Moroccanoil is an Israeli cosmetics company headquartered in New York City, recognized as a pioneer in argan oil-infused luxury hair and body care products. Founded officially in 2007, the brand rose to global prominence through its flagship Moroccanoil Treatment, which remains a bestseller and is credited with revolutionizing the beauty industry by popularizing argan oil. Today, Moroccanoil sells its products in over 85 countries through a vast network of roughly 85,000 professional salons and direct-to-consumer channels. Company Background and Leadership Founding Origins: The brand's foundation was laid in 2003 by Israeli brothers Mike and Erik Sabag, who began selling argan oil to Tel Aviv salons. Co-founder Carmen Tal discovered the treatment while visiting Israel; after it repaired her severely damaged hair, she and her then-husband Ofer Tal acquired North American distribution rights and eventually purchased the company in 2008. Ownership and Location: Moroccanoil is a privately held company owned by Moroccanoil Israel, Ltd.. While headquartered in Manhattan, its main production plant is located in northern Israel (Ma'alot-Tarshiha), with additional facilities in Italy and Canada. Key Executives: The leadership team includes Jay Elarar as CEO, David Cohen as Executive Chairman, and Carmen Tal as Co-Founder. Scale: As of mid-2024, the company employs approximately 570 to 653 people and generates an estimated annual revenue of $378.6 million. Core Product Offerings Every Moroccanoil product is infused with antioxidant-rich argan oil, which contains essential fatty acids, vitamins, and Vitamin E. Hair Care: A comprehensive line including shampoos, conditioners, masks, and styling tools for various hair needs: hydration, repair, volume, curl definition, and smoothing. Signature Treatment: Available in "Original" (for medium-to-thick hair), "Light" (for fine or light-colored hair), and "Purple" (to combat brassiness). Body and Fragrance: Since 2016, the brand has expanded into body care—including dry oils, lotions, and exfoliators—and launched its first eau de parfum, L'Originale, in 2021. Olfactory Signature: The brand is well-known for its distinctive Mediterranean-inspired fragrance featuring notes of amber and musk. Sustainability and Corporate Values Moroccanoil emphasizes a commitment to ethical practices and environmental responsibility: Ethical Standards: The company is publicly committed to being cruelty-free, ensuring no animal testing on finished products or ingredients. Sustainability Initiatives: Efforts include reducing single-use plastics, using solar power at its main production plant, and preventing groundwater pollution. Philanthropy: The brand supports various organizations, including Oceana (ocean conservation), The Humane Society (animal welfare), and The Sato Project (dog rescue). Professional Support: In 2020, the company opened a salon academy in Manhattan to provide advanced education and training for professional stylists.