User:Bishal Shrestha/sandbox

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. 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. Seacret Direct has charted in DSN (Direct Selling News) Top 100 companies for 6 consecutive years from 2014 to 2019. The acquisition of the alkaline nutrition line SevenPoint2 in 2018 enabled Seacret Direct to provide a complete skincare and wellness solution; health and beauty from the inside out and outside in.

History
Seacret started in the USA by the Ben Shabat family as a Dead Sea premium skin care retail business in 2001. 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.

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. 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.

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

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.

Global Markets
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
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.

Trademark Appeal
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". 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.

Cosmetics 4 Less
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). 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 and 2012.

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