Moroccanoil Expands Reach With Ulta Beauty Retail and Salon Expansion\n\nThe hair brand, which boasts body and fragrance expansions, will launch at 800 Ulta doors and online on Aug. 24. By Market Editor, Beauty\n\nMoroccanoil is casting a wider net — and is looking to do so. The beauty brand, which started in care before expanding into tools, fragrance and body care, will launch its full product suite at 800 Ulta stores and online on Aug. 24. Prices for the products range from $20 to $160. The brand started in before expanding into specialty beauty retail, most notably with Sephora and Nordstrom Inc., as well as travel retail globally. For Jay Elarar, Moroccanoil’s chief executive officer of Americas, the partnership has been in the works for a while —and now was the time to press go.\n\n\"It was always a question of when and not if,\" Elarar said, confirming that the salon piece of Moroccanoil’s distribution is still its largest sales channel. \"[Ulta] employs over 7,000 stylists across the U.S., and the move is predicated on deepening our connection with the stylist community.\" The brand will be offering a professional service in the , Elarar said. \"We know that when there’s a stylist that’s recommending the brand, the conversion is so much higher. That’s where we really shine, in services, whether for scalp or hair.\" Industry sources think Moroccanoil’s business with Ulta could hit $90 million in retail sales in its first year. Elarar didn’t comment on sales expectations but did call out Ulta’s rewards program, which has more than 40 million members. \"This is that next step for us to reach customers across the nation. We know that Ulta is the leader in hair care across the country, and this is about meeting that customer.\" It’s been a busy year for Moroccanoil, such as its category expansion into fragrance, trumpeted by a , in February. \"The customer wanted more from us, they wanted to see and play with new products, and we learned quickly that the best way for us to continue to grow and develop the brand is to listen to the customer — and that was developing the range of body care products,\" said Elarar of the brand’s recent moves. \"We also launched a professional color line, which is in salons now globally. The loyalty we have with the customer allows us to take those risks.\" Moroccanoil is starting at 800 doors before rolling out to an additional 600 in 2026, Elarar said. \"We’ll have the full brand assortment. Ulta knows how to support multicategory beauty brands, and that’s what’s exciting. We’ll have merchandising in different sections within the store for fine fragrance, body and hair.\"

Moroccanoil Augments Distribution With Ulta Beauty Expansion

Moroccanoil, a hair care brand, is expanding its distribution through Ulta Beauty, launching its full product suite at 800 Ulta stores and online on August 24. The expansion includes new product lines in fragrance, body care, and professional color services, with plans to reach 1,400 Ulta locations by 2026. CEO Jay Elarar highlighted the partnership's focus on deepening ties with stylists and leveraging Ulta's 40 million-member rewards program.