Moroccanoil Israel, Ltd.
Trade name
Moroccanoil
Company type
Private
Industry Cosmetics
Founded 2003 (23 years ago) (2003) in Tel Aviv, Israel
Headquarters 57th St., Manhattan,
New York City
,
U.S.
Area served
Worldwide
Key people
  • David Cohen (executive chairman)
  • Jay Elarar (CEO)
Products Argan oil-based hair care products
Revenue US$≈750 million[1] (May 2025)
Number of employees
≈826[2] (May 2025)
Website www.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

  • Controversies of the Eurovision Song Contest § Israeli participation
  • Israel in the Eurovision Song Contest 2024 § Calls for exclusion
  • Israel in the Eurovision Song Contest 2025 § Calls for exclusion

References

  1. ^ "Moroccanoil Company Overview, Contact Details & Competitors". LeadIQ. Retrieved 16 May 2025.
  2. ^ "Moroccanoil Employee Directory, Headcount & Staff". LeadIQ. Retrieved 24 May 2025.
  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. ^ a b c d e f g Strauss, Alix (25 February 2013). "Moroccanoil Magic". NUVO. Retrieved 23 May 2024.
  6. ^ a b c d Ireland, Kapila (2 June 2023). "Moroccanoil set to expand in China and Middle Eastern markets". DFNI. Retrieved 25 May 2024.
  7. ^ Infantry, Ashante (4 July 2013). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Archived from the original on 6 June 2024. Retrieved 6 June 2024.
  8. ^ "Slovenia boycotting Eurovision after Israel allowed to compete". The Slovenia Times. 5 December 2025. Retrieved 22 April 2026.
  9. ^ Álvarez, Eduardo (20 August 2025). "Vienna will host the 70th edition of the Eurovision Song Contest, a celebration that Israel's participation threatens to overshadow". ELMUNDOAMERICA. Retrieved 23 April 2026.
  10. ^ Tan, Hannah (24 September 2019). "Moroccanoil takes centre-stage at Eurovision Song Contest". Moodie Davitt Report. Retrieved 20 March 2026.
  11. ^ a b c Infantry, Ashante (4 July 2013). "Moroccanoil founders back with Saryna Key hair care line". Toronto Star. Retrieved 6 June 2024.
  12. ^ a b Boodhan, Veronica (16 October 2018). "A Chat with Moroccanoil Co-Founder, Carmen Tal". Salon Magazine. Retrieved 18 May 2024.
  13. ^ a b c d e Dudescu-Besner, Keren (30 January 2013). "The multi-million dollar bad hair day". The Jerusalem Post. Retrieved 25 May 2024.
  14. ^ Pérez, Gervasio (11 September 2018). "Carmen Tal, la mujer detrás del éxito de Moroccanoil". Mujerhoy (in European Spanish). Retrieved 4 June 2024.
  15. ^ a b c d e f 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. ^ a b Sandler, Emma (17 January 2020). "Moroccanoil opens styling and business school amid changing salon landscape". Glossy. Retrieved 1 October 2024.
  18. ^ "Moroccanoil". Moroccanoil. Retrieved 24 May 2024 – via LinkedIn.
  19. ^ "Moroccanoil Hair Products". Art + Science. Retrieved 2 June 2024.
  20. ^ Daykin, Jerry (9 May 2024). "Are sponsors making the most of the Malmö Eurovision?". The Drum. Retrieved 13 May 2024.
  21. ^ Bradbury, Sarah (20 March 2023). "Moroccanoil's cult Treatment loved by Margot Robbie has over 28,000 five-star reviews at Amazon!". Mirror Online. Retrieved 7 June 2024.
  22. ^ "Moroccanoil becomes Presenting Partner of Eurovision 2020". Eurovision (Press release). 14 August 2019. Archived from the original on 14 August 2019. Retrieved 25 April 2026.
  23. ^ Østbø, Stein (31 May 2024). "Eurovision: Moroccanoil fortsetter som hovedsponsor". VG (in Norwegian). Retrieved 25 April 2026.
  24. ^ PerryCook, Taija (9 May 2024). "Palestinian Flag Banned at Eurovision Song Contest?". Snopes. Retrieved 28 April 2026.
  25. ^ Stolero, Nathan (22 August 2025). "Will Israel participate in Eurovision 2026?". JNS.org - Jewish News Syndicate. Retrieved 20 March 2026.
  26. ^ Carniel, Jess (13 May 2024). "Boycotts, protests, harassment: Eurovision's future is on the line after its most controversial year yet". The Conversation. Retrieved 28 April 2026.
  27. ^ Haskouri, Khouloud (10 May 2024). El Masaiti, Amira (ed.). "How Morocco's Argan fuels a $62 million Israeli business and became a scientific experiment". Hespress. Retrieved 24 May 2024.
  28. ^ "Material Safety Data Sheet" (PDF). Moroccanoil. 23 February 2012. Archived from the original (PDF) on 17 June 2024. Retrieved 1 June 2024.
  29. ^ "Where Are Moroccanoil Products Made?". Boutique Deauville. 18 November 2024. Retrieved 11 March 2026.
  30. ^ "Moroccanoil U.S. privacy policy". Moroccanoil. July 2023. Retrieved 1 June 2024.
  31. ^ a b "Datenschutzrichtlinie" (PDF) (in German). Moroccanoil. 29 December 2020. Archived from the original (PDF) 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". Annuaire des Entreprises (in French). Government of the French Republic. Retrieved 2 June 2024.
  34. ^ "Our Stance On Animal Testing". Moroccanoil (Press release). 20 April 2022. Retrieved 2 June 2024.
  35. ^ "Our Community". Moroccanoil. Retrieved 26 April 2026.
  36. ^ Moroccanoil (11 October 2017). "Moroccanoil Announces Appointment Of New CEO, JuE Wong". PR Newswire (Press release). Retrieved 26 April 2026.
  37. ^ "Sustainability". Moroccanoil. Retrieved 26 April 2026.
  38. ^ Sandler, Emma (23 September 2019). "How Moroccanoil is figuring out sustainability with the help of students". Glossy. Retrieved 26 April 2026.
  39. ^ Moroccanoil (8 June 2021). "Moroccanoil® Announces Partnership with Oceana". PR Newswire (Press release). Retrieved 26 April 2026.
  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.