What Moroccanoil does

Moroccanoil is a privately held, New York-headquartered beauty company that pioneered the argan oil-infused haircare category. Founded in 2003 in Tel Aviv and acquired in 2008 by Carmen and Ofer Tal, the company operates with a lean corporate headcount (51-100 employees) while leveraging outsourced manufacturing across Israel, Italy, and North America. Its core technology centers on proprietary argan oil formulations and the branded ArganID technology used across haircare masks and treatments. The product portfolio spans five pillars: haircare (treatments, shampoos, conditioners, masks, styling, color depositing, scalp care), body care (lotions, butters, hand creams, shower gels, scrubs), fine fragrance (L'Originale, Lumière du Jour, hair and body mists), lip care (Lip Balm launched January 2026), and professional hair tools. Products are priced from $14 entry-level shampoos to $142 premium fragrances.

The business runs a hybrid go-to-market combining a foundational professional salon channel with mass-prestige retail expansion. The August 2025 Ulta Beauty launch across 800 stores (projected ~$90M first-year sales) marks a deliberate shift from salon-only into mass-prestige, while existing relationships with Sephora, Nordstrom, and global e-commerce (moroccanoil.com plus localized sites across 40+ countries) anchor the premium positioning. DTC is supported by a loyalty rewards program with free shipping. Marketing leverages Eurovision Song Contest title sponsorship (since 2020), stylist community engagement, and editorial coverage in Allure, Byrdie, and InStyle. The company has expanded from haircare into adjacent beauty categories through 2025-2026 product launches and partnerships including Olive Young in South Korea, Fade Masters of Miami in men's grooming, and Australian retailer Adore Beauty.

Name

Moroccanoil

Legal name

Moroccanoil

Website

https://moroccanoil.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Moroccanoil is a privately held, New York-headquartered beauty brand pioneering argan oil-infused haircare, body care, fine fragrance, lip care, and professional tools distributed globally across 40+ countries via salons, Ulta Beauty, Sephora, Nordstrom, and DTC.

Ownership category

akta.pro rank

Product category

Haircare and Beauty Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Argan oil haircare
• Professional hair treatments
• Salon beauty products
• Body care cosmetics
• Fine fragrance line

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Haircare Products: Primary revenue stream from argan oil-infused haircare including shampoos, conditioners, treatments, styling products, masks, and heat protectants sold through professional salons, retail partners, and direct-to-consumer channels
2. Body Care Products: Expansion into body care category including body butters, lotions, hand creams, shower gels, and exfoliation products leveraging the brand's argan oil heritage
3. Fine Fragrance: Eau de parfum line including L'Originale and Lumière du Jour, plus hair and body fragrance mists. Launched in February 2024 with L'Originale selling out on Sephora.com in under 24 hours
4. Lip Care: Entry into lip care category with Moroccanoil Lip Balm launched January 2026, featuring argan oil, argan butter, peptides, and hyaluronic acid in three variants
5. Hair Tools: Professional-grade styling tools including blow-dryer brushes, ceramic round brushes, flat irons, curling irons, and combs

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Moroccanoil manufactures and sells argan oil-infused beauty products across haircare (treatments, shampoos, conditioners, masks, styling, scalp care), body care (lotions, butters, scrubs, hand cream, shower gel), lip care (lip balms), fine fragrance (Eau de Parfums and body mists), and professional hair tools (blow-dryer brushes, flat irons, curling irons). The company's signature product, Moroccanoil Treatment Original, pioneered the oil-infused haircare category and anchors a portfolio sold through professional salons, major retail partners, and direct-to-consumer e-commerce globally.

Product overview

Moroccanoil is a global leader in argan oil-infused beauty, offering a comprehensive portfolio spanning haircare, body care, lip care, and fine fragrances. The flagship product is the iconic Moroccanoil Treatment Original, which pioneered the oil-infused hair care category. The product lineup includes: hair treatments (Original, Light, Mist, Purple for color care); shampoos and conditioners organized by concern (Hydration, Moisture Repair, Extra Volume, Frizz Control, Color Care, Scalp Balance, Curl Enhancement, Clarifying); deep conditioning masks (Intense Hydrating, Weightless Hydrating, Restorative, High Shine Gloss, Overnight Leave-in); color depositing masks in multiple shades; styling products (heat protectants, hairsprays, curl creams, volumizing mousses, texturizing products); dry shampoos for light and dark tones; a complete scalp care collection (tonics, treatments, scrub); professional hair tools (heated brushes, flat irons, curling irons); body care (lotions, butters, oils, scrubs, hand care, shower gel); lip balms in three variants; and fine fragrances including L'Originale and Lumière du Jour Eau de Parfum. Products are organized into collections addressing specific hair concerns (Repair, Hydration, Volume, Frizz Control, Color Care, Scalp, Curl, Texture) and targeted to different hair types (Fine, Medium, Wavy & Curly, Thick & Coarse).

Differentiator

Problem solved

Functional benefit

Products and services

• Moroccanoil Treatment Original The signature argan oil-infused hair treatment that pioneered the oil-infused hair care category, offering conditioning and styling benefits to leave hair soft, smooth, and full of shine. Available for consumers and professional stylists.
• Moroccanoil Treatment Light Lightweight argan oil treatment ideal for fine or light-colored hair, providing nourishment without weighing hair down.
• Moroccanoil Treatment Mist Spray version of the signature argan oil treatment combining dry shampoo and serum benefits for quick styling and nourishment between washes.
• Moroccanoil Treatment Purple Purple-toned argan oil treatment designed for blonde, silver, or lightened hair to neutralize brassiness while providing nourishment.
• Hydrating Shampoo & Conditioner Sulfate-free shampoo and conditioner duo infused with argan oil for deep hydration of normal to dry hair types.
• Moisture Repair Shampoo & Conditioner Restorative shampoo and conditioner formulated to repair damaged or weakened hair using argan oil and nourishing ingredients.
• Extra Volume Shampoo & Conditioner Volumizing shampoo and conditioner designed to boost fullness and enhance body for fine, flat hair without weighing it down.
• Frizz Control Shampoo & Conditioner Anti-frizz shampoo and conditioner collection powered by argan oil to smooth hair cuticles and provide lasting frizz control.
• Color Care Shampoo & Conditioner Color-protecting shampoo and conditioner formulated to maintain vibrant hair color and prevent fading.
• Scalp Balancing Shampoo & Conditioner Scalp care shampoo and conditioner with botanicals to address scalp concerns like dryness, oiliness, and irritation while maintaining balance.
• Curl Enhancing Shampoo & Conditioner Curl-defining shampoo and conditioner duo that leaves curly hair conditioned, frizz-free, and well-defined.
• Clarifying Shampoo Deep-cleansing shampoo that removes buildup and impurities while maintaining hair health.
• Intense Hydrating Mask Deep conditioning mask with rich, creamy formula providing intense hydration to restore moisture and softness for dry or damaged hair.
• Weightless Hydrating Mask Lightweight hydrating mask that provides moisture without weighing down fine or thin hair types.
• Restorative Hair Mask Protein-based deep conditioning mask for rebuilding strength in weak and brittle hair damaged from coloring or heat.
• High Shine Gloss Mask Mask designed to add luminous shine to hair while providing conditioning benefits.
• Color Depositing Masks Temporary color-depositing deep conditioning masks available in shades including Cocoa, Bordeaux, Copper, Coral, Platinum, and Rose Gold for at-home color maintenance.
• Dry Shampoo (Light & Dark Tones) Award-winning dry shampoo available in formulas for light and dark hair tones that absorbs oil, buildup, and odor for instant refresh.
• Luminous Hairspray (Medium, Strong, Extra Strong) Hairspray collection offering customizable hold levels that fight frizz and humidity, brush out easily, and boost shine.
• Perfect Defense Heat Protectant Heat protectant spray that shields hair from heat damage up to 450°F during styling.
• Scalp Treatments Collection Scalp care collection including Revitalizing Scalp Tonic, Dry Scalp Treatment, and Oily Scalp Treatment powered by botanicals and skincare ingredients.
• Purifying Pre-Wash Scalp Scrub Scalp exfoliator that gently removes buildup and impurities before shampooing.
• Moroccanoil Lip Balm Lip care products infused with argan oil and argan butter, available in three Mediterranean-inspired flavors: Moroccan Mint Tea, Berry Pomegranate, and Vanilla Date. Priced at $22 each.
• Lumière du Jour Eau de Parfum Second fine fragrance from Moroccanoil, inspired by Mediterranean mornings, featuring notes of rock salt, fig leaf, jasmine, tuberose, white amber, and blonde woods. Priced at $105 for 60ml.
• L'Originale Eau de Parfum Moroccanoil's debut fine fragrance featuring warm, exotic, sensuous notes with sweet florals, velvet woods, and spicy amber. Sold out on Sephora.com within 24 hours of launch.
• Hair & Body Fragrance Mist Multi-use fragrance mists for hair and body, available in Ambiance de Plage (beach-inspired), Dahlia Rouge, Fragrance Originale, and other scents.
• Body Care Collection Body care line including Body Butter, Body Lotions in multiple scents, Body Polishing Scrub, Body Soufflé, Dry Body Oil, Hand Cream, and Shower Gel, all infused with argan oil.
• Hair Tools Professional-grade styling tools including 4-in-1 Blow-Dryer Brush, Ceramic Round Brushes in multiple sizes, Smooth Style Ceramic Heated Brush, Perfectly Polished Titanium Flat Iron, and Everlasting Curl Titanium Curling Iron.

Quantifiable outcome

• L'Originale fragrance sold out on Sephora.com in under 24 hours
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• AmazonminorChannel Partner/ Reseller/ Distributor · 12 August 2026Global e-commerce platform offering Moroccanoil products with promotional discounts up to 51% alongside other premium haircare brands like La Roche-Posay, CeraVe, and Kevin.Murphy.
• Adore BeautyminorChannel Partner/ Reseller/ Distributor · 12 August 2026Australian retailer partner featuring Moroccanoil products with high customer ratings and promotional discounts up to 51% as part of Father's Day campaign.
• Olive YoungcoreChannel Partner/ Reseller/ Distributor · 4 August 2026South Korean retail partnership featuring Moroccanoil's 'Iconic Shine' limited edition set as the August 'Olive Young Pick' feature. Set includes 50ml and 15ml sizes of bestselling hair treatment with premium argan oil. Plans to continue collaborating on seasonal product bundles tailored to customer demand.
• Fade Masters of MiamiminorStrategic or Co-development Partner · 20 December 2025Men's grooming partnership where Fade Masters of Miami partnered with Moroccanoil to provide professional-grade products and supplies supporting their express facial and modern wellness hub services for men.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 24 August 2025Major retail expansion partnership launching Moroccanoil's full assortment across 800 Ulta Beauty stores nationwide and online. Covers haircare, body care, and fine fragrance products priced $20-$160. Aimed at broadening consumer reach while preserving stylist-first brand heritage through Ulta's 7,000+ stylists. Projected to generate ~$90M in first-year retail sales with expansion to 600 additional doors planned for 2026.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• L'Oréal Professional Products Division: L'Oréal's Professional Products Division houses Kérastase, Redken, Pureology, and L'Oréal Professionnel, giving it massive scale advantages in salon distribution, R&D, and marketing spend relative to Moroccanoil. The dominant broad incumbent in the same category.

Direct peers

• Redken: Redken, also under L'Oréal, is a professional salon haircare brand identified alongside Moroccanoil and Olaplex as a top-3 player in professional smoothing hair oils. Direct overlap in stylist-endorsed haircare products.
• Living Proof: Living Proof is a prestige haircare brand using biotech formulations, sold through salons and Sephora/Ulta. Comparable as a premium, science-positioned haircare brand with overlapping retail distribution.
• Oribe: Oribe is a luxury salon haircare brand with a similar premium positioning, professional heritage, and expansion into broader beauty and fragrance categories. Comparable brand-pricing strategy and salon-first GTM.
• Pureology: Pureology is L'Oréal's professional color-care haircare brand, focusing on vegan, sulfate-free formulations distributed through salons and prestige retail. Direct overlap with Moroccanoil's color-care and clean beauty segments.
• Olaplex: Olaplex is a direct competitor in the prestige professional haircare category, best known for its bond-repair technology and salon-channel heritage. Competes with Moroccanoil for the same stylist endorsement and prestige retail shelf space.
• Kérastase: Kérastase is L'Oréal's luxury professional hair care brand and a foundational salon-channel peer to Moroccanoil. Both target stylists with premium formulations and have expanded into mass-prestige retail channels globally.

Emerging players

• Rahua: Rahua is a luxury natural hair care brand built on a single hero botanical ingredient (rahua oil) sourced from the Amazon — a structural analog to Moroccanoil's argan-oil heritage, though at a smaller scale and focused on prestige clean beauty.
• dpHUE: dpHUE is a prestige color-care haircare brand overlapping with Moroccanoil's color-care and color-depositing mask lines. Distributed through Ulta and Sephora, directly competing in the same retail channels.
• Briogeo: Briogeo is a clean-beauty haircare brand sold through Sephora and Ulta with a natural-ingredient positioning that partially overlaps with Moroccanoil's argan-oil heritage, though at a lower price point and without the professional salon channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Moroccanoil

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moroccanoil