Moroccanoil

Moroccanoil Israel, Ltd.
Moroccanoil
TypePrivate
IndustryCosmetics
Founded2003 (2003) in Tel Aviv, Israel
Headquarters57th St., Manhattan,
New York City
,
U.S.
Area served
Worldwide
Key people
ProductsArgan oil-based hair care products
RevenueUS$≈750 million[1] (May 2025)
Number of employees
≈826[2] (May 2025)
Websitewww.moroccanoil.com

Moroccanoil is an Israeli cosmetics company headquartered in New York City specializing in hair care products containing argan oil.[3][4][5] The company has production facilities in Israel, Italy, and North America.[5][6] The company was started in 2003 in Tel Aviv by two brothers and bought in 2008 by Carmen and Ofer Tal.[7][5]

Moroccanoil sells its products in over 85 countries worldwide.[8][9] mostly business-to-business to beauty salons (around 85,000 as of January 2020);[10] More recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops.[11][12][13] In addition, a number of celebrities and fashion houses have been reported to use the company's products.[5][11][14]

History

2000s: Foundation

In 2003, Israeli hairdresser Mike Sabag began experimenting with argan oil shared with him by his mother after a trip to her native Morocco. He began selling the product to hair salons in the Tel Aviv area, running the business with his brother Erik.[15]

During a trip to Israel in 2006, Montreal salon owner Carmen Tal learned about argan oil.[16][5] Her husband Ofer Tal contacted the Sabag brothers and acquired distribution rights in North America.[11][16][15] After achieving commercial success in the United States, the couple purchased the company in 2008 and moved production to a new plant in northern Israel.[17][11] They named the company Moroccanoil.[15]

2010s and 2020s: Expansion

Over the years, Moroccanoil's products became available in an increasing number of countries, and their lines were expanded to include body care products in 2016[12] and fragrances in 2021.[18] The company opened a salon academy for stylists in Manhattan in 2020.[10]

From 2020 to 2026, Moroccanoil was the chief sponsor of the Eurovision Song Contest.[19][20][21]

Operations

As of January 2013, 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem",[5][11][22] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets.[23] The company has production facilities in Israel, Italy and Canada,[24][6] as well as offices in Montreal (where it has its legal department in Mount Royal),[25] Rishon LeZion (where it is legally registered),[26] Edgware,[27] Frankfurt,[28] Tokyo and São Paulo.[5] The subsidiaries of Moroccanoil include Moroccanoil Israel Ltd., Moroccanoil Inc., Moroccanoil Canada Inc., Moroccanoil Japan KK, Moroccanoil UK Limited and Moroccanoil DE GmbH.[26]

Products

The company's first product was Moroccanoil Treatment, a hair product containing argan oil.[12] Moroccanoil expanded its argan oil-based formula to include shampoo and conditioner, hair spray, and styling products.[12][29] The company expanded into body care with the Moroccan Body collection, comprising moisturizers, exfoliating scrubs, and soap.[12] The Airy Moisture product line was introduced in Asia in 2023, marketed as specially formulated for hair needs in the region.[30] Its first fragrance, Fleur d'Oranger, was introduced in 2015[12] and L'Originale in 2025.[31] Moroccanoil began selling an argan oil lip balm in 2026.[32]

See also

References

  1. ↑ "Moroccanoil Company Overview, Contact Details & Competitors". LeadIQ. Retrieved 16 May 2025.
  2. ↑ "Moroccanoil Employee Directory, Headcount & Staff". LeadIQ. Retrieved 24 May 2025.
  3. ↑ Aira, Greta (19 May 2025). "Spain's PM Sanchez says Israel has no place in Eurovision Song Contest". euronews. Retrieved 22 April 2026.
  4. ↑ "MOROCCANOIL UK LIMITED persons with significant control". gov.uk. Government of the United Kingdom. Retrieved 1 June 2024.
  5. 1 2 3 4 5 6 7 Strauss, Alix (25 February 2013). "Moroccanoil Magic". NUVO. Retrieved 23 May 2024.
  6. 1 2 Ireland, Kapila (2 June 2023). "Moroccanoil set to expand in China and Middle Eastern markets". DFNI. Retrieved 25 May 2024.
  7. ↑ Infantry, Ashante (4 July 2013). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Archived from the original on 6 June 2024. Retrieved 6 June 2024.
  8. ↑ "Moroccanoil". Moroccanoil. Retrieved 24 May 2024 – via LinkedIn.
  9. ↑ "Moroccanoil Hair Products". Art + Science. Retrieved 2 June 2024.
  10. 1 2 Sandler, Emma (17 January 2020). "Moroccanoil opens styling and business school amid changing salon landscape". Glossy. Retrieved 1 October 2024.
  11. 1 2 3 4 5 Dudescu-Besner, Keren (30 January 2013). "The multi-million dollar bad hair day". The Jerusalem Post. Retrieved 25 May 2024.
  12. 1 2 3 4 5 6 Sieracki, Jill (29 August 2016). "Moroccanoil Cofounder Is A Force Of Nature". CBS News. Retrieved 1 October 2024.
  13. ↑ Daykin, Jerry (9 May 2024). "Are sponsors making the most of the Malmö Eurovision?". The Drum. Retrieved 13 May 2024.
  14. ↑ Bradbury, Sarah (20 March 2023). "Moroccanoil's cult Treatment loved by Margot Robbie has over 28,000 five-star reviews at Amazon!". Mirror Online. Retrieved 7 June 2024.
  15. 1 2 3 Infantry, Ashante (4 July 2013). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Retrieved 6 June 2024.
  16. 1 2 Boodhan, Veronica (16 October 2018). "A Chat with Moroccanoil Co-Founder, Carmen Tal". Salon Magazine. Retrieved 18 May 2024.
  17. ↑ Pérez, Gervasio (11 September 2018). "Carmen Tal, la mujer detrás del éxito de Moroccanoil". Mujerhoy (in European Spanish). Retrieved 4 June 2024.
  18. ↑ Burns, Emily (13 July 2021). "Moroccanoil Launches First Fragrance". Women's Wear Daily. Retrieved 15 September 2024.
  19. ↑ "Moroccanoil becomes Presenting Partner of Eurovision 2020". Eurovision (Press release). 14 August 2019. Archived from the original on 14 August 2019. Retrieved 25 April 2026.
  20. ↑ Carniel, Jess (13 May 2024). "Boycotts, protests, harassment: Eurovision's future is on the line after its most controversial year yet". The Conversation. Retrieved 28 April 2026.
  21. ↑ Ek, Torbjörn (13 August 2026). "Kontroversiella sponsorn lämnar Eurovision" [Controversial sponsor leaves Eurovision]. Aftonbladet (in Swedish). Retrieved 13 August 2026.
  22. ↑ Haskouri, Khouloud (10 May 2024). El Masaiti, Amira (ed.). "How Morocco's Argan fuels a $62 million Israeli business and became a scientific experiment". Hespress. Retrieved 24 May 2024.
  23. ↑ "Material Safety Data Sheet" (PDF). Moroccanoil. 23 February 2012. Archived from the original (PDF) on 17 June 2024. Retrieved 1 June 2024.
  24. ↑ "Where Are Moroccanoil Products Made?". Boutique Deauville. 18 November 2024. Retrieved 11 March 2026.
  25. ↑ "Moroccanoil U.S. privacy policy". Moroccanoil. July 2023. Retrieved 1 June 2024.
  26. 1 2 "Datenschutzrichtlinie" (PDF) (in German). Moroccanoil. 29 December 2020. Archived from the original (PDF) on 28 May 2024. Retrieved 1 June 2024.
  27. ↑ "MOROCCANOIL UK LIMITED overview". gov.uk. Government of the United Kingdom. Retrieved 2 June 2024.
  28. ↑ "Société MOROCCANOIL DE GMBH - SIREN 913 539 706". Annuaire des Entreprises (in French). Government of the French Republic. Retrieved 2 June 2024.
  29. ↑ Intner, Kate (29 September 2021). "This liquid-gold oil has been used by hair experts for years". Harpers Bazaar. Retrieved 28 February 2025.
  30. ↑ Shirk, Laura (20 May 2023). "Moroccanoil launches "Airy Moisture" campaign and enters the Chinese market". Global Retail Travel Magazine. Retrieved 28 February 2025.
  31. ↑ Masno, James (12 February 2025). "Moroccanoil Taps Adria Arjona to Front First Fragrance". Women's Wear Daily. Retrieved 25 February 2025.
  32. ↑ Greenwood, Emilie (7 January 2026). "Moroccanoil Expands Into Skincare". Beauty News Daily. Retrieved 25 February 2026.
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