Viago

Overview

Seacret began as a retail skincare business built around Dead Sea minerals, mud, and salts, tracing back to mall-kiosk sales the Ben Shabat brothers started in 2001 before formally founding Seacret Spa International in 2005. A direct-selling arm, Seacret Direct, was spun out around 2010-2011 to sell the same product line through a network of independent distributors known as Seacret Agents, operating on a multi-level marketing structure. The company grew its direct-sales revenue substantially over the following decade, expanding beyond the U.S. into markets including Canada, Mexico, Colombia, South Korea, Japan, and Australia. In mid-2024 the company rebranded its consumer-facing direct-selling business from Seacret Direct to "Viago," pairing its established skincare line with a new discounted-travel membership offering called Club Viago. In late November 2024, Seacret Direct LLC, doing business as Viago, signed a merger agreement with the publicly traded Stemtech Corporation (OTCQB: STEK) under which Stemtech's chairman would remain chairman and Izhak Ben Shabat would become CEO of the combined entity. Closing was subject to an audit of Seacret and other customary conditions, and Stemtech's SEC filings through August 2026 report no completed merger. The company now operates as Viago LLC, headquartered in Phoenix, Arizona, and its former seacretdirect.com domain redirects to viagodirect.com. Viago is a separate company from SEACRET, the Dead Sea retail skincare brand at seacret.com, which states on its own site that it is not the same company as Seacret Direct.