Seacret

What Seacret does

Seacret is a privately held, direct-to-consumer beauty company founded in 2005 and headquartered in Phoenix, Arizona, that formulates and sells skincare, bath and body, hair care, and color cosmetics products built around Dead Sea-derived ingredients — specifically mud, salt, and minerals. The company organizes its assortment into discrete product lines such as the Bio Skin Hydration regimen (cleansers, toners, serums, day and night creams), a Skin Longevity & Glow line, a HydraMud hair care range, a Men's Essentials assortment, and ancillary color cosmetics (Non Smudge Mascara), supported by a SEACRET Clean philosophy that emphasizes cruelty-free and botanically augmented formulations.

The underlying technical core is formulation rather than software: Seacret's differentiation rests on the proprietary sourcing and blending of Dead Sea materials into cosmetic formats (soaps, serums, masks, scrubs) and bundling them into regimen sets. Distribution is exclusively through the company's owned Magento-based e-commerce storefront (seacret.com) with full self-serve checkout, account management, and wishlist functionality, supported by content marketing through Sea Magazine and an organic social presence on Facebook, Instagram, and YouTube. The product catalog spans $9 to $89 per SKU, with bundled sets priced at $52.75-$65 and 9-15% discounts applied to regimen kits.

Commercially, Seacret operates a pure one-time-purchase DTC model with no subscription mechanism, no B2B or enterprise channel, and no third-party retail or marketplace distribution disclosed. The company is privately held, with no venture capital, private equity, or institutional investor involvement identified in the source data. Customer reach is concentrated in the United States, with international locales referenced at the URL level but not explicitly disclosed as active markets. Seacret employs 251-500 people and has been in continuous operation for approximately two decades.

Name

Seacret

Legal name

Seacretspa

Website

https://seacretspa.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Seacret is a Phoenix-based, privately held direct-to-consumer beauty company founded in 2005 that formulates and sells Dead Sea mineral-derived skincare, bath and body, hair care, and cosmetics products exclusively through its owned e-commerce storefront to individual consumers, primarily in the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue generated from direct-to-consumer sales of Dead Sea beauty and cosmetics products including skincare, bath & body, makeup, and hair care through the company's e-commerce platform. One-time purchase model with no subscription indicated.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Seacret sells Dead Sea mineral-based skincare, bath & body, hair care, and cosmetic products formulated with mud, salt, and minerals sourced from the Dead Sea. The assortment spans cleansers, toners, serums, moisturizers, treatments, body scrubs, soaps, mascaras, mud-based hair care, and bundled sets, all marketed under the SEACRET Clean philosophy. Products are sold directly to consumers worldwide through the company's own e-commerce platform at unit prices ranging from $9.00 to $89.00, with sets priced $52.75–$65.00.

Product overview

Seacret is a Dead Sea beauty and cosmetics brand offering a unified product portfolio centered on the therapeutic properties of Dead Sea mud, minerals, and salt. The company sells directly through its e-commerce platform and offers products across five main categories: Skincare (including cleansers, masks, moisturizers, serums, and toners organized into lines like Nourish & Hydrate and Skin Longevity & Glow), Bath & Body (lotions, scrubs, cleansers, and hand/foot care), Makeup (tubing mascaras), Hair Care (HydraMud mud-based line), and Accessories/Sets & Gifts. Key products include Mud Soap, various Mineral Soaps, the Bio Skin Hydration line (Dual Phase Booster, Night Cream, Day Cream, Nourishing Serum), HydraMud hair care line, and bundled sets like Day & Night Moisturizing Set and Scrub & Butter Radiance Set. The brand also emphasizes its SEACRET Clean philosophy focused on clean beauty with cruelty-free, responsible practices.

Differentiator

Problem solved

Functional benefit

Brands

• SEACRET Clean: Clean beauty philosophy featuring cruelty-free, responsible practices using pure powers of the Dead Sea and botanicals.
• SEACRET Magazine

Products and services

• Mud Soap A Dead Sea mud soap for deep skin cleansing and nourishment, sold directly to consumers via Seacret's e-commerce site.
• Mineral Soap A mineral-enriched soap formulated with Dead Sea minerals for skin cleansing.
• Sulfur Soap A Dead Sea sulfur soap marketed for targeted skin care needs.
• Face Wash Reviving Cleansing Gel A refreshing gel facial cleanser for daily use.
• Makeup Remover Cleansing Milk A milky cleanser that removes makeup while being gentle on the skin.
• Refreshing & Balancing Skin Toner A toner from the Bio Skin Hydration line that refreshes and balances the skin.
• Bio Skin Hydration Dual Phase Booster A dual-phase booster serum from the Bio Skin Hydration line for intensive skin hydration.
• Rich Hydrating Night Cream A rich night cream from the Bio Skin Hydration line for deep overnight hydration.
• Moisturizing Day Cream A day cream from the Bio Skin Hydration line for all-day hydration.
• Rich Nourishing Serum A nourishing serum from the Bio Skin Hydration line for targeted skin treatment.
• Night Acid Treatment An overnight acid treatment for skin renewal and resurfacing.
• Salt and Botanical Oil Body Scrub - Ocean Mist A body scrub combining Dead Sea salt and botanical oils for exfoliation and nourishment.
• Buffing Block A physical exfoliation tool for body buffing and skin smoothing.
• HydraMud Revive Mud Hair Mask A mud-based hair mask from the HydraMud line for hair revival and nourishment.
• HydraMud Vitalize Mud Conditioner A mud-based conditioner from the HydraMud line for hair vitalization.
• HydraMud Energize Mud Shampoo A mud-based shampoo from the HydraMud line for energizing and cleansing the hair.
• Non Smudge Mascara - Brown A non-smudge mascara in brown shade for defined lashes.
• Non Smudge Tubing Mascara - Black A black tubing mascara that forms tubes around lashes for smudge-free wear.
• Day & Night Moisturizing Set A bundled set combining the Bio Skin Hydration day and night moisturizers at a discounted price vs. individual items.
• Scrub & Butter Radiance Set A radiance-enhancing bundled set combining Dead Sea body scrub and body butter.
• HydraMud Shampoo & Hair Mask Set A bundled set combining the HydraMud shampoo and hair mask for a complete hair care routine.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AHAVA: Israel-based Dead Sea minerals skincare and body care brand sold through DTC and select retailers. Closely comparable to Seacret by virtue of identical ingredient sourcing (Dead Sea mud, salt, minerals), overlapping product categories, and similar mid-price positioning.
• Lush: Global bath, body, and cosmetics brand with handmade, cruelty-free, and ethically sourced positioning. Comparable to Seacret on category overlap (soaps, body scrubs, masks), clean-beauty ethos, and brand-led DTC distribution.
• Glossier: Iconic DTC beauty and skincare brand with cult following and direct-to-consumer storefront. Comparable to Seacret on DTC-first digital distribution, content-led brand building, and skincare-led category mix.
• Drunk Elephant: Clean, ingredient-led skincare brand sold DTC and through prestige retailers such as Sephora. Comparable to Seacret on clean-beauty positioning, skincare-centric product mix, and DTC-driven growth model.
• Beekman 1802: DTC clean beauty and skincare brand with an origin-story-driven positioning and direct e-commerce storefront. Comparable to Seacret on clean beauty credentials, DTC distribution, and brand-led storytelling around ingredient sourcing.
• Honest Beauty: Clean beauty and skincare line from The Honest Company, distributed DTC and through retail. Comparable to Seacret on clean-beauty positioning, mid-tier pricing, and skincare-led assortment built on ingredient transparency.
• Beautycounter: Clean skincare and cosmetics brand with a strong clean-ingredient and ingredient-transparency narrative. Comparable to Seacret on SEACRET CLEAN-like positioning, skincare-led catalog, and direct/digital distribution.
• Sabon: Dead Sea-inspired body care, scrubs, and bath products brand with global retail and DTC presence. Comparable to Seacret on Dead Sea ingredient positioning, body scrub/bath portfolio, and specialty-store DTC distribution.

Emerging players

• Dr. Roebuck's: Australian clean-beauty and skincare brand sold DTC with a focus on simple, ingredient-led formulations. Comparable to Seacret as a smaller DTC clean-skincare player targeting similar ingredient-conscious consumers.

Broad incumbents

• Estée Lauder: Large multi-brand prestige beauty conglomerate owning skincare, cosmetics, and body-care brands (including Drunk Elephant). Comparable to Seacret as a dominant industry incumbent that defines retail placement, pricing benchmarks, and category competition in skincare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/seacretdeadsea
• Facebookfacebook.com/seacret
• Instagraminstagram.com/seacret
• Xx.com/seacretspa
• LinkedInlinkedin.com/company/seacret

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Seacret