Moroccanoil Has Expanded Into Travel Retail Markets
The brand has introduced new beauty categories and fragrances across major international airports.
Updated on Oct. 5, 2026 in Middle East
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Moroccanoil has transitioned into a multi-category beauty player by expanding its product range beyond haircare into fragrances and lip balms. The brand has also increased its footprint in travel retail through new airport launches across the Middle East.
Why it matters
The brand aims to broaden its market appeal by targeting international travellers who seek experiential retail encounters alongside affordable luxury goods. This strategy shifts the company from a haircare specialist toward a diverse beauty lifestyle brand.
The brand portfolio now includes 3 distinct fragrances, with a new scent, Épice du Soir, scheduled for release in March 2027. Additionally, the company is developing a 5-product Head to Toe set designed for travel retail consumers.
The players
Moroccanoil
This is a beauty brand that has historically specialized in professional-grade haircare products.
Lagardère Travel Retail
This is a global travel retailer that manages duty-free operations and retail concessions in major international airports.
The details
The expansion features experiential activations, including hairstylist touch-ups and interactive games to engage airport visitors. These efforts are supported by the use of travel-sized product sets that emphasize the brand as an accessible luxury option.
Timeline
Moroccanoil launched the L'Originale fragrance in March 2025.
The brand entered Dubai Duty Free in late 2025.
Lumière du Jour was released in March 2026.
The lip balm product category was introduced in 2026.
The Épice du Soir fragrance is set to launch in March 2027.
Travel Outlook
The brand mirrors a larger industry shift toward experiential airport retailing designed to capture passenger attention during transit. This transition reflects the growing importance of travel hubs as key venues for launching multi-category beauty products.
Travelers can expect to find new beauty sets and fragrances when passing through major transit hubs in Dubai, Abu Dhabi, and Jeddah. These travel-sized items are designed for convenience, helping passengers streamline their packing without sacrificing product quality.
The takeaway
Travelers looking for luxury beauty products can now access expanded categories like skincare and fragrances while in transit at major international hubs. These curated, value-led sets offer a practical solution for maintaining a beauty routine during international travel.
What happens next
The brand is scheduled to release the Épice du Soir fragrance in March 2027.
Further reading
Explore more travel updates on the Middle East destination page.
Source note: This article includes information reported by TRBusiness - Travel retail news, duty free news and business data.
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