Expanding Horizons: Moroccanoil’s Partnership with Ulta Beauty
Moroccanoil, a brand synonymous with premium hair care, is poised to make a significant leap by partnering with Ulta Beauty. This collaboration aims to introduce the full suite of Moroccanoil products to 800 Ulta locations and online platforms starting August 24. With product prices ranging from $20 to $160, the brand is set to reach a wider audience, strengthening its market presence. Moroccanoil began its journey in salons and, over time, expanded into specialty beauty retail—partnering with giants like Sephora and Nordstrom. Now, Moroccanoil is strategically targeting Ulta to broaden its appeal and reach.
Jay Elarar, Moroccanoil’s CEO for the Americas, remarked that the partnership had been in development for some time, emphasizing the necessity and timing of this venture. While salon sales remain Moroccanoil’s primary revenue driver, the collaboration with Ulta aims to foster a deeper connection with stylists. With over 7,000 stylists employed at Ulta, the brand recognizes the value of recommendations from professionals, which significantly boosts customer conversion rates.
In addition to the product launch, Moroccanoil is integrating professional services in Ulta salons. Elarar believes that these stylists are pivotal in promoting the brand. This service aspect is crucial, as Moroccanoil is known for its superior offerings in scalp and hair care. Industry analysts anticipate that Moroccanoil’s collaboration with Ulta could generate around $90 million in retail sales within its first year. While Elarar did not disclose specific sales projections, he highlighted Ulta’s extensive rewards program of over 40 million members as a promising avenue for growth, allowing Moroccanoil to connect with customers on a national scale.
This year has been particularly eventful for Moroccanoil, marked by its expansion into new categories, including fragrances. Earlier this year, the brand launched a campaign featuring Adria Arjona to promote this new direction. Elarar noted that listening to customer feedback played a crucial role in this expansion strategy. The brand has also introduced a body care line and a professional color line to ensure that it meets customer demands while taking calculated risks for future growth.
Planning ahead, Moroccanoil is set to roll out its products in additional 600 Ulta locations by 2026, with a comprehensive product assortment available at the initial 800 stores. Elarar expressed confidence in Ulta’s ability to support multi-category beauty brands, which is vital for Moroccanoil’s approach. The products will feature dedicated spaces in Ulta, with distinct sections for hair, body care, and fine fragrance, ensuring a tailored shopping experience for customers.
Ulta Beauty, under the leadership of CEO Kecia Steelman, has welcomed an array of new brands, particularly in the hair care space. Notable introductions include Beyoncé’s Cécred and Shakira’s Isima, showcasing the retailer’s dedication to diversifying its offerings. Penny Coy, Senior Vice President of Merchandising at Ulta, praised Moroccanoil for its pioneering use of argan oil in hair care. The brand’s commitment to quality ingredients, transformative benefits, and its distinctive scent has established a devoted customer base that is already familiar with Ulta’s product range. This partnership signifies an exciting evolution for both brands, inviting consumers to explore the premium quality and luxurious experience tied to Moroccanoil.
