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Seacret Spa International/Seacret Direct LLC
IndustryMulti-level marketing
Founded2005 (16 years ago) (2005)
  • Izhak Ben Shabat
  • Moty Ben Shabat
United States
Area served
U.S., Canada, South Korea, Mexico, Japan, Colombia
Key people
ProductsCosmetics, personal care
  • Seacret Direct
  • SevenPoint2
  • AClear
RevenueUS$ 211.5 million (unaudited) (2018)
Number of employees
Footnotes / references

Seacret (Seacret Spa International/Seacret Direct) is a United States-based multi-level marketing company that sells cosmetic and other personal care products made from Dead Sea minerals, mud, and nutrients.[2] The company was founded by Izhak and Moty Ben Shabat in 2005.[2]


In 2001, brothers Izhak and Moty Ben Shabat began selling Israeli Dead Sea products out of kiosks in shopping malls. They founded Seacret Spa International as a skin care retail business in 2005.[3][4] Since then, Izhak has served as company president and CEO, while Moty has served as managing partner. The company claimed to have had retailers in 30 countries and revenue of US$100 million in 2010.

In 2011, the brothers spun off Seacret Direct, a multi-level marketing branch that sells Seacret products through a network of independent distributors, referred to as 'Seacret Agents'.[4] Seacret Direct launched sales in Canada and Australia in 2013,[4] followed by South Korea and Mexico in 2014,[5] Japan in 2015, and Colombia in 2019.[6] Seacret reported unaudited revenue of $12 million in 2012, $71 million in 2013,[4] and $211.5 million in 2018.[7]

Mall kiosks featuring Seacret products in the U.S. and Canada have been the subject of controversy regarding illegal immigration schemes and overly aggressive sales tactics.[3][8][9][10][11][12][13]


  1. ^ "DSN Announces the 2018 Global 100!". Direct Selling News. Retrieved March 25, 2019.
  2. ^ a b "Brave Beginnings, Rare Ingredients — SEACRET Direct's Extraordinary Journey". Direct Selling News. 2018-11-01. Retrieved 2019-05-27.
  3. ^ a b Ilan Brat; Miriam Jordan (December 3, 2008). "Shalom, Christmas Shoppers: Israelis Sell Cosmetics, Toys at the Mall". Wall Street Journal. Retrieved October 16, 2019.
  4. ^ a b c d "SEACRET: Built on Community". Direct Selling News. 2014-05-01. Retrieved 2019-04-01.
  5. ^ "Welcome to the World of Seacret" (PDF). Seacret Direct. Retrieved 27 May 2019.
  6. ^ "Colombia Pre-Launch Overview" (PDF). Seacret Direct. Retrieved 27 May 2019.
  7. ^ "DSN Announces the 2019 Global 100!". Direct Selling News. 2019-04-25. Retrieved 2019-05-27.
  8. ^ Mills, Carys (March 29, 2014). "The strange case of the Israeli 'hand cream pedlars'". Ottawa Citizen. Retrieved October 16, 2019.
  9. ^ Roche, Kelly (January 6, 2012). "Illegal workers ordered out of country". Toronto Sun. Retrieved October 17, 2019.
  10. ^ Daugherty, Scott (July 6, 2016). "Mall kiosk owner pleads guilty to illegally hiring foreigners to sell cosmetics in Hampton Roads". The Virginian-Pilot. Retrieved October 16, 2019.
  11. ^ "Ten Israelis Behind Mall Kiosks Arrested in Virginia for Fraud, Employing Illegal Aliens". Haaretz. March 5, 2016. Retrieved October 16, 2019.
  12. ^ "Dead Sea products mall kiosk owner sentenced to jail for illegally employing Israelis". The Jerusalem Post. October 31, 2016. Retrieved October 16, 2019.
  13. ^ Lidman, Melanie (September 17, 2014). "Exposed: The international scandal of Israel's Dead Sea product hawkers". The Times of Israel. Retrieved October 16, 2016.