Moroccanoil
Moroccanoil is a private cosmetics company famous for argan oil hair care. It was founded in 2008 in Montreal by Carmen Tal and her former husband Ofer Tal, building on an earlier argan oil project started in 2003 by Israeli brothers Mike and Erik Sabag. Carmen Tal learned about the product in a Tel Aviv salon, and after a successful treatment in her own salon, her husband secured North American distribution. The couple then bought the company in 2008 and moved production to northern Israel. Today Moroccanoil is headquartered in New York City, with production facilities in Israel, Italy, and Canada.
The company sells argan oil-based products in more than 85 countries, mostly to beauty salons (roughly 85,000 salons as of 2020) but has been expanding direct-to-consumer sales in travel retail and duty-free shops. Moroccanoil broadened its range to body care in 2016 and fragrances in 2021, and opened a salon academy in Manhattan in 2020. It has attracted high-profile users and endorsements from celebrities and fashion houses.
Moroccanoil emphasizes cruelty-free and sustainable practices, aiming to reduce plastic use, prevent environmental contamination, and operate a solar-powered main production plant. The brand has faced criticism over the transparency of production locations and its branding, which emphasizes “Moroccan” imagery without direct ties to Morocco; some groups have called for boycotts.
In 2020 Moroccanoil became the main sponsor of the Eurovision Song Contest, with its hairstylists working backstage and the red carpet redesigned to a turquoise carpet to match the brand. The sponsorship and Israel’s participation in the event have been discussed in the context of regional tensions, but Moroccanoil’s involvement continued through 2024–2026. The company reported about US$750 million in revenue and around 826 employees as of 2025.
This page was last edited on 3 February 2026, at 00:52 (CET).