Moroccanoil has announced the appointment of Jay Elarar as chief executive officer.
Elarar brings an understanding and commitment to the brand after having started his career with Moroccanoil as sales director in 2012 and later being promoted to global vice president of sales.
In his new role, Elarar will be responsible for optimizing global operations as well as new product innovation and strategies that will bring products to the market. His experience will drive growth and advance its omnichannel approach within multiple markets.
Alongside the brand’s co-founder Carmen Tal, Elarar will also lead the reduction of the brand’s overall impact on the environment. This will include the increase of renewable energy, more sustainable packaging to reduce waste and helping to distribute personal care products to those in need; all of which fulfill Tal’s mission to create beauty while being a “force for good in the world”.
Elarar also plans to expand the brand’s education with the launch of a new academy in Manhattan in 2020.
“We have always made it our mission to be young at heart, to be bold and take calculated risks—a philosophy that has led to our success as a company,” said Elarar. “Moroccanoil has an unparalleled team of passionate and talented leaders. Together with them I want to build on that mission as we enter into an exciting new chapter for the company—one of customer-focused authenticity and cementing our legacy for the future.”