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] Since 2020, Moroccanoil has been the title sponsor of the Eurovision Song Contest; the partnership has been criticized due to Moroccanoil's ties to Israel.[8][9][10]
| |
| Moroccanoil | |
Company 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.[11]
During a trip to Israel in 2006, Montreal salon owner Carmen Tal learned about argan oil.[12][5] Her husband Ofer Tal contacted the Sabag brothers and acquired distribution rights in North America.[13][12][11] 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.[14][13] They named the company Moroccanoil.[11]
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[15] and fragrances in 2021.[16] In addition, the company opened a salon academy for stylists in Manhattan in 2020.[17]
Moroccanoil sells its products in over 85 countries worldwide,[18][19] mostly business-to-business to beauty salons (around 85,000 as of January 2020[update]);[17] however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops.[13][15][20] In addition, a number of celebrities and fashion houses have been reported to use the company's products.[5][13][21]
Since 2020, Moroccanoil has been the "presenting partner" of the Eurovision Song Contest.[22][23][24] Moroccanoil's ties to Israel have led to criticism of the European Broadcasting Union; the partnership was renewed for the 2026 contest.[25][26]
Operations
As of January 2013,[update] 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem",[5][13][27] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets.[28] The company has production facilities in Israel, Italy and Canada,[29][6] as well as offices in Montreal (where it has its legal department in Mount Royal),[30] Rishon LeZion (where it is legally registered),[31] Edgware,[32] Frankfurt,[33] 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.[31]
Moroccanoil states that it is cruelty-free, having been certified by PETA's "Beauty Without Bunnies" anti–animal testing program in 2022.[6][34] The company has partnered with the Humane Society of the United States since 2011, and received its Corporate Consciousness Award in 2017.[35] Moroccanoil has described sustainability as a core commitment of the company.[36][37] Some Moroccanoil products come in sustainable packaging, such as glass bottles and post-consumer recycled paper.[38][39] Its main factory in Israel is solar-powered.[6]
Products
The company’s first product was Moroccanoil Treatment, a hair product containing argan oil.[15] Moroccanoil expanded its argan oil-based formula to include shampoo and conditioner, hair spray, and styling products.[15][40] The company expanded into body care with the Moroccan Body collection, comprising moisturizers, exfoliating scrubs, and soap.[15] The Airy Moisture product line was introduced in Asia in 2023, marketed as specially formulated for hair needs in the region.[41] Its first fragrance, Fleur d'Oranger, was introduced in 2015[15] and L’Originale in 2025.[42]
