Moroccanoil
Israeli cosmetics company
From Wikipedia, the free encyclopedia
Moroccanoil is an Israeli[disputed – discuss][3][4][5][6][7] cosmetics company specializing in hair care products containing argan oil. The company was founded in 2008 in Montreal by Chilean-Canadian Carmen Tal and her Israeli then-husband Ofer Tal.[8][9][10] The company is headquartered in New York City[11][12][13] with production in Israel, Italy and Canada.[14][15]
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| Moroccanoil | |
Company type | Private |
| Industry | Cosmetics |
| Founded | 2008 in Montreal, Quebec, Canada |
| Founders |
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| Headquarters | 57th St., Manhattan, New York City , U.S. |
Area served | Worldwide |
Key people |
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| 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
The original business at the basis of Moroccanoil was started by Israeli brothers Mike and Erik Sabag in 2003, when Mike, a hairdresser, experimented with the protective properties of argan oil, which was brought to them by their mother after a trip to her native Morocco. The two began selling the product to hair salons in the Tel Aviv area.[16]
Carmen Tal recounts having discovered the product when receiving a treatment in a salon in Tel Aviv, where she had travelled to attend her sister-in-law's wedding; Tal, whose hair had been damaged by an aggressive dye in her own salon in Montreal, observed a quick recovery following the repairing treatment. Her husband Ofer Tal contacted the manufacturer of the product and acquired distribution rights in North America.[11][8][9][17][18] After the treatment proved commercially successful in America, the couple purchased the company in 2008 and moved production to a new plant in northern Israel.[9][17]
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[19] and fragrances in 2021.[20] In addition, the company opened a salon academy for stylists in Manhattan in 2020.[21]
Moroccanoil sells its products in over 85 countries worldwide,[22][23] mostly business-to-business to beauty salons (around 85,000 as of January 2020[update]);[21] however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops.[17][24][25] In addition, a number of celebrities and fashion houses have been reported to use the company's products.[11][17][26]
Since 2020, Moroccanoil has been the "presenting partner" of the Eurovision Song Contest.[27][28][29] Moroccanoil's ties to Israel have led to criticism of the European Broadcasting Union; the partnership was renewed for the 2026 contest.[30][31]
Operations
As of January 2013,[update] 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem",[11][17][32] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets.[33] The company has production facilities in Israel, Italy and Canada,[14][15] as well as offices in Montreal (where it has its legal department in Mount Royal), Rishon LeZion (where it is legally registered), Edgware, Frankfurt, Tokyo and formerly São Paulo.[34][11][12][35][36][37][38]
Moroccanoil states that it is cruelty-free, having been certified by PETA's "Beauty Without Bunnies" anti–animal testing program in 2022.[15][39] The company has partnered with the Humane Society of the United States since 2011, and received its Corporate Consciousness Award in 2017.[40] Moroccanoil has described sustainability as a core commitment of the company.[41][42] Some Moroccanoil products come in sustainable packaging, such as glass bottles and post-consumer recycled paper.[43][44] Its main factory in Israel is solar-powered.[15]
Products
The company’s first product was Moroccanoil Treatment, a hair product containing argan oil.[45] Moroccanoil expanded its argan oil-based formula to include shampoo and conditioner, hair spray, and styling products.[45][46] The company expanded into body care with the Moroccan Body collection, comprising moisturizers, exfoliating scrubs, and soap.[45] The Airy Moisture product line was introduced in Asia in 2023, marketed as specially formulated for hair needs in the region.[47] Its first fragrance, Fleur d'Oranger, was introduced in 2015[45] and L’Originale in 2025.[48]
