Joey Marcelo, CEO of Santé International, spoke about the importance of resilience and reinvention during his keynote address at the Asia SME Forum 2025, held March 27 at Marriott Hotel Manila.
Marcelo recalled the setbacks he faced before founding Santé International in 2007, following five unsuccessful direct-selling ventures from 2001 to 2007. He admitted that he initially had no interest in the business model but eventually developed a deep understanding and passion for it.
“From 2001 to 2007, we ran five failing direct-selling companies. But I stayed passionate,” he said, crediting the turnaround to having the right product, people, and leadership team.
Santé International now operates in 10 countries, including Cyprus, Hong Kong, Indonesia, Macau, Qatar, Singapore, the United Arab Emirates, and the United States. Marcelo said expansion into Italy is underway.
He pointed to Overseas Filipino Workers (OFWs) as a major force in the company’s international growth, noting that many started as consumers and later became distributors.
“They’re no longer just working abroad—they’re building Santé in new markets,” he said.
Marcelo outlined what he called his “four-legged horse” model for success in direct selling: company stability, a strong product, a fair compensation plan, and strong leadership and training. He added, “But if there’s a horse, you need a jockey,” underscoring the role of leadership.
Now in its 18th year, Santé International continues to grow in the wellness sector with a focus on certified organic products. Marcelo urged fellow entrepreneurs to stay committed to their goals, learn from failures, and keep pushing forward.
“The dream was always bigger than just the Philippines,” he said. “It was about building a brand that could help people—and building it with people who believe in it just as much as I do.”
