These days the preferred (I hate to call it "politically correct") term for what used to be called a "cult" is NRM: new religious movement. Cult is reserved for the minority that are actually deranged, coercive, and dangerous.

Of course, part of the problem is that there are concentric rings, increasingly toxic as one goes higher/closer-in. The outer ring is full of gullible normies who do recruiting and PR, useful idiots who have no idea what's really going on.