Moroccanoil, a cosmetics company specializing in hair care products containing argan oil, has faced scrutiny and controversy due to its Israeli origins and its role as a sponsor of the Eurovision Song Contest.
Argan Tree in Morocco
The Origins of Moroccanoil
The original business at the basis of Moroccanoil was started by Israeli brothers Mike and Erik Sabag in 2003, when Mike, a hairdresser, experimented with the protective properties of argan oil, which was brought to them by their mother after a trip to her native Morocco.
Carmen Tal recounts having discovered the product when receiving a treatment in a salon in Tel Aviv, where she had travelled to attend her sister-in-law's wedding; Tal, whose hair had been damaged by an aggressive dye in her own salon in Montreal, observed a quick recovery following the repairing treatment. She immediately knew it was a game changer.
Within weeks, Tal came back to ask for the oil’s name and ultimately turned it into a million-dollar business. In this case, it meant buying the entire company.
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Argan Oil and Israeli Innovation
Yes, the argan oil that is a key ingredient to the product is from beans sourced in Morocco (apparently). The Argan tree, scientifically known as the Sideroxylon Spinosum, requires a particularly harsh environment. It can survive extreme heat of over 50° celsius, withstanding drought and flourishing despite poor soil.
These “super trees” were propagated in Israel through inter-pollination to produce a hybrid strain resistant to soil diseases and producing more fruit, propelling Israel to a proper industrial scale with its Argan production. “Samples have been passed onto the Hebrew University’s Faculty of Agriculture for further development,” as the state looks towards offering the tree to Kibbutz in the arid south.
The local women knew of the oil’s countless cosmetic benefits, which had been passed down from mother to daughter for centuries.
Controversies and Accusations
Moroccanoil has been accused of lacking transparency over the exact location of its production facilities other than labelling its products as "made in Israel" or "made in Canada".
Activists, including from the BDS movement and CJPME, are calling to boycott the company over the possibility that it operates in the Israeli-occupied Palestinian territories while "distracting" consumers through a "glamourous" portrayal of its products.
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Firstly, there is its place in hasbara. Pinkwashing and greenwashing are terms familiar to many activists. Moroccanoil is something like “foundation-washing” - applying a thick cosmetic layer to the state’s crimes. The hasbara extends to the trips which the company’s top sales reps get - to Israel, of course.
Secondly, like other “beauty” brands such as Dove, Moroccanoil exploits the language of inspiration and empowerment to convince women to buy their products. This is, perhaps, the perfect irony.
Moroccanoil Product
Moroccanoil and Eurovision
Moroccanoil is an Israeli cosmetics company that has been the main sponsor of Eurovision following the 2019 contest. Celebrities rave about the “miracle product,” this year’s official Eurovision presenting partner.
In 2024, the EBU extended their partnership with Moroccanoil for the 2025 edition of the contest despite major backlash and Eurovision being run nearly into the ground. Despite the European Broadcasting Union maintaining the stance of Eurovision being a "strictly non-political" event, the EBU has shown hypocritical double standards and policies that are pro-Israel.
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Israel is using the Eurovision Song Contest as a platform to artwash their genocide of Palestinians. Israel is exploiting Eurovision and has especially done so with their 2024 and 2025 entries.
On 17 May 2025, we nearly witnessed the end of the Eurovision Song Contest. Human lives are more important than money. We demand that the EBU does not renew their contract with Moroccanoil for any future editions of the contest.
Reactions and Boycott Campaigns
Moroccanoil is heavily promoted in British beauty salons. The other is a disingenuous little note titled “Behind the brand”.
The company's association with Israel has led to boycott campaigns and calls for greater transparency regarding its operations and sourcing.
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tags: #Moroccan
