Today we’d like to introduce you to Doron Santo.
Doron, we appreciate you taking the time to share your story with us today. Where does your story begin?
I’m a man who wears many hats and has a passion for beauty, wellness, and more. I’m the founder and product developer of Onsen Secret, which has been making a difference since 2005. However, my journey goes beyond just skincare.
I also lead ODI, where I share my expertise in manufacturing, logistics, marketing, and sales with companies that need guidance. This journey has taken me into various fields, from skincare to supplements and even technology and real estate.
But beyond business, my family is my heartbeat. I’m grateful for my amazing wife, Rachel, who is a luminary in the world of Kabbalah. Her wisdom and guidance have been a cornerstone of our family’s journey, and she has been the driving force behind me. Together, we’re proud parents to five incredible kids – Miriam, Yehuda, Leah, Sarah, and Yael. They’re not just my world; they’re my north star and a constant source of inspiration.
I met Rachel in 2007 when I had just started studying the wisdom of Kabbalah at the Kabbalah Center in Los Angeles. This knowledge has propelled my life into a new realm of existence. Although many people, including myself, may view Kabbalah as a religion, I was amazed to discover that it is a profound wisdom that anyone can access and benefit from, regardless of their background. Studying Kabbalah is like adding another dimension to life, making each experience more detailed and allowing us to influence life, understand our true purpose, and share our gifts with the world. This wisdom is an endless source of inspiration and guidance that is a part of me and everything I do.
Let’s go back in time a bit. Picture a young man, full of curiosity and adventure, leaving his home in Israel just before his 20th birthday to explore the world. That young man was me, and it was the year 1998.
Looking back, I could never have imagined that my journey would lead to the creation of a brand that has touched countless lives around the world. Today, I’m proud to lead Onsen Secret – a brand that embodies much more than just beauty products.
When I first embarked on my journey, I had no idea what lay ahead. I visited five different continents, immersing myself in diverse cultures and collecting unforgettable experiences. But it was Japan that captured my heart with its unique blend of tradition and innovation.
My success didn’t come easy. I faced many challenges and worked hard to acquire the knowledge and skills needed to succeed. Coming from humble beginnings, I set off into the unknown with nothing but a backpack and a desire to experience the world outside of my comfort zone.
Little did I know my journey would lead me to a life-changing encounter in Japan. The country’s rich culture, breathtaking landscapes, and inspiring traditions left a profound impact on me. It wasn’t just the external beauty that drew me in but also the wisdom and remarkable people I met along the way.
When I arrived in Japan, I was almost broke. With the little money I had, I could only afford a ticket for the Shinkansen Bullet Train from Tokyo to Shizuoka City. My plan was to work hard and earn enough money to support my travels. Even though I didn’t know the language, I was determined to make a decent income within a few months.
I landed a job as a salesman at a jewelry stand in Shizuoka thanks to a friend I met in India. However, being a commission-based job, I found it challenging to make sales due to my limited language proficiency. I persevered for 12 hours on the first day and ended up with no sales. The same thing happened on the second day, which was quite disheartening. I realized that I needed to learn the language to survive in the job.
To achieve this, I set a personal challenge to learn ten new words every day, with a target of mastering 300 words within a month. I carried a small notebook and interacted with the locals to break the language barrier. Although working from 1 p.m. to 3 a.m. every day was challenging, the experience was worth it.
Learning the language opened up a new world for me, deepening my connection with the Japanese people and their culture. Living in Japan was like entering a different universe. I was initially confused by their customs and traditions, which were different from anything I had experienced before. It took time to adjust and understand their society, but the lessons in resilience, adaptability, and human connection were invaluable.
Through my experiences in Japan, I learned the importance of perseverance, the value of learning from others, and the beauty of embracing the unknown. I realized that true growth often occurs outside our comfort zones.
My challenging days on the job were the catalysts for my personal and professional growth. They ignited a fire within me, inspiring me to create something meaningful and make a difference in the world. That drive eventually led me to develop Onsen Secret.
Onsen Secret is more than just a brand. It encompasses my transformative journey in Japan, the profound lessons I learned, and the inspiration that propels my vision forward. Beyond the connection between the medicinal Japanese hot springs known as onsens and Onsen Secret, the name of my brand stands as a testament to the strength of perseverance and the remarkable opportunities that arise when we wholeheartedly embrace the unknown.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Every challenge, I’ve come to realize, is an opportunity for growth and transformation. It’s been a remarkable learning experience, one that continually reshapes my perspective on new obstacles.
Hailing from a humble background, I didn’t pursue higher education at a conventional college. Instead, I embarked on a global exploration. Along this path, my identity was forged and sculpted. When you choose this unconventional route, there are no official certifications from esteemed institutions. Your worth is measured by the life you’ve lived, the creations you’ve brought to light, and the evolution you’ve undergone.
The onus of self-discipline rests solely on you. There’s no pre-existing structure; you’re the architect of your own journey.
This road isn’t for everyone. It’s tailor-made for those with an innate sense of exploration—an aspect of myself I hadn’t even realized existed. Events seemed to unfold almost serendipitously.
I was my own teacher, mastering everything from the moment I purchased my first computer in 2002 and delved into Excel to the time I began formulating skincare products. The latter venture arose when my supplier, whom I relied on for my store, abruptly announced his business closure. That pivotal juncture compelled me to chart my own course.
Reflecting on it now, my formal education in chemistry extends only to a few high school classes. Yet today, I hold the position of R&D Director for numerous companies, including Onsen Secret. In this role, I guide lab technicians and chemists in creating products that push boundaries. I’ve developed an intuitive knack for understanding ingredients—their functions, their integrity, and their potential to aid.
For the longest time, I attributed my accomplishments to sheer luck.
However, my most significant challenge was twofold: acknowledging and fully embracing this gift and recognizing that my purpose extends beyond personal achievement. It’s about imparting knowledge to others. This transcends merely creating products; it encompasses offering guidance, consulting, and introducing a new perspective on beauty and wellness. This stands as my ultimate goal and mission, defining how Onsen Secret engages with the market today.
We’ve been impressed with Onsen Secret, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
As an individual, my goal and passion are centered around helping people realize their full potential and unique abilities. Through my brand, Onsen Secret, I focus on the realms of skincare, beauty, and wellness.
Our Japanese hot spring bath experience, Onsen Bath, is designed to transform your ordinary bath into a therapeutic hot spring. It provides numerous benefits that are 5-10 times more powerful and effective than an infrared sauna. Unfortunately, not many people are aware of this and are missing out on the opportunity to enjoy this experience at home.
In each of our products, you will find the healing magic of hot springs. Onsen Secret is more than just a product; it’s an experience. When you hold an Onsen Secret product, you are not just looking at another cosmetic item. You have access to the ancient secrets of Japanese onsens – their calming benefits, healing philosophy, and natural lifestyle – all in the palm of your hand.
At Onsen Secret, we are guided by the healing philosophy that every person is born with the power to heal themselves. Wholesome well-being can be achieved naturally without chemical products or pharmaceutical supplements. With the magic of the sacred hot springs, you can naturally cleanse your body, mind, and soul.
On the other hand, with ODI, As a skilled professional with over 20 years of hands-on experience in product development, logistics, sales, and marketing, I offer my intuitive gift to help companies thrive. I work closely with company founders, taking on a fractional role within the company to provide more than just advice. By taking action, I bring a fresh approach and help to align the company as a whole. This approach also ensures that the company retains ownership of all the assets, processes, products and connections that I develop, allowing them to continue their growth without depending on me. Before fully committing to a fractional role, I guide the company through a discovery session to evaluate whether they have the necessary elements to embark on this journey. Not all companies may be ready, but I still offer my help in any way possible to provide exciting directions and develop new opportunities.
Any big plans?
In 2018, we started the rebranding process for Onsen Secret with the goal of making it an affordable luxury direct-to-consumer brand while maintaining its super luxury quality. However, due to the impact of COVID-19, we shifted our focus to our online presence, which has been successful. We plan to collaborate with distributors to expand our distribution channels in the USA, Canada, United Kingdom, Germany, Australia, and other countries. Our plan also includes venturing into hotels, resorts, and airports to provide customers with our unique nail reboot care system and onsen bath experience.
Our ultimate goal is to introduce the benefits of onsen bathing to 7.2 million households by 2030. We are passionate about bringing this therapeutic essence that has been practiced in Japan since the 4th century to the world. We aim to introduce the Onsen bath experience to sports teams, physical therapy rehab centers, and other places where people can benefit from its detox rejuvenation, pain relief, insomnia relief, jet lag relief, mind clarity, vascular vein relief, energy boost, and skin rejuvenation. We believe that our products can help people break free from product dependency and discover the natural healing power within themselves.
Regarding ODI and business development, we plan to continue growing with our current partners and are excited to assist more people and their brands or products. It has been an exciting journey so far, and we are committed to staying true to our path and continuing to evolve.
Contact Info:
- Website: www.onsensecret.com
- Instagram: www.instagram.com/onsen_secret
- Facebook: https://www.facebook.com/onsen72/
- Linkedin: https://www.linkedin.com/in/doron-santo-37868ab/
- Youtube: https://www.youtube.com/channel/UCCJEse9q_Ug4AkyA36B-Rlw
