Moroccanoil expands footprint with major launch at Ulta Beauty

USA – Moroccanoil has significantly expanded its U.S. retail footprint with a major launch at Ulta Beauty, America’s largest beauty retailer. 

The brand’s full assortment, including hair care, body care, and fine fragrance products, will be available in 800 Ulta Beauty stores nationwide, as well as on Ulta.com. 

This rollout marks Moroccanoil’s evolution from a stylist-first haircare brand to a multi-category lifestyle brand, introducing its luxurious, argan oil-infused, Mediterranean-inspired products to a broader consumer audience.

The partnership with Ulta Beauty aligns closely with Moroccanoil’s values of innovation, inclusivity, and professional expertise. 

By tapping into Ulta’s extensive network of over 7,000 in-store stylists, Moroccanoil will offer education, in-store activations, and professional services that maintain the brand’s salon-quality results and stylist-first legacy. 

Ulta Beauty’s Senior Vice President of Merchandising, Penny Coy, praised Moroccanoil for setting the standard in performance and luxury, not only in hair care but also in body care and fragrance categories, highlighting its loyal community and transformative results. 

In addition, this partnership strengthens Ulta’s prestige haircare assortment and expands Moroccanoil’s access to beauty consumers nationwide.

Moroccanoil remains committed to its roots of creating high-performing and luxurious products trusted by professionals, while also focusing on inclusivity and sustainability, including certifications such as PETA cruelty-free status and ocean conservation initiatives. 

This launch marks a pivotal chapter in Moroccanoil’s growth and its mission to empower confidence through beautiful, healthy hair and beauty rituals.

The expansion comes after Morrcnaoil recently launched at Dubai Duty Free, marking its strategic entry into the GCC region.

The brand has introduced customized gondolas at Dubai International Airport’s concourse A in Terminal 3 and concourse D in Terminal 1. 

These four-sided gondolas, positioned within the main beauty floors, showcase Moroccanoil’s full core assortment, offering travellers a premium selection of its signature oil-infused products.

According to the company, this launch marks the beginning of Moroccanoil’s broader expansion plans in the Middle East, with the brand aiming to strengthen its presence in travel retail and beyond.

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