A major new collaboration is making headlines in the beauty industry, as Moroccanoil joins forces with Ulta Beauty to bring its acclaimed products to retail shelves nationwide. Moroccanoil, the renowned argan oil haircare pioneer, has officially launched in Ulta Beauty stores nationwide, marking a major milestone in the brand’s journey to reach more beauty consumers while championing its professional salon heritage.
Historic Partnership Brings Luxury Haircare to More Consumers
Beginning August 24, 2025, Moroccanoil debuted its full collection of haircare, body care, and fine fragrance products across select Ulta Beauty locations and via Ulta.com. This expansion puts the global leader in argan oil-infused beauty products in front of millions of new customers through the nation’s largest beauty retailer.
This partnership goes beyond shelf space; it’s a unified move for innovation and the empowerment of professional stylists. Moroccanoil now connects directly with over 7,000 in-store stylists by offering education, in-store activations, and exclusive professional services at Ulta Beauty.
Executive Leadership Celebrates Strategic Expansion
Carmen Tal, Co-founder of Moroccanoil, shared: “Moroccanoil’s expansion into Ulta Beauty marks a powerful next step for the brand. Ulta Beauty shares our values of innovation, inclusivity, and deep commitment to the stylist community, so it was clear they would be a great partner for us. We’re excited to meet the Ulta Beauty guest and support Moroccanoil’s legacy of being a stylist-first brand by creating new opportunities to champion and inspire Ulta Beauty’s professional stylists,” said Tal.
Penny Coy, Senior Vice President of Merchandising at Ulta Beauty, remarked: “We are excited to welcome Moroccanoil to our growing prestige haircare assortment. As a brand renowned for pioneering the use of argan oil in haircare, Moroccanoil has set the standard for performance and luxury in not only the hair care category, but also expanding this high standard into body care and fine fragrance. Their commitment to high-quality ingredients, transformative results, and signature scent has built a loyal following and a true community, many of whom are already shopping our assortment,” said Coy.
Comprehensive Product Range Now Available
Moroccanoil’s complete line will appear in 800 Ulta Beauty stores and online nationwide. Hair and body care products are priced $20–$65, while fine fragrance and premium hair tools range from $105–$160.
Coy emphasized the perfect fit for Ulta’s loyal customer base: “Our guests are always looking for products that deliver both visible results and an elevated experience—and Moroccanoil’s mission to empower confidence through beautiful, healthy hair does just that. From their cult-favorite Moroccanoil Treatment to a full range of care and styling essentials, Moroccanoil brings something truly special to our shelves, and we’re confident this partnership will resonate with our beauty community and become a go-to favorite,” said Coy.
Brand Heritage Rooted in Professional Excellence
The Moroccanoil story began when co-founder Carmen Tal discovered argan oil’s transformative powers on damaged, dry hair, inspiring her to deliver these benefits to a global audience. The brand’s signature Moroccanoil Treatment, now the #1 haircare oil in the U.S., offers styling and conditioning for all hair types, scented with its instantly recognizable Mediterranean-inspired fragrance. The line has now grown to encompass hair, body, and professional products, all infused with nutrient-rich argan oil.
Commitment to Values and Community Impact
Moroccanoil stands out for its ethical and sustainable practices, being a cruelty-free brand certified by PETA, partnered with the Humane Society, while also supporting ocean conservation with Oceana. Its turquoise packaging and evocative scent show a sensorial experience rooted in Mediterranean traditions.
At its core, Moroccanoil remains inspired by the professional stylist community, crafting effective, easy-to-use products and demonstrating the transformative power of beauty in salons and at home.
