Moroccanoil celebrates 10 years of transforming tresses.
Most women can empathize with a bad hair salon appointment. It’s practically a rite of passage. However, few respond to one the way Moroccanoil (moroccanoil.com) co-founder Carmen Tal did. After a particularly rough color process, New York-based Tal went to a salon while traveling in Tel Aviv, where the stylist applied an argan oil-infused treatment to her hair. “I saw the results instantly,” she says. “At the time, oil infused hair products were still seen as unconventional in many parts of the world. I knew right away that this was something I wanted to share with women everywhere.” The hair-changing experience led Tal, along with her husband, to seek out a team to perfect a formula that would bring an argan oil-infused product to the masses.
The result was the signature Moroccanoil Treatment, which creates smoother tresses and better manageability. When it launched a decade ago, it instantly took the beauty industry by storm, creating a new category for oilinfused haircare. “After 10 years, the Moroccanoil Treatment is still a global phenomenon and a best-seller for us,” says Tal. “The key to its success is not only its blend of the highest-quality ingredients, but also its versatility—it can be used as a conditioning, styling and finishing tool that nourishes hair while also improving its condition.”
That initial product blossomed into an entire Moroccanoil range, including hair and body collections, all infused with antioxidant rich argan oil and incorporating the brand’s signature blue shade in the packaging. “In the early years, I was solely focused on building the brand itself,” says Tal. “We were lucky to have this remarkably successful product, and we didn’t have time to think of how small or large our brand would be. It’s been an incredible journey evolving into a complete lifestyle beauty brand.” According to Tal, Moroccanoil isn’t the only thing that has changed in the last 10 years; so has the industry as a whole. “In terms of product development and innovation, the biggest change I’ve seen is how oil-infused formulas have become such a trend in the beauty world,” she says. “But the beauty business has also changed significantly based on evolving consumer demands. Today, accessibility and convenience are more important than ever, and consumers are more informed when it comes to their beauty routines. When a product produces results, you hear about it immediately.”
To commemorate Moroccanoil’s 10-year milestone, the company has partnered with Swarovski on a limited-edition sparkling bottle. The iconic Moroccan Treatment gets a makeover via Swarovski crystals on the blue cap and dripping down the bottle. Each will be individually numbered and available on the brand’s website ($150) beginning in January. “It was only fitting that we turn to a partner like Swarovski that embodies heritage and luxury to honor our hero product,” says Tal.
The Swarovski collaboration isn’t the only news for Moroccanoil as of late. Earlier this year, Victoria’s Secret Angel Sara Sampaio was named beauty ambassador. “Sara’s effortless style, global influence and captivating beauty make her the ideal person for us to engage our community and invite new audiences to embrace our brand’s experience.” For Sampaio, who says Moroccanoil Treatment is “the one product” she can’t live without, it was an easy pairing. “I’ve been a fan of the brand for years,” she says. “I strive to use only the highest-quality products for my hair and skin, which is why Moroccanoil is the perfect fit for me. I love that they only use the finest ingredients from around the world in their products.” In addition to the classic Moroccanoil Treatment, Sampaio mentions a few other must-haves in her beauty routine: “For my body, I’m obsessed with the Moroccanoil pure argan oil,” she says. “I use it with my moisturizer, and I love the way it gives nutrients back to my skin. And Moroccanoil dry texture spray gives my hair an effortless, undone look with the perfect amount of texture.”
While the 10-year anniversary has seen Moroccanoil grow from a single product to an iconic name in the beauty industry, there is no telling where the brand could go in the next decade. “Ten years in the making has allowed us to build a strong foundation for a solid brand,” says Tal. “Our main goal is to continue our product innovation, bringing easy yet e ective products to facilitate haircare routines. I’m excited to see how the brand will continue to grow and evolve over the next decade.”
Photography by: PHOTOS COURTESY OF MOROCCANOIL