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Seacret
Seacret Direct LLC
Company typePrivate - Direct selling
IndustryCosmetics, Health and Nutrition
Founded2005 (19 years ago) (2005)
Founder
  • Izhak Ben Shabat
  • Moty Ben Shabat
  • Betty Perez
Headquarters
Scottsdale, AZ
,
United States
Number of locations
8 (2019)
Area served
Worldwide
Key people
ProductsMineral-Rich Products, Mud Products, Age-Defying Products, Nutrition Products & Condiments
Brands
  • Seacret Direct
  • SevenPoint2
  • AClear
Services
  • Skin Care
  • Facial Care
  • Cosmetics
  • Condiments
  • Nutrition
RevenueUS$ 211.5 million (2018)
Members104,044 (2014)
SubsidiariesSevenPoint2
Websitewww.seacretdirect.com
Footnotes / references
[1] [2][3]

Seacret (Seacret Direct) is a multimillion-dollar company founded in the United States and manufactures high-end, lifestyle products made from Dead Sea minerals, mud and other nutrients[4][5][6]. The company was founded by Izhak and Moty Ben Shabat in 2005, and transitioned to a direct sales business model in 2011 under the new name Seacret Direct[4]. Seacret Direct has charted in DSN (Direct Selling News) Top 100 companies for 6 consecutive years from 2014 to 2019[7][8][9][10][11][12]. The acquisition of the alkaline nutrition line SevenPoint2 in 2018[13] enabled Seacret Direct to provide a complete skincare and wellness solution; health and beauty from the inside out and outside in.

History

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Seacret started in the USA by the Ben Shabat family as a Dead Sea premium skin care retail business in 2001[14]. During that time, there were no Dead Sea products on sale in the United States, and thus Izhak and Moty came up the idea of selling a variety of Israeli Dead Sea products out of kiosks in the malls.

In 2005, Izhak and Moty Ben Shabat along with his family and a close-knit community of friends and partners founded Seacret. The philosophy behind Seacret was to manufacture Dead Sea products that would deliver immediate results. This resulted in them hiring the best Israeli formulators to create effective products[15].

In 2009, Seacret struck a deal with the world's largest manufacturer of cosmetics in a plan to move out of kiosks and open 500 stores worldwide. By 2010, the company had retailers in 30 countries and became a $100 million business. Izhak took the role of the Company President and CEO, while Moty became the Managing Partner. However, a downturn in the retail industry leading to a recession in 2010 forced the brothers to explore other options[4]. That same year Betty Perez, Co-Founder of Seacret Direct, proposed the idea to change the business distribution model of the company to direct sales and after a small successful pilot program, Seacret Direct was officially launched in 2011[14].

In 2012, Seacret made $12 million in direct sales and the numbers rose upto $71 million by 2013[14]. In a prime position for international expansion, Seacret Direct launched in Canada and Australia in 2013[14], followed by South Korea and Mexico in 2014[16], Japan in 2015 and Colombia in 2019[17].

In 2019, Seacret Direct was placed 58th, an all-time high for the company, in the DSN Global 100 on the annual list of the top revenue-generating direct selling companies in the world with an estimated revenue of US $211.5 Million in 2018[12].

Global Markets

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Seacret has a wide global market because of both its product line and international presence. It operates in the United States, Canada, Australia, South Korea, Mexico, Japan and Colombia.

Business Model

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From 2005 to 2011, all Seacret products were sold through retail locations. Transitioning to direct sales in 2011, Seacret products were now sold by their distributors, referred to as 'Seacret Agents', through this new business model. An Agent can earn commission five ways; through Retail Customer Commission, VIP Customer Commission, Performance Bonuses, Team Commission and Leadership Check Match[18].

[edit]

Trademark Appeal

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On Feb 9, 2006, Seacret Spa International filed a federal trademark application for a stylized mark (the "SEACRET" mark) which was refused by the Trademark Trial and Appeal Board (TTAB) on the grounds that it was likely to be confused with a previously registered trademark "SECRET"[19]. Seacret Spa sought a court review of the decision, which was ruled in the favor of the defendant and affirmed the ruling of the TTAB[20].

Cosmetics 4 Less

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On May 26, 2015, Seacret Spa International filed a complaint against Cosmetics 4 Less Inc. for breach of contract (Clause: 28:1332 Diversity - Breach of Contract)[21]. The judgement was entered against the Defendants and were subjected to pay the amount of $11,000.

Besides this, Seacret has been in some notable controversies like the product controversy created by the Australian Friends of Palestine (AFOPA) in 2010[22] and 2012[23][24].

Trademarks

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Seacret has 8 trademarks registered in the United States Patent and Trademark Office.

Seacret's Trademark List
Serial Number Word Mark Status Registration Date Goods & Services Reference
87940757 LIFE BY SEACRET Live Feb 19, 2019 Dietary and nutritional supplements sold in individual sales to sales consultants, demonstrators and other individuals carrying on sales by means of personal home and private demonstrations to the individual consumer, sales parties, and like group gatherings of individual consumers [25]
86886996 SEACRET Live Nov 13, 2018 Nail files and nail buffers sold to sales consultants, demonstrators and other individuals carrying on sales by means of personal home and private demonstrations, sales parties, and group gatherings to the individual consumer [26]
87116663 SEACRET MINERALS FROM THE DEAD SEA Live Jul 4, 2017 Dietary and nutritional supplements sold in individual sales to sales consultants, demonstrators and other individuals carrying on sales by means of personal home and private demonstrations to the individual consumer, sales parties, and like group gatherings of individual consumers [27]
87116603 SEACRET Live Dec 27, 2016 Dietary and nutritional supplements sold in individual sales to sales consultants, demonstrators and other individuals carrying on sales by means of personal home and private demonstrations to the individual consumer, sales parties, and like group gatherings of individual consumers [28]
86887169 SEACRET Live Dec 20, 2016 Educational training, namely, seminars and individual instruction classes in the field of skin care and nail care; education services, namely, developing, arranging, and conducting live and on-line training classes, seminars, conferences, workshops and programs in the field of skin care and nail care [29]
85624389 RECOVER GOLD CORE Live Apr 30, 2013 Non-medicated skin care preparations; nail care preparations; after shave; make-up, cosmetics and accessories [30]
78981469 SEACRET Live Jun 25, 2013 Nail files and nail buffers [31]
78598113 SEACRET Live Aug 08, 2006 Skin care products containing ingredients from the Dead Sea, namely, facial cream, facial peeling milk, facial mud mask, Non-medicated facial serum, eye gel, anti-wrinkle cream, mud soap, mineral soap, after shave, hand cream, salt facial scrub, body cream with salt, Non-medicated foot cream and body lotion [32]

See Also

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Direct Selling Association

Direct selling

References

[edit]
  1. ^ "DSN Announces the 2018 Global 100!". Direct Selling News. Retrieved March 25, 2019.
  2. ^ Home.org, Business For. "Seacret Direct Aquires SevenPoint2". www.businessforhome.org. Retrieved 2019-03-24. {{cite web}}: |first= has generic name (help)
  3. ^ "INCOME DISCLOSURE STATEMENT". www.seacretdirect.com. Retrieved 2019-05-27.
  4. ^ a b c "Brave Beginnings, Rare Ingredients — SEACRET Direct's Extraordinary Journey". Direct Selling News. 2018-11-01. Retrieved 2019-05-27.
  5. ^ "Seacret offers natural skin care from the Dead Sea and income opportunity | Antioch Herald". Retrieved 2019-04-11.
  6. ^ "Seacret Review, Legit Comp Plan Business or Pyramid Scam?". Entrepreneur Journal Review - A Blog on Online Business. 2018-11-15. Retrieved 2019-04-29.
  7. ^ "DSN Celebrates the 2014 Global 100 Companies". Direct Selling News. 2014-05-26. Retrieved 2019-04-01.
  8. ^ "2015 DSN Global 100 List". Direct Selling News. 2015-04-09. Retrieved 2019-04-01.
  9. ^ "2016 DSN Global 100 List". Direct Selling News. 2016-06-01. Retrieved 2019-04-01.
  10. ^ "DSN Announces the 2017 Global 100!". Direct Selling News. 2017-04-20. Retrieved 2019-04-01.
  11. ^ "DSN Announces the 2018 Global 100!". Direct Selling News. 2018-05-03. Retrieved 2019-04-01.
  12. ^ a b "DSN Announces the 2019 Global 100!". Direct Selling News. 2019-04-25. Retrieved 2019-05-27.
  13. ^ Home.org, Business For. "Seacret Direct Aquires SevenPoint2". www.businessforhome.org. Retrieved 2019-05-27. {{cite web}}: |first= has generic name (help)
  14. ^ a b c d "SEACRET: Built on Community". Direct Selling News. 2014-05-01. Retrieved 2019-04-01.
  15. ^ "Skincare Line – SEACRET Minerals from the Dead Sea – Gaining Sales, Name Recognition with US Shoppers". www.businesswire.com. 2011-04-23. Retrieved 2019-04-11.
  16. ^ "Welcome to the World of Seacret" (PDF). Seacret Direct. Retrieved 27 May 2019.
  17. ^ "Colombia Pre-Launch Overview" (PDF). Seacret Direct. Retrieved 27 May 2019.
  18. ^ "Seacret Direct Review 2.0: Monthly affiliate autoship still a problem". behindmlm.com. Retrieved 2019-05-27.
  19. ^ "Seacret Spa Int'l v. Lee, 1:15cv405(JCC/IDD) | Casetext". casetext.com. Retrieved 2019-04-15.
  20. ^ & Willians, Hunton (Feb 2017). "2016 Eastern District of Virginia IP Year in Review" (PDF). Eastern District of Virginia IP. 28,29.
  21. ^ "Seacret Spa LLC et al v. Cosmetics 4 Less Incorporated et al (2:15-cv-00952), Arizona District Court". www.pacermonitor.com. Retrieved 2019-04-15.
  22. ^ "Brisbane activists target Seacret Dead Sea products". BDS Movement. 2011-06-08. Retrieved 2019-04-29.
  23. ^ "The Seacret Controversy". Verse Magazine. 2012-10-16. Retrieved 2019-04-29.
  24. ^ "The Seacret Debate: Conflict over the Conflict". Palestine Chronicle. 2012-02-17. Retrieved 2019-04-29.
  25. ^ 87940757. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  26. ^ 86886996. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  27. ^ 5238235. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  28. ^ 87116603. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  29. ^ 86887169. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  30. ^ 85624389. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  31. ^ 78981469. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
  32. ^ 78598113. "Trademark Status & Document Retrieval". tsdr.uspto.gov. Retrieved 2019-04-15. {{cite web}}: |last= has numeric name (help)
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