MOROCCANOIL PARTNERS WITH ULTA BEAUTY FOR MAJOR EXPANSION

Moroccanoil

Summary:

• Moroccanoil will debut its complete product range at 800 Ulta Beauty locations on August 24
• The hair care brand seeks to connect with Ulta's 7,000+ stylists and 40 million rewards members
• Industry experts predict the partnership could generate $90 million in first-year retail sales

Moroccanoil will introduce its complete product portfolio to 800 Ulta Beauty stores nationwide on August 24. The hair care company, which began in professional salons before moving into specialty retail, will offer products ranging from $20 to $160.

Jay Elarar, Moroccanoil's chief executive officer for the Americas, describes the partnership as inevitable. "It was always a question of when and not if", he explains. The company maintains salons as its primary sales channel while pursuing this retail expansion.

The brand targets Ulta's extensive stylist network. "Ulta employs over 7,000 stylists across the U.S., and the move is predicated on deepening our connection with the stylist community", Elarar states. Moroccanoil plans to provide professional services within Ulta salon spaces.

Stylist recommendations drive higher conversion rates for the brand. "We know that when there's a stylist recommending the brand, the conversion is so much higher", Elarar notes. "That's where we shine, in services, whether for scalp or hair."

Industry analysts estimate Moroccanoil could achieve $90 million in retail sales through Ulta during its first year. Elarar avoids specific sales projections but highlights Ulta's rewards program, which includes more than 40 million members.

"This is that next step for us to reach customers across the nation", he says. "We know that Ulta is the leader in hair care across the country, and this is about meeting that customer."

Moroccanoil has expanded beyond hair care into tools, fragrance, and body care products. The company launched a fragrance line in February featuring actress Adria Arjona in its advertising campaign. The brand also introduced a professional color line now available in salons worldwide.

"The customer wanted more from us, they wanted to see and play with new products", Elarar explains. "We learned quickly that the best way for us to continue to grow and develop the brand is to listen to the customer."

The initial 800-store launch will expand to an additional 600 locations in 2026. Moroccanoil will distribute its full product assortment across multiple store sections. "Ulta knows how to support multicategory beauty brands", Elarar observes. "We'll have merchandising in different sections within the store for fine fragrance, body and hair."

Ulta Beauty has accelerated its brand acquisition strategy, particularly in hair care. CEO Kecia Steelman seeks to strengthen performance across all business segments. Recent additions include Beyoncé's Cécred brand in February and Shakira's Isima line.

Penny Coy, senior vice president of merchandising at Ulta Beauty, praises Moroccanoil's market position. "As a brand renowned for pioneering the use of argan oil in hair care, Moroccanoil has set the standard for performance and luxury", she states via email.

The partnership represents a strategic move for both companies. Moroccanoil gains access to Ulta's extensive customer base and retail expertise. Ulta secures a established beauty brand with proven salon credibility and customer loyalty.

Moroccanoil previously established partnerships with Sephora, Nordstrom, and travel retail locations globally. The company originated in professional hair salons before transitioning into specialty beauty retail channels.

The brand's expansion reflects broader industry trends toward multicategory beauty offerings. Companies increasingly diversify product lines to capture larger shares of consumer spending and reduce dependence on single categories.