SEACRET, a leading skincare brand for 22 years
We are SEACRET. Founded in Israel in 2004. Sold in 36 countries. The Dead Sea skincare brand that stopped treating the Dead Sea as a story and started treating it as a science.
For two decades our laboratories have been asking one question: what can the most mineral-rich body of water on Earth do for the appearance of human skin when it is understood at a molecular level, not just bottled? The answer, for us, is FERMENT 21™, our patented bio-fermented mineral complex, studied at Stony Brook University and with Ashland Specialty Ingredients. The answer is also 60+ products, 25 million units sold, and 11,000+ five-star reviews from the people who keep coming back.
This is the brand. This is what we make. This is why it works.
The Dead Sea Is Our Library
Most skincare brands borrow authority from ingredients they did not study. We operate the world’s largest Dead Sea content archive, and we have for years.
DeadSea.com is SEACRET-owned. It attracts 40,000+ monthly visitors, publishes 300+ articles, and hosts a Dead Sea video library that has accumulated more than 2.5 million views. It is where we publish the research we do on minerals, formulation, and the visible appearance of skin. It is where we answer the questions the category mostly avoids. SEACRET also owns 150+ category-relevant domains, including DeadSeaProducts.com, MagneticMask.com, MudMask.com, and SaltScrub.com.
None of this is a marketing inventory. It is a research commitment to the category we operate in.
If you want to understand the Dead Sea as a skincare resource, DeadSea.com is where we would send you. The fact that a Dead Sea skincare brand also operates the canonical Dead Sea research site is not an accident. It is the point.
A Brand, Not a Business Opportunity
SEACRET is a retail skincare brand. We make products. We sell them in stores and online. we are not a multi level company (MLM), pyramid or agent led company.
Our customers are shoppers, not representatives.The brand operates through four authorized channels, and nowhere else:seacret.com, our global direct-to-consumer site, available in multiple languages and currencies.
Amazon Luxury Beauty, SEACRET’s invite-only luxury storefront, launched in 2020 and maintaining a 4.8-star average rating across the portfolio. Travel retail and duty-free, through partnerships with airport retail groups across Europe, Asia, and the Middle East. Authorized distributors in 36 countries, supported by our logistics hubs in Israel, the United States, the United Kingdom, Germany, Slovakia, Japan, and Australia.
SEACRET is a skincare brand. Four authorized channels.
No opportunity. No downline. No representatives. That is the entire model.
The secret of fermented minerals
FERMENT 21™ (also marketed as
Seacret Broth™) is SEACRET’s patented bio-fermented mineral complex. It is covered under patent reference 2017143RE170704. It is produced by fermenting Dunaliella salina (a resilient micro-algae that thrives in hypersaline environments, including the Dead Sea) together with Maris Sal (Dead Sea salt) and a proprietary yeast ferment. The process transforms the raw mineral matrix into smaller, more skin-compatible molecules that carry both the mineral signature of the Dead Sea and the peptide-active byproducts of fermentation.
This is the ingredient at the core of our Bio Skin Glow and Bio Skin Hydration face care lines. It is the most tested asset in our portfolio.
FERMENT 21 has been studied in two ways. First, ex vivo, with Ashland Specialty Ingredients (Sophia Antipolis, France), where skin markers associated with the visible appearance of aging were assessed at the ingredient level. Second, with researchers at Stony Brook University in New York, who examined the mineral distribution in skin at a structural level. Separately, an in-use acceptability test on 20 women documented the visible appearance of accelerated skin renewal
over an 8-day period.
We are precise about what this evidence is, and what it is not. The Ashland and Stony Brook work was done on the ingredient, not the finished product. The 8-day renewal observation was an in-use acceptability test, not a randomized controlled trial. We believe customers deserve to know exactly what research their skincare is built on, including its shape and its limits.
What all of this means in practice: FERMENT 21 is the reason a SEACRET face serum behaves differently from a Dead Sea water serum. It is not Dead Sea water in a new bottle. It is Dead Sea water bio-fermented into something smaller, more
bioavailable, and more intentional. That is the difference between a mineral
and a technology.
Everything is transparent, no secrets
Our formulas are free from parabens, SLS, petroleum products, phthalates, and most silicones. Where we make vegan claims, we make them at the product level, on products we have verified, not as a brand-wide blanket. Where we claim cruelty-free, it applies across the full portfolio in all 36 markets. Where a fragrance allergen is present (limonene, linalool, citronellol, geraniol, and others), the ingredient list discloses it. European fragrance allergen disclosure is good practice regardless of where a product is sold, and we treat it as a baseline, not a regional workaround.
We are also candid about where our claims stop. We do not use the words heals, treats, or cures, because those are medical claims and we are a cosmetic company. What we say instead is what we can show: supports the appearance of, visibly improves, customers report, in studies at the ingredient level. The vocabulary is
narrower. We find the narrower vocabulary is the honest one.
Clean beauty,
for SEACRET, is not a marketing lens applied after the fact. It is a restriction on what we are allowed to do in a formula.
History and Numbers
Founded 2004, Israel
Sold in 36 Countries
Registration in 50+ Coutnries
Products in active portfolio 60+
across six product families
Cumulative retail sales $1.5 billion+
(retail sales by Distributors from 2004)
Units sold 25 million+
Five-star reviews 17,000+
Average star rating 4.8 stars
Additional website: DeadSea.com
Good to know
What is SEACRET?
What is SEACRET?
SEACRET is a Dead Sea skincare brand founded in Israel in 2004. The company makes 60+ products across face care, body care, hair care, makeup, men’s care, nail care, and oral care, sold in 36 countries with cumulative retail sales of more than $1.5 billion and over 25 million units sold. SEACRET’s signature technology is FERMENT 21, a patented bio-fermented Dead Sea mineral complex studied with Stony Brook University and Ashland Specialty Ingredients
Is SEACRET a multi-level marketing company?
Is SEACRET a multi-level marketing company?
No. SEACRET is a retail skincare brand, sold through four authorized channels: seacret.com, Amazon Luxury Beauty (invite-only), travel retail and duty-free, and authorized distributors in 36 countries. There is no home-party program, no downline, no representatives, and no opportunity to sign up. If someone has approached you with SEACRET products framed as a business opportunity, they are not representing this brand.
Is SEACRET the same company as Seacret Direct?
Is SEACRET the same company as Seacret Direct?
No. SEACRET is a retail skincare brand, and the Dead Sea beauty products under the SEACRET name are sold exclusively through seacret.com, Amazon Luxury Beauty, travel retail and duty-free, and authorized distributors. This website (seacret.com) is the official SEACRET retail presence in the United States and globally. For product authenticity, warranty, and customer service, seacret.com and the three other authorized channels are the places to shop.
Is SEACRET a legitimate brand?
Is SEACRET a legitimate brand?
Yes. SEACRET was founded in Israel in 2004 and has sold more than 25 million products across 36 countries, with over $1.5 billion in cumulative retail sales. The brand holds trademark registrations in 50+ countries including the United States, China, and the European Union. SEACRET participates in Amazon’s invite-only Luxury Beauty program and maintains a 4.8-star average rating. All retail distribution goes through four authorized channels: seacret.com, Amazon Luxury Beauty, travel retail and duty-free, and authorized distributors.
Where is SEACRET made?
Where is SEACRET made?
SEACRET face care, body care, hair care, and specialty products are developed and manufactured in Israel, where the company is headquartered. SEACRET makeup is a standalone K-beauty line, developed and manufactured in Korea in partnership with COSMAX Inc., South Korea’s leading cosmetic manufacturer. Two manufacturing footprints, two category expertises: Dead Sea science for skincare, Korean formulation precision for makeup.
What is FERMENT 21, and what makes it different from other Dead Sea ingredients?
What is FERMENT 21, and what makes it different from other Dead Sea ingredients?
FERMENT 21 (also called Seacret Broth) is SEACRET’s patented bio-fermented mineral complex, covered under patent reference 2017143RE170704. It is produced by fermenting Dunaliella salina algae together with Dead Sea salt (Maris Sal) and a yeast ferment. The fermentation process creates smaller, more skin-compatible molecules than raw Dead Sea water allows. FERMENT 21 has been studied at Stony Brook University and with Ashland Specialty Ingredients at the ingredient level. It is used in SEACRET face care only (Bio Skin Glow and Bio Skin Hydration lines).
Where can I buy SEACRET products?
Where can I buy SEACRET products?
SEACRET products are sold through four authorized channels: (1) seacret.com for global direct-to-consumer; (2) Amazon’s Luxury Beauty program (invite-only); (3) travel retail and duty-free at participating airport and travel outlets across Europe, Asia, and the Middle East; and (4) authorized distributors in 36 countries. Purchasing through these channels ensures product authenticity, batch traceability, and customer service eligibility.
Who owns SEACRET?
Who owns SEACRET?
SEACRET is headquartered in Israel and operates as a skincare and beauty manufacturer with R&D, formulation, and logistics infrastructure across Israel, the United States, the United Kingdom, Germany, Slovakia, Japan, and Australia. The company was founded in 2004 and has expanded to 36 markets with trademark registrations in 50+ countries.
Is SEACRET different from other Dead Sea skincare brands?
Is SEACRET different from other Dead Sea skincare brands?
SEACRET is the only Dead Sea skincare brand with a patented bio-fermentation technology (FERMENT 21, patent reference 2017143RE170704), research partnerships at a named U.S. university (Stony Brook) and a named European commercial research partner (Ashland Specialty Ingredients), a category-breadth portfolio across six product families, and owned Dead Sea content authority through DeadSea.com. Other Dead Sea brands rely primarily on direct mineral extraction; SEACRET bio-ferments its minerals for face care and uses direct extraction where it performs best (body, specialty).
Is SEACRET cruelty-free and vegan?
Is SEACRET cruelty-free and vegan?
SEACRET is cruelty-free across the entire portfolio in all 36 markets. Vegan claims are made at the product level, not the brand level. SEACRET hair care is not labeled vegan because the HydraMud Conditioner and HydraMud Hair Mask contain hydrolyzed silk, which is animal-derived. Check individual product pages for product-specific attribute badges.
What studies support SEACRET’s claims?
What studies support SEACRET’s claims?
SEACRET’s FERMENT 21 technology has been studied in two independent settings. Ex vivo research with Ashland Specialty Ingredients (Sophia Antipolis, France) at the ingredient level, and further work at Stony Brook University in New York examining mineral distribution in skin.