SANTÉ International marks its 18th anniversary this year, celebrating nearly two decades of continuous innovation, leadership, and Filipino pride. What began as a small initiative has grown into a global brand that influences the future of natural health products, inspiring millions of Filipinos and wellness advocates worldwide.
Santé executives (L-R): Paul Caluag, Minette Carag, Karen Marcelo, and Joey Marcelo
The company’s journey is deeply rooted in vision and people. From the start, SANTÉ’s founders believed success depended not only on quality products but also on the strength of its team. “From day one, we believed something great would happen to this organization,” said co-founder and CEO Joey Marcelo. “It’s not just about the products—the secret lies in finding the right people who believe in the vision. It’s the leaders who turn ideas into reality.. True enough, 18 years after, we’re known globally.” Minette Carag, another co-founder, added, “One of our dreams is to see Santé become a household name.”
Elite Business Members: Ed Geronilla, Melchor Daogdaog, Jun Francisco, Edz Ecalla, Gab Ecalla, Joel Luyong
This focus on people has been a cornerstone of their rapid growth. The company’s dedication to developing leaders has built a network of entrepreneurs and health advocates around the world. Today, thousands of SANTÉ distributors inspire their communities by embodying the company’s mission to promote healthier, better lives.
SANTÉ’s vision is to create a renowned Filipino brand globally. A key milestone is its own manufacturing facility in New Zealand, which underscores the company’s commitment to quality and expansion. It is the first Filipino-owned company outside New Zealand to establish such a facility, demonstrating Filipino ingenuity and determination. “Imagine that a Filipino company owns a manufacturing plant in New Zealand—it’s a true breakthrough,” Marcelo said. “Our capacity there is around 30-40% now, but we’re aiming to maximize production capacity in the next decade.” Their strategy involves sourcing from both local and international raw materials, with a focus on organic and sustainable sources, to meet international standards.
Innovation is central to SANTÉ’s ongoing success. The company is continually developing new products, utilizing advanced science, and adopting new technologies. Upcoming launches include the SANTÉ Beauty line—combining barley with collagen—and other supplements derived from natural sources in New Zealand and the Philippines. “We had so many changes. We’re very flexible especially during the pandemic. We realized that we pivot fast and we learn from our mistakes,” said Paul Caluag. Marcelo highlighted their ambitious plans, stating, “Our product development team is a powerhouse. We are creating new health solutions that will be market-ready next year, and we aim to be the first Asian direct selling company to heavily incorporate artificial intelligence in our operations.” The company believes technological innovation, especially AI, will drive growth and support their distributors worldwide.
One of the most inspiring aspects of SANTÉ’s nearly two-decade journey is the lives they have changed. Their story encompasses hope, empowerment, and transformation. “Our platform has helped thousands of people realize their dreams,” said top distributor Gab Ecalla. “Some started with just a small network, but with perseverance and belief, they are now building businesses that serve as a source of income and life-changing hope.” Many distributors credit their success to personal growth, financial independence, and community support provided by SANTÉ. Ed Geronilla shared, “I used to be an ordinary employee. Through SANTÉ, I learned to be confident, independent, and impactful. I now see a future unlimited in possibilities.”
Looking ahead, SANTÉ is ready to set new standards in the natural health industry through innovation, technology, and global expansion. They are developing next-generation products from organic farms in New Zealand and the Philippines, combining science with nature for superior health benefits. Marcelo said, “Within just a few years, we aim to position ourselves as the barley authority worldwide. Our flagship product, barley grass, has already taken the Philippines by storm, and we’re on track to make it a billion-dollar industry. But that’s just the beginning. We’re developing new products—some from traditional origins, others from advanced research—that will serve markets globally.”
To support this growth, SANTÉ plans to establish a manufacturing facility in the Philippines in partnership with local pharmaceutical and supplement producers. Their current capacity in New Zealand is about 40%, but they expect to fully develop organic farms there within two years to support increased production. “Our goal is to be a vertically integrated company,” emphasized Marcelo. “We want control over our manufacturing—setting up labs here and building alliances with local producers—to ensure product quality, lower costs, and broaden our product range.”
Throughout their history, innovation has been a key focus—not only in product formulation but also in business processes, leadership, and community involvement. The upcoming launch of “SANTÉ Next AI” illustrates their commitment to leveraging technology for growth and customer service. Marcelo explained, “Our evolution isn’t only about product development. It’s about staying relevant by adopting new technologies, expanding globally, and continuously improving our organizational structure. That’s how we stay ahead—by being innovative at every level.”
SANTÉ also proudly reflects Filipino identity through their innovative products and global reach. Their story emphasizes the potential of Filipino entrepreneurs, scientists, and business leaders to compete with the world’s best. “Filipinos have incredible potential,” Marcelo declared. “Our journey proves that with faith, hard work, and innovation, we can build brands that stand among the largest in the world. We want Filipinos everywhere to see that they are capable of creating products and businesses that have a global impact.”
Central to Sante’s success are its people. The company’s leadership development programs foster character, resilience, and the ability to serve others effectively. Distributors are given opportunities for mentorship and training that help them become not just successful entrepreneurs but also inspiring leaders. “Many of our top leaders started with humble beginnings,” Marcelo shared. “Now, they are influencing communities in Indonesia, the US, Europe, and beyond. Their stories encourage others to pursue their dreams and build impactful lives.”
Looking ahead, Sante’s plans are both ambitious and strategic. They aim to double their sales within the next few years, expand their global footprint, and launch new health products rooted in both science and tradition. Their strong focus on technology includes significant investments in e-commerce, artificial intelligence, and logistics infrastructure to enable rapid and seamless distribution worldwide.
Finally, Sante emphasizes that their success is driven by Filipino resilience and a bold global vision. They invite Filipinos and international partners to join their journey—embracing health, entrepreneurship, and innovation. “Our story is just beginning,” said top distributor Jun Francisco. “Together, we can create a future where Filipino-made products are celebrated worldwide, lives are transformed, and health is accessible for all. We’re committed to empowering Filipinos to lead, innovate, and inspire the world.”
