Moroccanoil
Israeli cosmetics company
From Wikipedia, the free encyclopedia
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 | |
| Type | Private |
| Industry | Cosmetics |
| Founded | 2003 in Tel Aviv, Israel |
| Headquarters | 57th St., Manhattan, New York City , U.S. |
Area served | Worldwide |
Key people |
|
| Products | Argan oil-based hair care products |
| Revenue | US$≈750 million[1] (May 2025[update]) |
Number of employees | ≈826[2] (May 2025[update]) |
| Website | www |
History
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.[8]
During a trip to Israel in 2006, Montreal salon owner Carmen Tal learned about argan oil.[9][5] Her husband Ofer Tal contacted the Sabag brothers and acquired distribution rights in North America.[10][9][8] 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.[11][10] They named the company Moroccanoil.[8]
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.[13] In addition, the company opened a salon academy for stylists in Manhattan in 2020.[14]
Moroccanoil sells its products in over 85 countries worldwide,[15][16] mostly business-to-business to beauty salons (around 85,000 as of January 2020[update]);[14] however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops.[10][12][17] In 2025, Moroccanoil began selling its products in Ulta Beauty stores in the United States.[18] In addition, a number of celebrities and fashion houses have been reported to use the company's products.[5][10][19]
From 2020 to 2026, Moroccanoil was the chief sponsor of the Eurovision Song Contest.[20][21][22]
Operations
As of January 2013,[update] 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem",[5][10][23] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets.[24] The company has production facilities in Israel, Italy and Canada,[25][6] as well as offices in Montreal (where it has its legal department in Mount Royal),[26] Rishon LeZion (where it is legally registered),[27] Edgware,[28] Frankfurt,[29] 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.[27]
Moroccanoil states that it is cruelty-free, having been certified by PETA's "Beauty Without Bunnies" anti–animal testing program in 2022.[6][30] The company has partnered with the Humane Society of the United States since 2011, and received its Corporate Consciousness Award in 2017.[31] Moroccanoil has described sustainability as a core commitment of the company.[32][33] Some Moroccanoil products come in sustainable packaging, such as glass bottles and post-consumer recycled paper.[34][35] Its main factory in Israel is solar-powered.[6]
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][36] 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.[37] Its first fragrance, Fleur d'Oranger, was introduced in 2015[12] and L'Originale in 2025.[38] Moroccanoil began selling an argan oil lip balm in 2026.[39]
