Seacret
| Company type | Private |
|---|---|
| Industry | Cosmetics, Personal care, Multi-level marketing |
| Founded | 2005 |
| Founder | Izhak Ben Shabat, Moty Ben Shabat |
| Headquarters | Phoenix, Arizona , United States |
Area served | Worldwide (including United States, Canada, Australia, South Korea, Mexico, Japan, Colombia) |
Key people | Izhak Ben Shabat (President and CEO), Moty Ben Shabat (Managing Partner) |
| Products | Cosmetics and personal care items formulated with Dead Sea minerals |
| Parent | WorldVentures (since 2020) |
Seacret Direct is an American multi-level marketing enterprise specializing in the sale of cosmetics and personal care items formulated with minerals sourced from the Dead Sea. Established in 2005 by siblings Izhak and Moty Ben Shabat, Izhak holds the position of president and CEO, while Moty functions as managing partner.
History
Prior to founding Seacret Spa International in 2005, the Ben Shabat brothers began marketing Dead Sea mineral products through mall kiosks starting in 2001. By 2010, their operations had expanded to 30 countries, generating $100 million in sales. The following year, they introduced Seacret Direct, a multi-level marketing division that distributes products via independent representatives known as 'Seacret Agents.' The company pursued international growth by entering markets such as Canada and Australia in 2013, South Korea and Mexico in 2014, Japan in 2015, and Colombia by 2019. Unaudited revenue figures indicate an increase from $12 million in 2012 to $211.5 million by 2018.
The mall kiosk approach encountered challenges involving allegations of unauthorized immigration and intense sales methods within the United States and Canada.
In November 2020, Seacret completed a merger with WorldVentures to strengthen its distribution capabilities and broaden market reach.