Moroccanoil is an Israeli 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. It is widely known for its title sponsorship of the Eurovision Song Contest starting in 2020, which was renewed in 2026. It is headquartered in New York City with production in Israel, Italy and Canada.
The companyâÂÂs first product was Moroccanoil Treatment, a hair product containing argan oil. Moroccanoil expanded its argan oil-based formula to include shampoo and conditioner, hair spray, and a unisex styling product called Texture Clay. The company sells a shampoo formulated for blonde hair called Blonde Perfecting Purple Shampoo. The company expanded into body care with the Moroccan Body collection, comprising moisturizers, exfoliating scrubs, and soap. The Airy Moisture product line was introduced in Asia in 2023, marketed as specially formulated for hair needs in the region. Its first fragrance, Fleur d'Oranger, was introduced in 2015 and LâÂÂOriginale in 2025.
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.
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. 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.
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 and fragrances in 2021. In addition, the company opened a salon academy for stylists in Manhattan in 2020. It has also notably been the primary sponsor of Eurovision Song Contest since 2020, a sponsorship that was renewed in 2026.
Moroccanoil sells its products in over 85 countries worldwide, mostly business-to-business to beauty salons (around 85,000 ); however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops. In addition, a number of celebrities (including Angelina Jolie, Brie Larson, Emily Blunt, Fergie, Iman, Jack Grealish, Jennifer Lopez, Jessica Biel, Jessica Simpson, Katy Perry, Lily Aldridge, Madonna and Margot Robbie) and fashion houses (including Badgley Mischka, Carolina Herrera and Roberto Cavalli) have been reported to use the company's products.
80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem", with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets. The company has production facilities in Israel, Italy and Canada, 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.
Moroccanoil publicly displays commitment to cruelty-free products and sustainability, with reduction of single-use plastic, prevention of soil contamination and groundwater pollution, partnerships with environmental and animal rights groups (including PETA, Oceana, Green Circle Salons, the Humane Society of the United States and the Sato Project), and its main production plant being solar-powered to prevent greenhouse gas emissions.