Young Living’s marketing theory behind Healthy Mom parody TikTok videos
Her short, sharp clips have earned her hundreds of thousands of fans — but they’ve also spawned wild conspiracies about her true intentions.
At first glance, her videos look like countless others on TikTok — a mom describing her daily life while muddying up parts of parenthood.
But while @ReallyVeryCrunchy’s videos may seem amusing at first glance, subtle details in each clip that went viral ended up sparking wild theories.
Her sharp critique of a popular parenting style and near-perfect video editing convinced people that she was everything from an actor playing a crunchy mom hired to promote a big business or factory for a marketing company to several levels.
The concern grew so strong that the “mysterious” woman behind the account was forced to come forward in an interview.
But before we get to that, you’re probably wondering: What is a crunchy mummy?
What is a crunchy mom?
If you live outside of the United States, you’re unlikely to know what a crunchy mummy (or the crunchy lifestyle) means.
But chances are you know someone who fits the mold – they like to choose the natural, local option in all things childbirth, nurturing and raising their children.
As Urban Dictionary puts it, they “generally believe (for various reasons) that there is something wrong or less beneficial about buying mainstream products or doing other everyday activities the traditional way.”
Examples of crunchy mom behavior include making your own bread, jams and kombucha as well as choosing a home birth, explains Urban Dictionary.
They like to grow their own food as much as possible and carry natural fibers like flax.
How @ReallyVeryCrunchy first aroused suspicion
There are plenty of very real crunchy moms on TikTok sharing their lifestyles, but on January 1, @ReallyVeryCrunchy popped up on the platform.
Within a month, she posted over 20 videos and amassed hundreds of thousands of followers.
A lot of the videos are really funny, like this one where she tears up fabric for “family fabric” as her clueless husband asks her what it is (it’s reusable toilet paper).
But some TikToks have left viewers, especially real-life crusty moms, puzzled as to whether his videos were friendly fire or outright mockery.
“I can’t tell if this person is serious or not,” one person commented. “Like is she kidding, or is she really like that?”
“I’m here for passive aggressive crunch-tok,” wrote another. “It’s wild (and precise).”
Another childbirth video, which saw the cute mum slamming another woman who wanted to give birth in hospital, was slammed by many viewers.
“I know this is satire, but free birth is DANGEROUS,” one commented.
This month, TikTok started wanting answers about the popular creator and videos sprung up spouting several theories about @ReallyVeryCrunchy.
They claimed that her videos looked too professional and edited to be made by someone inexperienced, while pointing out that she mostly responds to comments with emojis.
“She doesn’t really leave much information,” @honestlyautumn said in a video that has been viewed over two million times.
“There’s nothing about his life, we can’t find anything connected on his Instagram about him.”
One of the biggest theories was that she “was a front for a very popular MLM” Young Living that sold essential oils and that there was “a whole marketing team involved.”
Another was that she was promoting an Etsy shop or an actor factory for the natural products company Earthley Wellness.
“His videos are articulate, well done, the cinematography is brilliant,” @kelitarosita said in another plot video.
“He has great scripts and for what she produces, the quality, she pumps these videos… I don’t think she personally works for an MLM, but her videos are very well done, they’re very professional and a many of them, many of them, have product placement.
The truth is finally revealed
After being peppered with questions about her true identity for weeks on TikTok, @ReallyVeryCrunchy finally broke her silence in an interview with buzzfeed.
Unfortunately, the truth was far less exciting than anything TikTok had concocted, with the article titled, “The ‘Crunchy Mom’ conspiracy has been exposed. She’s just a crunchy mom.
In it, @ReallyVeryCrunchy reveals herself as Emily Morrow, a 33-year-old mother of two living in the US state of Kentucky.
Ms Morrow said she finds the conspiracy theories about her identity hilarious, even slightly concerning.
“It’s just funny that people think we’re doing this instead of a dumb husband and wife being bored,” she said.
Ms. Morrow came up with the character and ideas for the skits, while her husband, a marketing manager, shot the videos.
His videos show that many aspects of the crunchy lifestyle, like having ethically made wooden toys and buying $40 manuka honey, are out of reach for many parents.
I’m damn crunchy,” Ms Morrow said.
“But the thing about my crunch is that I’m also pragmatic. I’m not going to feed my kid a banana at a birthday party, but I’m going to find the piece of cookie cake without red frosting.