Seacret Direct

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 December 2024, Viago/Seacret Direct and the publicly traded Stemtech Corporation (OTCQB: STEK) announced a merger agreement intended to combine the two companies under a single holding structure, with Stemtech's chairman remaining chairman and Seacret/Viago's Izhak Ben Shabat becoming CEO of the combined entity; public reporting available at the time indicated the deal was signed but still subject to closing conditions such as an audit of Seacret Direct/Viago. The company remains privately held at the operating level, headquartered in Scottsdale, Arizona, with its historical seacretdirect.com domain now redirecting to the Viago-branded site.