Expanding Horizons: Argan Oil Luxury Reaches More Beauty Enthusiasts in the U.S.
Expanding Horizons: Argan Oil Luxury Reaches More Beauty Enthusiasts in the U.S.
Moroccanoil, the world-renowned brand known for revolutionizing the hair and body care world with its argan oil–infused beauty products, is taking a significant step in expanding its U.S. presence. On August 24, the brand officially entered the Ulta Beauty family, both in-store in over 800 locations across the country, and online at Ulta.com.
This milestone marks a powerful new chapter for Moroccanoil, which until now was primarily available through select premium salons, luxury spas, specialty retailers, and e-commerce platforms. The Ulta Beauty partnership ensures that Moroccanoil’s signature products—celebrated for their transformative results and unmistakable scent—are now more accessible than ever to a wider audience of beauty enthusiasts.
A Strategic Expansion for a Cult-Favorite Brand
Co-founder Carmen Tal expressed her excitement about this collaboration, emphasizing how Ulta Beauty’s values align with those of Moroccanoil. “Ulta Beauty shares our commitment to innovation, inclusivity, and supporting the stylist community,” she said. “This partnership allows us to bring our products to an even broader customer base, while continuing to honor our stylist-first philosophy. We look forward to engaging with the Ulta Beauty guest and creating new opportunities to inspire and empower professional stylists within the Ulta network.”
For Moroccanoil, this move is not just about expanding distribution—it represents the brand’s ongoing evolution into a multi-category lifestyle brand. From hair to body to fragrance, Moroccanoil has consistently elevated everyday beauty rituals with luxurious, performance-driven products rooted in the nourishing benefits of argan oil.
What Can You Find at Ulta Beauty
At Ulta Beauty, shoppers are now able to see the full range of offerings from Moroccanoil; from accessible luxuries to luxury beauty products. Their hair and body care products are priced between $20 to $65, making them accessible for all while remaining premium products. If shoppers are interested in traveling to the luxury tier, Moroccanoil also offers fine fragrances and hair tools from $105 to $160.
The products list full cult favs like: the Moroccanoil Treatment, which was the product responsible for taking argon oil global in the haircare space. You will also find an extensive assortment of Moroccanoil shampoos, conditioners, styling products, body creams, shower gels, and signature fragrances, all aimed at elevating beauty routines with a touch of Mediterranean inspiration.
Ulta Beauty’s Perspective on the Partnership
From Ulta Beauty’s side, the excitement is equally high. Penny Coy, Senior Vice President of Merchandising at Ulta Beauty, described the launch as a natural fit:
“Moroccanoil has set the standard for luxury and performance in beauty, first in haircare and now extending into body care and fine fragrance. Their dedication to quality, transformative results, and their iconic scent has created a loyal global following—many of whom are already Ulta shoppers. We’re thrilled to bring their beloved products, from the Moroccanoil Treatment to a full range of care and styling essentials, to our shelves. We’re confident this partnership will resonate with our guests and quickly become a go-to favorite within our beauty community.”
The Bigger Picture: A Legacy of Innovation
From the very beginning, Moroccanoil has been a leader in innovation when it comes to argan oil, using this rich ingredient before it became a world-wide phenomenon. Coupled with iconic turquoise-and-orange branding, the aromatherapy-like fragrance of the product creates an identity that fuses luxury, wellness and authenticity.
This expansion into Ulta Beauty is greater than just accessibility; it represents the brand’s growth in continuing to pave the way for the future of beauty by meeting the customer where they are—at the salon chair, the spa, and now their local Ulta Beauty.
What lies ahead
Given the wider retail presence, Moroccanoil is primed for growth in appealing to new customers while continuing to embody its stylist-first commitment. As consumers constantly seek high-performance, ingredient-focused beauty solutions, Moroccanoil’s growth affirms its place in the market with endurance.
For beauty lovers, the launch means one thing: discovering (or rediscovering) the transformative power of Moroccanoil has never been easier. Whether it’s achieving silky, frizz-free hair with the original Treatment Oil, indulging in a rich body butter, or experiencing the elegance of its fine fragrance collection, Moroccanoil now has a place within the everyday shopping experience of Ulta Beauty’s nationwide community.
In the words of Carmen Tal, this is “a powerful next step.” And for customers, it’s an invitation to bring a little more luxury, nourishment, and Mediterranean inspiration into their daily beauty rituals.
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