[15] As of January 2013,[update] 80% of Moroccanoil's output is reportedly manufactured in its factory "two hours north of Jerusalem",[1][4][11] with Ma'alot-Tarshiha being cited as the plant's location in the company's safety data sheets.

[2][4][19][20][21][22] Moroccanoil publicly displays commitment to cruelty-free products and sustainability, with reduction of single-use plastic, prevention of soil contamination and groundwater pollution, partnerships with environmental and animal rights groups (including PETA, Oceana, Green Circle Salons, the Humane Society of the United States and the Sato Project), and its main production plant being solar-powered to prevent greenhouse gas emissions.

[18][23][24][25] Moroccanoil sells its products in over 85 countries worldwide,[26][27] mostly business-to-business to beauty salons (around 85,000 as of January 2020[update]);[28] however, more recently the company began expanding its sales directly to consumers, particularly in travel retails and duty-free shops.

[11][29][30] In addition, a number of celebrities (including Angelina Jolie, Brie Larson, Emily Blunt, Fergie, Iman, Jack Grealish, Jennifer Lopez, Jessica Biel, Jessica Simpson, Katy Perry, Lily Aldridge, Madonna and Margot Robbie) and fashion houses (including Badgley Mischka, Carolina Herrera and Roberto Cavalli) have been reported to use the company's products.

The "Moroccan" branding has also drawn criticism due to the company's lack of ties with Morocco, with accusations of deliberate cultural appropriation to pose as non-Israeli and avert boycotts.