Oneida was founded in 1848 by John Humphrey Noyes, a former theological student who believed that paradise could be found on Earth through nontraditional sexual and familial structures. This included communal child raising; “complex marriage,” a term Noyes invented to describe how all Oneidans were married to one another; and sexual rituals, like male continence. Noyes built an enormous mansion in upstate New York for his “family” and amassed hundreds of followers. For years, the community succeeded. But after Noyes died, the community pivoted—into a thriving business.