Moroccanoil Israel, Ltd.
Private
Trade nameMoroccanoil
IndustryCosmetics
Founded2003 (age 23) in Tel Aviv, Israel
Hq location57th St., Manhattan
Hq location cityNew York City
Hq location countryU.S.
Area servedWorldwide
Key people
ProductsArgan oil-based hair care products
Revenue (As of May 2025)US$≈750 million[1]
Num employees (As of May 2025)≈826[2]
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] 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]

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);[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 , 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]

See also

References

  1. ^ "Moroccanoil Company Overview, Contact Details & Competitors". LeadIQ. Retrieved 2025-05-16.
  2. ^ "Moroccanoil Employee Directory, Headcount & Staff". LeadIQ. Retrieved 2025-05-24.
  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. ^ Strauss, Alix (2013-02-25). "Moroccanoil Magic". NUVO. Retrieved 2024-05-23.
  6. ^ Ireland, Kapila (2023-06-02). "Moroccanoil set to expand in China and Middle Eastern markets". DFNI. Retrieved 2024-05-25.
  7. ^ Infantry, Ashante (2013-07-04). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Archived 2024-06-06 at the Wayback Machine. Retrieved 2024-06-06.
  8. ^ "Slovenia boycotting Eurovision after Israel allowed to compete". The Slovenia Times. 5 Dec 2025. Retrieved 22 Apr 2026.
  9. ^ Álvarez, Eduardo (2025-08-20). "Vienna will host the 70th edition of the Eurovision Song Contest, a celebration that Israel's participation threatens to overshadow". ELMUNDOAMERICA. Retrieved 2026-04-23.
  10. ^ Tan, Hannah (2019-09-24). "Moroccanoil takes centre-stage at Eurovision Song Contest". Moodie Davitt Report. Retrieved 2026-03-20.
  11. ^ Infantry, Ashante (2013-07-04). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Retrieved 2024-06-06.
  12. ^ Boodhan, Veronica (2018-10-16). "A Chat with Moroccanoil Co-Founder, Carmen Tal". Salon Magazine. Retrieved 2024-05-18.
  13. ^ Dudescu-Besner, Keren (2013-01-30). "The multi-million dollar bad hair day". The Jerusalem Post. Retrieved 2024-05-25.
  14. ^ Pérez, Gervasio (2018-09-11). "Carmen Tal, la mujer detrás del éxito de Moroccanoil" (in es-ES). Mujerhoy. Retrieved 2024-06-04.
  15. ^ Sieracki, Jill (29 August 2016). "Moroccanoil Cofounder Is A Force Of Nature". CBS News. Retrieved 1 October 2024.
  16. ^ Burns, Emily (13 July 2021). "Moroccanoil Launches First Fragrance". Women's Wear Daily. Retrieved 15 September 2024.
  17. ^ Sandler, Emma (17 January 2020). "Moroccanoil opens styling and business school amid changing salon landscape". Glossy. Retrieved 1 October 2024.
  18. ^ "Moroccanoil". Moroccanoil. Retrieved 2024-05-24. – via LinkedIn
  19. ^ "Moroccanoil Hair Products". Art + Science. Retrieved 2 June 2024.
  20. ^ Daykin, Jerry (2024-05-09). "Are sponsors making the most of the Malmö Eurovision?". The Drum. Retrieved 2024-05-13.
  21. ^ Bradbury, Sarah (2023-03-20). "Moroccanoil's cult Treatment loved by Margot Robbie has over 28,000 five-star reviews at Amazon!". Mirror Online. Retrieved 2024-06-07.
  22. ^ "Moroccanoil becomes Presenting Partner of Eurovision 2020". Eurovision. 2019-08-14. Archived 2019-08-14 at the Wayback Machine. Retrieved 2026-04-25.
  23. ^ Østbø, Stein (2024-05-31). "Eurovision: Moroccanoil fortsetter som hovedsponsor" (in Norwegian). VG. Retrieved 2026-04-25.
  24. ^ PerryCook, Taija (2024-05-09). "Palestinian Flag Banned at Eurovision Song Contest?". Snopes. Retrieved 2026-04-28.
  25. ^ Stolero, Nathan (2025-08-22). "Will Israel participate in Eurovision 2026?". JNS.org - Jewish News Syndicate. Retrieved 2026-03-20.
  26. ^ Carniel, Jess (2024-05-13). "Boycotts, protests, harassment: Eurovision’s future is on the line after its most controversial year yet". The Conversation. Retrieved 2026-04-28.
  27. ^ Haskouri, Khouloud (2024-05-10). "How Morocco's Argan fuels a $62 million Israeli business and became a scientific experiment". Hespress. El Masaiti, Amira (ed.). Retrieved 2024-05-24.
  28. ^ "Material Safety Data Sheet". Moroccanoil. 23 February 2012. Archived from the original on 17 June 2024. Retrieved 1 June 2024.
  29. ^ "Where Are Moroccanoil Products Made?". Boutique Deauville. 2024-11-18. Retrieved 2026-03-11.
  30. ^ "Moroccanoil U.S. privacy policy". Moroccanoil. July 2023. Retrieved 1 June 2024.
  31. ^ "Datenschutzrichtlinie" (in German). Moroccanoil. 29 December 2020. Archived from the original on 28 May 2024. Retrieved 1 June 2024.
  32. ^ "MOROCCANOIL UK LIMITED overview". gov.uk. Government of the United Kingdom. Retrieved 2 June 2024.
  33. ^ "Société MOROCCANOIL DE GMBH - SIREN 913 539 706" (in fr-FR). Annuaire des Entreprises. Government of the French Republic. Retrieved 2 June 2024.
  34. ^ "Our Stance On Animal Testing". Moroccanoil. 20 April 2022. Retrieved 2 June 2024.
  35. ^ "Our Community". Moroccanoil. Retrieved 2026-04-26.
  36. ^ Moroccanoil (2017-10-11). "Moroccanoil Announces Appointment Of New CEO, JuE Wong". PR Newswire. Retrieved 2026-04-26.
  37. ^ "Sustainability". Moroccanoil. Retrieved 2026-04-26.
  38. ^ Sandler, Emma (2019-09-23). "How Moroccanoil is figuring out sustainability with the help of students". Glossy. Retrieved 2026-04-26.
  39. ^ Moroccanoil (2021-06-08). "Moroccanoil® Announces Partnership with Oceana". PR Newswire. Retrieved 2026-04-26.
  40. ^ Intner, Kate (29 September 2021). "This liquid-gold oil has been used by hair experts for years.". Harpers Bazaar. Retrieved 28 February 2025.
  41. ^ Shirk, Laura (20 May 2023). "Moroccanoil launches "Airy Moisture" campaign and enters the Chinese market". Global Retail Travel Magazine. Retrieved 28 February 2025.
  42. ^ Masno, James (12 February 2025). "Moroccanoil Taps Adria Arjona to Front First Fragrance". Women's Wear Daily. Retrieved 25 February 2025.