Though Moroccanoil co-founder Carmen Tal initially launched the 15-year-old hair- and body-care brand with little to no beauty experience, she has been able to grow it into a global empire.

In February 2023, Moroccanoil, which is currently distributed through thousands of salons, announced a three-day, Las Vegas-based event for professional hairstylists called The Collective. Meant to showcase the brand's network of global talent, the sold-out event eventually hosted 2,000 people in Las Vegas.

"Every [attendee] had the opportunity to either learn or demonstrate their skills. It was incredible to see the [hair-care] community, which is very close, share information," Tal said on the Glossy Beauty Podcast. "Trends are changing and tools in the industry have changed, allowing [hairstylists] to do better work. ... Everyone left with a sense of accomplishment and education."

With the surprise success of the event, Tal said she is looking forward to producing similar opportunities to bring the brand's community together IRL this year.

On this week’s episode of the Glossy Beauty Podcast, Tal talked about the importance of community, as well as her brand's longevity in the hair-care space and its road to becoming a global brand. 

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