About Us

Who we are

About Us

Santé is one of the fastest growing distribution and direct selling companies globally dedicated to helping people live better lives. We offer premier organic health and wellness products and services which are designed to improve the quality of life of people around the world.

At Santé, we continuously build and help drive business growth through our dedicated and independent business owners. Driven by our promise to bring value-adding wellness products and services to every home, we are committed to equipping and empowering our business owners who help us promote healthy and active lifestyles.

Our Mission

Help people live better lives.

Our Vision

A global provider of premier wellness products and services.

Our Core Values

At Santé, we believe that how we achieve success is just as important as the goals we set for ourselves.
We are guided by the following principles:

Sincerity in Helping Others

Wholeheartedly helping others live better lives by providing guidance, using the power of our own testimonies to help build stronger, more personal connections that matter.

Humility and Truthfulness in our Actions

Conducting our business with an open mind, transparency, and integrity.

Pursuit of Excellence

Striving higher, doing better, and being open to ways we can improve ourselves, our products, and the way we do things.

Positivity In Any Situation

See and acknowledge challenges for what they are, but also finding the opportunities they present.

Courage to Try New Things

Daring to take a chance on the new and unfamiliar to find more efficient ways of doing things, to stretch ourselves, and ultimately to grow.

Celebration for Every Win

Taking the time to recognize achievement, excellence, and sharing success with others.

The Santé Story

Santé first opened its doors in 2007 as a direct selling company. That same year, our research team discovered the powerful properties of barley grass and the Santé Barley brand was born. Despite challenges, Santé International carried on, firmly believing in our product and direct selling’s capacity to help people live better lives.

FDA Acknowledges the Benefits of Barley.

In a rare move, the US Food and Drug Administration (FDA) allowed producers of barley-based products to state a claim that these products may help reduce the risk of heart disease.

At this time, barley-based products had yet to fully penetrate the Philippine market. Spotting an opportunity in the local market, Santé International began developing a selection of everyday barley-based products based on the research team’s key findings on its benefits and powerful properties.

Today, with Santé Barley as its flagship brand, Santé has dominated the Philippine market with its certified organic barley grass that’s grown and harvested in New Zealand. Santé has also expanded its offerings to include a fitness and rehabilitation center with its Santé Fitness Lab; and an array of natural products that are true to the company’s thrust in promoting a healthy lifestyle. Headquartered in the Philippines, Santé has expanded globally and has offices in New Zealand, Hong Kong, Macao, Singapore, UAE, Qatar, Nigeria, and Cyprus.

Santé was awarded two years in a row as part of the Circle of Excellence for the SME Company of the Year 2019 and 2020 of the distinguished Asia CEO Awards. This category was conferred to small- and medium-scale businesses that achieved important success, demonstrating excellence in leadership, financial contribution, global recognition, pioneering achievements and social causes.

Also by the Asia CEO Awards, Santé’s Chief Executive Officer Joey Marcelo, meanwhile, was feted as among the Circle of Excellence finalists for the Entrepreneurs of the Year 2019.

Board of Directors

Santé International is served by a board of directors who use their deep industry knowledge and exceptional management skills to help guide the company in its continued growth and development.

Paul Caluag

Managing Director, Philippine Operations

Eric Maranan

Chief Finance Officer

Joey Marcelo

Chief Executive Officer

Minerva Carag

Chief Product Officer

Peter Hope

Managing Director,
Sante New Zealand



A group of veteran direct selling professionals formed Santé International with the goal of offering health and wellness products and to offer business opportunities to a network of distributors.

Santé International and BioGro-certified barley grass supplier from New Zealand successfully sealed their partnership.

The Santé Pure Barley brand (3g sachet) was created and launched in the Philippines.

Santé introduced Sante Barley Pure (capsule) to the market.


Famous local celebrity, April Boy Regino, who was then diagnosed with prostate cancer, gave a testimony that he was able to manage his illness with the help of Santé Pure Barley.

Soon after, sales skyrocketed as more personal testimonies of Santé Barley’s health benefits flooded in. Branches tripled in number. Earnings of Business Owners (distributors) multiplied.

Santé International grew rapidly. From hundreds of kilos of Santé Barley per year, Santé began to import 50 tons (50,000 kilos) of Santé Barley grass a year.


We expanded our product line to include Fusion Coffee and we launched the Bath & Body and Intimate Care Series with C’est Bon anti-aging soap, and Moments napkin and pantyliners.

Filipino TV personality Kim Atienza was welcomed as Santé Barley’s brand ambassador.

In line with our mission to help people live better lives through health, CEO Joey Marcelo, a sports enthusiast, formed the company’s own triathlon team: the Santé Barley Tri-Team.
Pop singer, Karylle, joins Santé as one of its brand ambassadors.

Choco Barley was added to Health Beverage and Snack series.


Offering multiple health benefits, Green Tea Lemon with L-Carnitine (now Fit N’ Trim) was launched under the Health Beverage & Snack Series.

Santé acquires a property in Pico De Loro to provide its Business Owners a venue, not just for relaxation and camaraderie, but a place to strategize in building their Santé business.

On the same year, Santé bought a luxury yacht for the primary use of its Business Owners. Santé appropriately acquired a membership at the Manila Yacht Club where the yacht is berthed.

Santé Health and Fitness, Inc. (SHAFI), a wholly owned subsidiary of Santé, was established to provide holistic approaches for a healthier lifestyle.


Famous actress, Jennylyn Mercado, joins Santé Barley TriTeam, and acts as one of Santé’s brand ambassadors.

Santé Impact System (SImS) was officially launched as part of Santé Health & Fitness services.

FibrEnergy, a beverage snack with barley, chia and oats, was launched.


Santé invests in a tri-media campaign to launch its retail brand, Barley Max. The commercials were well-received with actor Piolo Pascual as its main endorser.

Santé entered the UAE market. Through its branches in the emirates of Dubai and Abu Dhabi, we offered our organic wellness products and a rewarding business opportunity for Filipinos and UAE locals.


Sante’s CEO, Joey Marcelo, was invited to speak in the esteemed Mastermind Event held in Florida, USA.

The company introduced Daily-C to its roster of Nutraceuticals

Soleil Marula Oil with Santé Barley extract and Lavender was launched as part of Santé’s product line under the Skincare Series.


Santé has grown to 100 branches and over 100,000 registered Business Owners in the Philippines, UAE, Hong Kong, and Nigeria.

Santé CEO Joey Marcelo was invited to the Mastermind Event in the USA as a panelist.

Over the years of successfully direct-selling certified-organic barley from New Zealand, Santé reinforced its stake in the retail and wholesale industry with Santé R.A.W. (Retail and Wholesale) as a new division.
To further solidify its foothold in New Zealand, Sante New Zealand, Ltd. was established, with Peter Hope as general manager – to act as buying agent in New Zealand.

Santé launches new global branches in Singapore, Qatar and Cyprus.

Santé CEO Joey Marcelo was hailed as one of the Circle of Excellence finalists for Entrepreneur of the Year, while Santé International was recognized as one of the 2019 Circle of Excellence for the SME Company of the Year in the Asia CEO Awards.

Through our partnership with Ayala Land, the 600 square-meter Santé Fitness Lab at Vermosa Sports Hub in Cavite City  was born.


Santé further expanded globally and opened its new branches in Macau, and in Lagos, Nigeria.

Strengthening its business process and portfolio, Santé acquired significant shares in Follium Drying Limited (FDL) – a manufacturing facility for barley grass powder in New Zealand.

When hit by the global pandemic, people clamored for health products. More and more opportunities were opened for Santé Business Owners to help people live better lives.


Matteo Guidicelli, Filipino actor, joins the Santé family as Santé Barley brand ambassador.


Catriona Gray, Miss Universe 2018, graces the Daily-C brand as its newest endorser.

Rolled out corporate and product re-branding for Santé and Santé Barley as the company continues to establish itself as a global brand.

Santé achieves its highest recorded sales ever. This, amidst the pandemic.


Santé opened a new branch in Abuja, Nigeria.

Santé was awarded once again as part of the Circle of Excellence for the SME Company of the Year 2020 of the distinguished Asia CEO Awards.

The Leisure Club by Santé, a beach resort in Batangas, was established as a cozy and refreshing venue for relaxation, retreat, and team building activities.

Daily-C Plus was added to the Daily-C series as a variant powered with Zinc for doubled-up protection against sicknesses.


Luis Manzano, TV show host, joins Santé as its brand ambassador for the Sweet Via brand.


Dimples Romana, actress, endorses Santé’s flagship retail product, Santé Barley Max.

Santé Barley brand overwhelmingly achieves the #1 Most Trusted Brand in the Market position based on 2021 IQVIA Survey.

Filipino TV actress and celebrity Jane de Leon soars as Santé new ambassador for Santé Barley and Daily-C.

Santé Barley Canister (200g) is launched.

Sitting on a 1,500 sqm property at the Cavite Light Industrial Park, Philippines, Santé International Headquarters is officially inaugurated.


Santé continues to make its global footprint — opening branches in Indonesia, and the USA.