety of crew members, additional filtration systems will be used inside the ISS to eliminate traces of coolant left in the air.
The leak was initially detected by cameras aboard the International Space Station, and the crew confirmed this by visually inspecting the spare radiator on the Nauka module.
The radiator was delivered on the last Space Shuttle mission in 2010, but was only installed during the Russian spacewalk this year.
Next steps to fix leaks have not yet been determined by task managers.
Clearly, both Kononenko and Chub succeeded in identifying and isolating the leak, but the scope of further work required remains uncertain.
Fortunately, the main coolant loop was not affected, ensuring the safety of the crew in this accident.
Frequently Asked Questions:
Q: How did the event happen during the spacewalk?
A: The astronaut ’ s tether was immersed in cooling fluid and accidentally hit one of the astronauts ’ masks.
Q: What missions did the astronauts perform during the spacewalk?
A: The first task is to investigate and isolate the coolant leak on the Nauka module radiator.
They also attempted to deploy a nanosatellite to test the solar sail and install a synthetic radar communication system.
Q: Are the crew in danger?
A: The main coolant circuit is not affected, and the crew is not exposed to any direct danger.
Follow safety protocols to mitigate any potential risks associated with refrigerant leaks.

Russian cosmonaut Anatoly Ivanishin used an improvised method involving a tea bag: by observing how the small tea leaves moved inside the station, he noted they drifted toward a specific metal wall, indicating a flow of air toward the crack.

Once pinpointed, the crew applied tape over the crack as an initial, temporary seal, and then received permission to use a drill and specialized sealant to perform a more lasting repair.

While these interventions slowed or stopped the leak, they were considered temporary solutions, with additional materials and tools needed for a permanent fix .

Title:

Content: On the ISS found a place of possible air leakage in the module “Star ”
On the International Space Station, a place of possible air leakage in the Zvezda module was discovered.
The discovery of a "suspicious" place in the module compartment was reported by cosmonaut Pyotr Dubrov during negotiations with the Flight Control Center.
“There was a suspicious place.
I was engaged in photographing it under a microscope with magnifying glasses, ” the cosmonaut quoted Interfax as saying.
Recall that in August 2020, air leakage to the ISS was detected in the transition chamber of the Zvezda module.
In October last year, cosmonauts managed to find the crack and repair it with temporary means.
In August 2021, the media reported the detection of non-through cracks in the Russian module of the ISS "Zarya".
Executive Director of Roscosmos for manned programs Sergei Krikalev said then that he had no information about new cracks at the station.
At the same time, the representative of the state corporation noted that even in the presence of non-through cracks, the ISS can be operated for another 20 years.
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Is the ISS going to be a space hotel?

The Zvezda module, where the major leaks were detected, is a critical and longstanding part of the ISS.

It was docked to the ISS in July 2000, having been constructed in the 1980s.

It serves as living quarters for up to three cosmonauts and is the docking point for incoming Progress cargo ships, which are essential for delivering supplies, scientific equipment, and repair materials .

As the hardware ages, the risk of leaks grows, and the Zvezda module—along with Zarya and others in the Russian segment—has been a particular focus of maintenance and monitoring efforts .

Regarding the possible causes of the leak, there is no single confirmed explanation, but the likely sources include aging infrastructure, fatigue of metal and seals, and possibly minor impacts from micrometeoroids or space debris.

The station’s age and the repeated stress cycles from pressure changes, as well as thermal expansion and contraction, may cause or worsen cracks over time.

Other factors like degradation of wall seals are also considered .

Each time a new leak or crack was found, the crew took immediate actions for a temporary fix, such as applying tape or commercial sealants to stem the loss of air.

For longer-term repairs, they needed specific materials that could only be delivered by scheduled cargo launches, primarily carried out by the Russian Progress vehicle.

Title:

Content: 29 Feb, 2024 11:18

Russia comments on space station leak

A NASA official had previously reported that air loss from the Zvezda module had doubled

Air leaking from a segment of the International Space Station (ISS) poses no risk to its crew or the orbital outpost, the Russian space agency Roscosmos has said.

A NASA official had previously reported that the rate at which air was escaping from the satellite's Russian Zvezda module under certain circumstances had doubled. The situation is under control and being constantly monitored, the Roscosmos told Interfax on Wednesday, when asked about remarks by NASA’s ISS program manager, Joel Montalbano,.

”The aging of the station’s structure and the growing need for repair and maintenance work on board require a significant portion of the crew’s time,” Roscosmos said.

Montalbano mentioned the issue during this week’s briefing on the upcoming SpaceX Crew-8 mission, which is scheduled for launch on Friday.

”There is an area in the aft end of the International Space Station. [There is] a small leak. We’ve seen this leak increase about a week before the recent Progress launch and docking,” he said, referring to a Russian automatic supply freighter.

The volume of lost air has increased to about two pounds a day, compared to a pound a day previously, Montalbano said.

”The hatch is closed in that area. It’s not an impact on Crew-8, but I didn’t want anyone to be surprised, if they hear about that later,” he explained.

The use of the module for retrieving the Progress shipment didn’t pose any issues in terms of the leak, he said. The next opening of the hatch is expected in April. While it’s closed, the rest of the station is “solid.”

Technical issues at the ISS are being reported on a regular basis. Roscosmos has said the age of the station is a key reason why it is developing plans for a new purely Russian-manned orbital structure as an alternative to participating in the international project.

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On the ground, both Roscosmos (the Russian space agency) and NASA coordinated closely, sharing data and developing joint plans for isolating and repairing damaged areas if temporary fixes proved insufficient.

Title:

Content: NEWS
NEWS
February 28, 20: 41
Science
Roscosmos reported air leakage on the Russian segment of the ISS
Photo: telegram channel "State Corporation" Roscosmos "
Air leakage occurred on the Russian segment of the ISS, the crew and the station itself is not threatened.
This writes TASS with reference to the press service of Roscosmos.
“Indeed, experts fix the leakage of air on board the ISS.
The crew regularly carries out work to find and eliminate possible leakage sites, and the data coming from the station are transmitted for analysis to specialists in the normal mode, ” the state corporation said.
According to "Interfax" with reference to the head of the NASA program on the ISS Joel Montalbano, the leak is observed in the tail part of the ISS.
“We saw that the leak increased about a week before the last launch of Progress and its docking with the station, ” he said.
The head of the NASA program on the ISS said that the air in the transition chamber of the Zvezda module began to leave twice as fast.
According to Montalbano, experts are in contact with Russian colleagues on the next steps.
However, this situation does not affect the safety of the crew, he said.
Last year, Russian cosmonauts Oleg Kononenko and Nikolai Chub in outer space disconnected the faulty circuit of the additional radiator on the module "Science" from the main circuit of the module.
Before that, they went into outer space, opening the exit hatch of the module "Search" of the International Space Station.
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At one point in 2021, NASA considered isolating the Zvezda module entirely should the situation worsen, highlighting the seriousness with which even a slow air leak is treated in space .

Title:

Content: Possible location of air leak from the International Space Station
Space
International Space Station
Copy Link https: / / www.rt.com / s7a8
The media office of the Roscosmos Foundation announced that the Russian cosmonauts discovered in the unit "Zvezda", the possible place of air leakage from the International Space Station.
According to the information office, the materials and equipment needed to repair this place will be sent aboard the Progress cargo vehicle.
"The equipment and materials necessary to stop air leakage will be sent with the first Progress cargo vehicle launched to the International Space Station, to solve this problem once and for all," the statement said.
Astronauts Peter Dobrov and Anton Shkaplerov discovered the possible location of the air leak in December in the middle chamber of the Zvezda unit.
NASA has said it is considering isolating the Zvezda module completely if necessary.
The Roscosmos media office commented: “The concerns of our partners are unfounded and surprising. ”
Source: Novosti
Agree.
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Cosmonauts Pyotr Dubrov and Anton Shkaplerov played key roles in the identification and mitigation of another leak within Zvezda’s intermediate chamber.

Their persistent inspections and technical skill were central to the gradual understanding and partial resolution of the issue, with the final stage of repair relying on equipment and materials to be sent on a forthcoming Progress cargo mission .

Title:

Content: Ribbon
January 19 00: 04
All news
pxhere.com
Moscow, January 18.
Astronauts of the Russian segment of the International Space Station have discovered a possible place of air leakage in the chamber of the Zvezda module.
The relevant data follows from the material published by the press service of Roscosmos.
It is known that soon the nearest cargo ship "Progress" will be delivered to the ISS means of eliminating leakage.
After that, the Russian cosmonauts will immediately begin the final elimination of the cause of the leak.
"The means of eliminating non-hermeticity are planned to be delivered on the nearest Progress cargo ship, after which the cosmonauts will begin the final elimination of the leak," Roscosmos said.
Earlier, Russian cosmonauts Peter Dubrov and Anton Shkaplerov discovered a potential last place of air leakage in the Zvezda module.
Specialists will be able to restore its tightness as soon as Progress delivers the necessary equipment to the station.
Go back
Comment

The situation was dynamic and required constant monitoring, especially when, as recorded in February 2024, air leakage from the Zvezda module doubled under specific circumstances.

Despite this acceleration, Russian authorities reported that the increased rate of leakage still posed no immediate danger to the crew, as affected areas could be compartmentalized and isolated.

Nevertheless, the seriousness of such leaks means that engineers and ground controllers continually updated their contingency plans, and both NASA and Roscosmos remained in close communication regarding next steps and ongoing monitoring .

The dramatic context around the air leak showcases several compelling aspects that might be dramatized for a middle school audience.

These include the diligent daily checks by astronauts, the clever use of everyday objects like a tea bag to detect and pinpoint the flow of escaping air, and the suspenseful teamwork required as national agencies and international partners collaborated across vast distances.

The story also highlights the tension between the vulnerability of space habitats and the ingenuity humans bring to resolve threats, no matter how small they may initially seem.

Overall, the International Space Station’s air leak episodes reflect the reality of an aging spacecraft, requiring sustained vigilance, collaborative problem-solving, and sometimes improvisation in the face of unexpected challenges.

All leaks discovered to date have been addressed with a combination of quick thinking aboard the station and coordinated support from mission control centers on Earth, with final repairs planned carefully as materials become available through scheduled resupply missions .

Title:

Content: Ribbon
01 January 07: 01
All news
vk.com / Cosmonaut Ivan Wagner
Moscow, January 1.
Russian cosmonauts Pyotr Dubrov and Anton Shkaplerov discovered in the Zvezda module on the International Space Station, presumably the last place of air leakage.
This was reported in the press service of Roscosmos.
The first small leak was discovered on the ISS back in 2019, since then, astronauts have been monitoring the situation and eliminating cracks in the hull.
Experts know how to return the module tightness.
This will be done as soon as Progress delivers the necessary equipment to orbit.
“Russian cosmonauts Peter Dubrov and Anton Shkaplerov found a possible last place of air leakage in the intermediate chamber of the service module“ Star ” of the Russian segment of the ISS ”, — stated in the message.
Russian President Vladimir Putin previously admitted the possibility of continuing the operation of the ISS after 2024.
This is necessary to maintain high launch activity.
Go back
Comment

In your dramatization, you could focus on the human stories: the tension as astronauts huddle in one module while searching for leaks, the creative solutions devised (like the tea bag trick), the emotional relief when a temporary seal holds, and the ongoing hope and determination as ground teams rush to deliver permanent solutions.

The real events emphasize both the fragility and resilience of human space missions—an ideal foundation for educational, dramatic storytelling.


The multi-level marketing (MLM) business model has undergone notable decline among iconic companies in recent years.

Historically successful firms such as Avon and Tupperware illustrate this trend: Avon’s stock value plummeted from above $30 to just over $3, and Tupperware’s dropped by more than 90% within five years.

Both companies have distanced themselves from traditional direct selling; Avon’s North American business was sold to a Korean firm and now operates as a more conventional MLM, while Tupperware has moved into mainstream retail sales and faces the brink of bankruptcy.

Other large MLMs, including Herbalife, Nuskin, USANA, Primerica, and Medifast, also report significant stock value losses and shrinking revenue, reflecting sector-wide contraction and growing scrutiny around income claims and recruitment practices .

MLMs recruit vast numbers of participants annually with promises of flexible income and empowerment, but benefits are concentrated at the top tiers, with high rates of churn—most new distributors (about 1 million annually in some regions) exit within a year after failing to realize profits.

While the COVID-19 pandemic briefly bolstered recruitment, particularly among young people facing reduced job prospects, the majority did not profit: 70% bought products for personal use, while only 27% earned any commissions .

Legal developments, rising skepticism, negative media coverage, regulatory pressure, consumer shifts to e-commerce, and market oversaturation have accelerated the decline of recruitment-centric MLMs, leading some to transition toward simple direct sales models or close operations entirely .

The classic direct selling paradigm is now largely obsolete, with modern MLMs differentiated mainly by their ongoing recruitment focus.

The multi-level marketing (MLM) business model has undergone notable decline among iconic companies in recent years.

Title:

Content: 'Direct Selling' - Avon, Tupperware - Is Extinct

Nov. 18, 2022 11:25 AM ETHLF, MED, NTCO, NUS, PRI, TUP, USNA3 Comments
Robert FitzPatrick
394 Followers

Summary

  • Direct Selling became obsolete generations ago. So how is it that millions today get recruited for "income opportunity" in "direct selling" and billions are traded on "direct selling" stocks?
  • Avon and Tupperware are cited by "multi-level marketing," or MLM, promoters as "proof" that MLM, e.g., Amway, Herbalife, is "direct selling."
  • Usable data on actual income and churn rates of MLM "direct sellers," market saturation, and retail sales to actual customers are not provided.
  • In fact, Avon and Tupperware for years have been walking dinosaurs, still trying to do "person-to-person" sales to end-users with commodity products, while MLMs hype "unlimited" income.
  • The shrunken and devolved state of Avon and Tupperware today reveals that direct selling is extinct. MLM is not, and never was, direct selling.

It is generally accepted that "direct selling" was killed off generations ago by mass merchandising, big box stores, mail-order and then the internet, among other societal changes. The "Fuller Brush man" is long gone. No one's at home. No one wants or needs or has time for a "personal" salesperson. Everything's in stores or online. And, even when "direct selling" still lived, no one ever went into that tough line of work thinking they would get rich from it.

Yet, each year, millions are recruited, and pay thousands, for the "opportunity" to work as "direct sellers," with promises and expectations of "unlimited" income. The number involved today is many, many times greater than ever worked in that "extinct" field decades ago. Billions are being traded on Wall Street for shares of "direct selling" companies. How can this be?

In my book, Ponzinomics, the Untold Story of Multi-Level Marketing, I document the death of "direct selling" and the 1945 invention of "multi-level marketing," or MLM. I describe how "MLM" falsely assumed direct selling's revered old identity. I trace MLM from its Adam, a little California-based company called "Nutrilite," to today's "industry" led by Amway, Herbalife (HLF) down 64% YTD, Nuskin (NUS) down 31%, USANA Health Sciences (USNA) down 49%, Primerica, Inc. (PRI) down 13%, and Medifast (MED) down 45%. MLM's financial solicitations for consumers to become "direct sellers" have reached into – and led to losses for – virtually every household in America.

In the newly invented "MLM," the main source of revenue shifted from end-user customers to the salespeople themselves who are incentivized to "be their own customer" by buying their own products. Obviously, no one makes money purchasing their own inventory, but MLM offered a unique reason to do so – "unlimited" income potential.

No More Need to Knock on Doors

All MLM "direct sellers" can potentially gain "unlimited" income by recruiting an "endless" chain of other "direct sellers." No need to pound the pavement and get rudely rejected at front doors any more. Each "direct seller" on the chain has to meet a quota to "qualify" for future rewards from their recruits who, in turn, are their "own customers" and recruiters too, ad infinitum. The chain can grow without continuous personal effort. The qualifying quota can usually be met by just making a personal monthly purchase of inventory. "Commissions" on all these transactions, all the way down to the "last ones in," flow up the chain. In the MLM pay plan, most of the total commissions go to the top 1%. So, all new "direct sellers" try mightily to recruit (and buy) their way to those top ranks. Of course, only a tiny few can ever be at the top.

Some people argued this is a pyramid recruiting scheme, inherently unfair and deceptive, and a counterfeit of direct selling. In the design and the pay plan, bottom ranks – the vast majority – will inevitably lose. They said constantly adding salespeople in any area destroys profitable retail selling potential, if any exists to start with. They cited data on 90-99% loss rates and huge churn rates among new "recruits" and asked, where are the retail "customers"?

While offering no data on retail customers or salespeople losses or market saturation, MLM promoters offered "proof" that MLM is direct selling by pointing to two long-established and respected direct selling companies in their ranks, Avon and Tupperware (TUP). Both companies were members of the Direct Selling Association, DSA, and both were "direct selling" icons, Avon for its "ladies" and Tupperware for its "parties." To any pyramid scheme accusations, MLM promoters indignantly countered: "Are you calling Avon and Tupperware pyramid schemes?"

Walking Dinosaurs

The truth for both companies is very different from the MLM-spin. Avon and Tupperware used to have differentiated products and real consumer demand. Their salespeople made money from their own retail sales. But moving into the 21st Century, Avon and Tupperware became walking dinosaurs, vestiges of the extinct era of "direct selling." They were still trying to base their businesses on their historical brands and on person-to-person retail sales to real customers, as direct selling companies always used to do.

Despite MLM's citing Avon and Tupperware, and thereby bestowing legitimacy on the "MLM" members of the Direct Selling Association, deep differences between those icons of the old era and MLM burst into public view in 2013-14. The two companies publicly quit the Direct Selling Association, charging ethics violations and DSA-member connections to pyramid schemes.

Avon's Long Good-Bye

Avon had been a true direct seller for decades before MLM was invented. But as the door-to-door model faded, Avon began a long decline. In 2000, Avon began shifting its focus to "incentivizing" salespeople to recruit more salespeople and getting them to buy inventory, MLM-style. In 2009, during the Great Recession, Avon ran its most expensive ad in history, on television during the Super Bowl. The ad never mentioned any Avon products! It only solicited "salespeople." Still, global revenue dropped continuously over the next 10 years. Avon stock value fell from over $30 to just over $3.

Finally, Avon split off its faltering North American business and sold it to the Korean company, LG Household & Health Care. Avon claimed to have 250,000 sales representatives in North America. The remaining global business was later sold to the Brazilian MLM, Natura (NTCO) down 50% YTD, which also owns the retailer, Body Shop. Though Avon global was much larger, Avon shareholders traded 3 shares of Avon for just one in Natura.

The Korean-owned segment of Avon in North America is now classic MLM, selling the proverbial MLM "income opportunity" along with "health" supplements, make-up, jewelry, clothing, scented candles, even toothpaste.

On the Canadian Avon website, Avon promotes the "income opportunity," urging prospects in large bold black type: "Think big. Sell Avon part-time, full-time, you decide how much! It’s your business, your way!"

A disclosure (legally required in Canada, but not in the USA) appears midway down a long webpage in tiny, barely visible gray lettering: "The 2020 earnings of a typical Avon Leadership Representative was between $0 and $2,620 in commissions and bonuses." That's $0 to $50 a week, before subtracting all costs! And the "disclosure" does not break out how much of that tiny return comes from personal sales or the "downline."

Avon quietly rejoined the Direct Selling Association. The Brazilian company, Natura, which took over Avon's global business in 2020, has lost over 60% of its stock value in the last year.

Tupperware on the Brink

Tupperware was one of the first "party plan" companies, which are technically a small subset of MLM. They employ an "endless" recruiting chain, but are more rooted in retail sales transacted at "parties." Tupperware used to have a popular brand with innovative, differentiated products. But, as true direct selling began to disappear, Tupperware went into decline. It added MLM-type "health and beauty" commodities to bolster recruiting appeal but then deleted them. This year, it began also selling its products in Target department stores. Its kitchen-related goods are generally not distinct from other brands. A 10-months "Income disclosure" for Canada (not published in the USA) showed that half the "party planners" were classified "inactive," earning less than $30 for the period on average. 94% of the "active" ones reportedly received about $12 a week on average, before expenses.

In the last 5 years, the stock value of Tupperware has dropped over 90%. Its latest financials warned investors the company may violate loan agreements, setting off speculation Tupperware might declare bankruptcy.

The shrunken and devolved state of Avon and Tupperware, the most famous brand-icons of "direct selling," makes citing them as a defense of "multi-level marketing" as extinct as their old business model.

This article was written by

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Robert L. FitzPatrick is the author of the new book, Ponzinomics, the Untold Story of Multi-Level Marketing (2020),the first comprehensive history and analysis of the "MLM" phenomenon, addressing its political influence, propaganda techniques and use of cult persuasion. FitzPatrick is an expert in examining and revealing deception and fraud in Ponzi schemes, pyramid schemes and bogus home-based businesses. He served as expert or consultant in more than 30 court cases involving pyramid schemes and multi-level marketing. He is co-author of False Profits (1997), an examination of the values and beliefs that support the delusions of pyramid schemes. He was featured on NBC Dateline, ABC World News, and CBS 60 Minutes, the documentary film, Betting on Zero and the podcast, The Dream.He has been quoted in many newspapers around the world, including the New York Times and Wall Street Journal. His booklet, Pyramid Nation, has been translated to Chinese and used by government regulators in writing China's first laws on pyramid schemes. His booklet, "The 10 Big Lies of Multi-Level Marketing", has been translated into four languages and posted on numerous websites. His White Paper, "The Main Street Bubble", which details the extensive influence-buying of the direct selling industry was featured in a CNBC Documentary, Selling the American Dream. In 2005, he delivered a seminar to in Colombo, Sri Lanka to central banking representatives from that country as well as India, Bangladesh, Bhutan, Maldives and Nepal. Robert FitzPatrick has developed informational resources for consumers, journalists, academics and regulators including a multi-media PowerPoint presentation and a statistical analysis of the losses suffered by participants in pyramid selling schemes. He also published a widely read booklet on the landmark federal case brought against the Amway Corporation. He is a expert network member of GLG Research, and Coleman Research Group, as well as other networks of experts who are referred to clients for consultation, speaking and report writing. In this capacity, he has provided expert consultation to financial many analysts who sought information about multi-level marketing companies and pyramid and Ponzi schemes. Robert FitzPatrick co-founded and serves as president of Pyramid Scheme Alert, the first international organization to expose and prevent pyramid scheme fraud. He personally responds to hundreds of consumer and news media inquiries each year. He has served as consultant and expert witness for Attorney General or State Attorney offices in four states, the US Dept. of Justice, and in numerous cases involving distributor fraud and pyramid schemes. Robert FitzPatrick is not an investor in multi-level marketing companies. He has never owned and never plans to own stocks of multi-level marketing companies. He has never been compensated based on any stock's performance. He does not offer investment advice and he is not an attorney.

Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, and no plans to initiate any such positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it. I have no business relationship with any company whose stock is mentioned in this article.

Additional disclosure: This article is for educational purposes only. It discusses fundamentals of the "direct selling" business model and the evolution of "multi-level marketing."

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Historically successful firms such as Avon and Tupperware illustrate this trend: Avon’s stock value plummeted from above $30 to just over $3, and Tupperware’s dropped by more than 90% within five years.

Both companies have distanced themselves from traditional direct selling; Avon’s North American business was sold to a Korean firm and now operates as a more conventional MLM, while Tupperware has moved into mainstream retail sales and faces the brink of bankruptcy.

Other large MLMs, including Herbalife, Nuskin, USANA, Primerica, and Medifast, also report significant stock value losses and shrinking revenue, reflecting sector-wide contraction and growing scrutiny around income claims and recruitment practices .

MLMs recruit vast numbers of participants annually with promises of flexible income and empowerment, but benefits are concentrated at the top tiers, with high rates of churn—most new distributors (about 1 million annually in some regions) exit within a year after failing to realize profits.

While the COVID-19 pandemic briefly bolstered recruitment, particularly among young people facing reduced job prospects, the majority did not profit: 70% bought products for personal use, while only 27% earned any commissions .

Title:

Content: [Street Industry Watch] In the Year of the Pandemic, many people joined the "marketing" to pull down the line, but nearly half of the revenue was used to pay "multi-level" commissions.
Photo Credit: Central News Agency
What we want you to know is
At the same time, the body product channel and product spokesperson can further bring the "offline", which is the start of expanding the business and crossing the threshold of receiving commissions.
But this threshold seems easy, but not everyone can climb, because whether it is old or new distributors, most of them only contribute to the commission of the supporting role......
In the summer of 2020, it is supposed to be the graduation season of college students and the time when social newcomers are pouring out of the cage, but I saw a youthful face at a few lively junctions in the business district of Banqiao, and started the work of “listing people ” for housing construction.
Single-handed advertising placard, carrying a backpack leaning against the road light pole, the other holding a thin, seemingly split reference book, on the hot sun, earning the card holder's hard hourly salary, and paving the way for future job hunting.
When a PT (Part Time, Part-time, Part-time, Part-time) job that was originally labeled as a middle-aged, second-degree employment face, there were many young faces, can not help but make people shiver in the heat of the day!
The virus has hit households and disrupted the job market, affecting youth employment.
We have to admit that the epidemic has disrupted the pace of new people entering society and seeking jobs. Although it is at a time when the virus has not really invaded the door, the job market has been chaotic.
According to the Ministry of Labor ’ s “Youth Employment Status ” report, there are about 280,000 college graduates in 2020, a decrease of 5.4% compared to 2019. This reflects not only the decrease in the number of children and the decrease in the number of college students, but also the explosion of life extension in 2020. If further deduction is further deducted, the number of people who can work (including military service) is a low of nearly 5 years (223,000), a decrease of 12% compared to 2019. And...
As of the end of January 2021, only 68.3%, about 152,000 people, of the post-secondary students who graduated in 2020 and are working people, joined the ranks of labor / agriculture / public insurance, which is not only a low point in the past five years, but also a decrease of 24% compared with the previous year.
In other words, there are many college graduates, after more than half a year of job search, still have not successfully entered the workplace; the pressure of job search and living economy, so that they have to make very choices in this extraordinary period.
The job market is cold, and marketing continues to expand its organization, becoming a potential employment option for new people in society.
In 2021, the virus officially "invaded the door" in May, before graduating from college in the new year.
The alert of the epidemic, so that this year's job market has a cold wind, but also the unemployment rate in July this year (4.53%), blowing up the same period of high in the past decade, recently graduated social fresh people, inevitably have to face the fear of graduation, namely unemployment.
However, there is a saying in the workplace: Despite the economic downturn, business jobs such as insurance and distribution are always recruiting.
If this is not true, we can try to turn off or turn on the query function of the above industries on the job search platform to achieve a full personal experience.
However, in 2020, the number of people registered for the personal insurance business survey (85,000) increased by 5% compared to the previous year, and the number of new entrants to the marketing business is also a million people.
This is the type of occupation that people need to earn life, some people are joining is no retreat, but some people are carrying a dream forward, but the dream is very rich, the reality is very bones, when we dream in the winter, do not forget to pragmatically understand the mode of operation of the industry.
Today, let ’ s talk about selling!
Most people's stereotypes of marketing remain in the "brainwashing" of marketing conferences, constantly inculcating that this is a "personal business," getting rid of being hired as social animals, and directly attacking the freedom of wealth, and in addition, trying to give individuals the self-esteem and ability to think independently, suggesting that "thinking for themselves, not having to discuss with others."
Perhaps, some people have experienced this process of marketing to pull members off the line, some people join, some people feel that it is a "cult", but making money, quality of life, and self-empowerment (Self-empowerment) these material and psychological skills, is indeed for most people have a certain hypnotic effect.
However, most of our understanding of marketing is just the “recruitment ” discourse, and we do not have a deep understanding of how it works.
Perhaps, when we understand the logic of the industry, we can better understand why the so-called brainwashing conference is a starting point for marketing recruitment.
Multi-level marketing requires multiple distributors as sales and marketing channels
According to the Fair Trade Commission ’ s “Multi-level Marketing Business Development Survey ”, nearly 3.5 million distributors (each“ individual ” who joined members or purchased goods is an independent distributor) of 314 marketing entities (such as Anli, Ruxin, etc.) in 2020 generated a turnover of 98 billion yuan, a slight increase of 5% over the previous year. In contrast to the population over 20 years of age (more than 19.4 million people), about one in six people join the ranks of distributors.
Since all distributors replace all types of retail channels, they not only have the function of the channel, but also have the function of marketing, that is, word-of-mouth marketing, so whether they emphasize themselves as retail (sales) orientation, product recommendation (head-pulling) orientation, or emphasis on membership, they are ultimately based on "people" and "organizational hierarchy".
And the product channel and marketing costs saved by the marketing business are converted into the commission of the distributor.
Therefore, when we contact distributors and ask them why they are involved in the marketing industry, they will almost unanimously reply, "The product is great!"
Distributors continue to pay for new members by pulling down the line, expanding the organization and expanding the commission
That being said, it ’ s one thing to see how great a product is in the domain of a distributor, and constantly adding new blood is the highest goal for continuous marketing, expanding the organization, and increasing revenue and commission revenue.
Similarly, according to the Fair Trade Association report, the number of new entrants to the market in 2020 is about 1 million, and for the past five years, the number of new entrants has remained at around 1 million each year.
And in 314 marketing businesses, 96% of the joining system is to take "conditional join", of which, the most important is "order goods" (62%), "pay a deposit or membership fee" (59%), so "conditional join" is not only contributing to the marketing business and the top level of the sales (the one who pulls you in), but also contributing to the level of the commission.
In contrast, if someone joins, someone exits. The number of MLM merchants who quit in 2020 is about 450,000, and the number of exits in each of the past five years has been around 400,000 to 500,000.
The main reason for exiting is “non-renewal of contract ” (83%), which means no longer operating, no longer consuming, and the product is no longer considered“ great ”.
However, in this process, there will always be new blood distributors who will contribute to the expansion of the organization and the commission generated after the consumption of the product.
Whether old or new distributors, most are only supporting players who contribute commissions
As has been mentioned, the distributor at the same time with the product channel and product marketing (endorsement) people, their own recognition of the product, use, and purchase, to become a new member of the body and teaching.
Of course, once you can further bring in new members, new distributors, or offline, it is the beginning of expanding your business and crossing the threshold of receiving commissions.
It seems that the threshold is easy, but not everyone can climb it.
According to a survey conducted by the Fair Trade Association, 222 of the 314 marketing businesses (about 70%), and more than 60% of its distributors will make stable orders to the company; however, only 27% of all marketing companies (about 960,000 people) receive commissions, and the average commission per person is 45,000 yuan.
Therefore, most distributors who order goods either maintain their status as distributors by buying products, or sincerely recognize and continue to use the products; and by bringing in new distributors, order sales, and achieve a commission threshold, and can earn a stable salary or even become rich in this industry, not only are rare, but also the successful cases seen in various conferences or education and training survivors. "The Beautiful Misunderstanding We Have".
It doesn ’ t matter if the product is worth the price
In addition to the threshold, this kind of personal marketing and sales channels, to achieve the "multi-level" (that is, constantly expanding the organization down the line) of the business of distribution, not only eat personal interpersonal skills, "multi-level" commission distribution will indirectly increase product prices.
According to a survey conducted by the fair society, the import cost of the pyramid scheme business accounts for only 28% of the turnover, but the commission accounts for 44% of the turnover, in other words, the real cost of selling a commodity of $100 is only $28, $44 is used as the commission of the pyramid scheme business, and the remaining $28 is the administrative expenses and profits of the pyramid scheme. Whether the essence of a product is value for money is one thing, the marketing business will compress its own profits, expand its commission expenditure, and recruit and expand the organization with a strategy of large is beautiful, so that we can find: there are so many people who have joined the ranks of marketing!
Marketing has always been a very special industry, in which a small number of people have been able to earn their fair share of commissions, and become the mainstay of business operations, but the vast majority of people are only a supporting part of this multi-level marketing structure, and by paying membership fees, buying and using products, they become a part of the source of commissions.
Back to the intention of writing this article, no matter how difficult the job search for new people in society during the epidemic, I hope that by understanding the operation mode of an industry, I can assess whether to use the marketing industry as the first job to enter the society.
Through the Fair Commission report, we have gained a profound understanding, no matter how many of these people successfully earn high commissions and create successful careers, this data is hinting at us: if this industry is the main occupation, not only requires a certain degree of interpersonal relationships and skills, there may be a period of social novices can not understand life or career experience.
Source: Ministry of Labor “Youth Employment Status ”, Fair Trading Commission“ Multi-level Marketing Business Development Survey ”
Extended reading
Editorial responsibility: Ding Zhaojiu
Editor ： Weng Shihang
Tags:

Legal developments, rising skepticism, negative media coverage, regulatory pressure, consumer shifts to e-commerce, and market oversaturation have accelerated the decline of recruitment-centric MLMs, leading some to transition toward simple direct sales models or close operations entirely .

The classic direct selling paradigm is now largely obsolete, with modern MLMs differentiated mainly by their ongoing recruitment focus.