We analyzed 8.8k pieces of influencer content sponsored by Moroccanoil over the last 12 months.
This report breaks down where & how Moroccanoil invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.
The data in this report comes from Modash's Brand Collaborations API.
P.S. for a simple list of influencers who have collaborated with Moroccanoil, see here: Moroccanoil influencers.
Moroccanoil's influencer campaigns are active year-round with notable month-to-month fluctuation. The chart below shows month-by-month data for total sponsored posts tracked.
Number of sponsored posts
Moroccanoil's influencer output appears relatively consistent throughout the year, averaging about 729 sponsored posts per month. January recorded the highest volume at 981 posts (35% above average), while February was the quietest at 533 posts.
In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Moroccanoil's sponsored influencer collaborations break down by social platform:
Share of sponsored content by social network
TikTok influencer marketing is a clear focus for Moroccanoil.
Here are 3 examples of Moroccanoil's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).
Influencer bio
University of Wisconsin-Madison | Kappa Chapter Est.1885 @alphachioutfits_
Collaboration metrics
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Influencer bio
Jesus, Lifestyle and Makeup Lover Mama💙🩷 Esthetician & TikTok Shop Gal
Collaboration metrics
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Influencer bio
🐜🔔 워크맨 인력소 🔔 🐜 단순노동 #엄태구 매주 (수) 6시 워크돌 시즌4 #츠키 매주 (목) 7시 워크맨 시즌3 #이준 매주 (금) 6시 꿀잼영상 상시대기❤업계 최고 재미 보장❤ ✔청소.인력.식당.요리.철거.공장.물류 ✔그 외 모든 job것들 ✔200% 부려먹기 가능 ❌장난사절❌ ☎상세 비즈니스 문의☎ lululala.ad@hll.kr 콘텐츠의 정'점'을 찍다. 스튜디오 닷
Collaboration metrics
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If you break this down further by content type on TikTok, this is what it looks like:
💡 Related resource: How To Find TikTok Influencers.
For their top social platform (TikTok), here is a breakdown of the type of influencers Moroccanoil are collaborating with, by audience size.
Note: this breakdown is based on each influencer's average views (not follower/subscriber count), because views typically correlate more closely with influencer pricing and impact.
Based on each influencer's average views per post
With 38% of partnerships featuring creators averaging <1K views, Moroccanoil's strategy suggests niche targeting and authenticity, likely leveraging collaboration models like gifting and affiliates to work with smaller creators. The 1K-5K views segment is also prominent at 31.5%, indicating investment across adjacent tiers.
Here is an example of a sponsored collaboration with a larger-audience creator on TikTok (351.4k avg views/post):
Influencer bio
OnBrand on @NBC & @Peacock nomad solo traveling full-time 52 countries & counting collabs@thesuitelifeoflauren.com
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And here is another example with a smaller creator on TikTok (9.8k avg views/post):
Influencer bio
hair, fashion, laugh, lifestyle allyimbeault@hauteinfluence.com
Collaboration metrics
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Out of 4.9k unique influencers in our dataset, 221 of them (5%) posted content for Moroccanoil in 3 or more separate calendar months. The most consistent partner is @anarothenberger, who has collaborated across 12 months with 47 total posts.
Here are 3 examples of Moroccanoil's repeat influencer partnerships, with links to the sponsored content.
💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.
In our dataset, United States is where Moroccanoil had the most influencer activity. 38.1% of their live influencer content in the last 12 months was posted by American influencers.
Based on the percentage of influencer content per market, other important markets include:
Here is another example of Moroccanoil collaborating with an influencer in United States.
Moroccanoil competes with OLAPLEX and OUAI in premium haircare where results, scent, and styling routines are central to influencer content. They overlap strongly in creator-led wash-day, blowout, and repair-focused narratives.
Total sponsored posts tracked (last 12 months)
OLAPLEX leads with 9.4k sponsored posts, marginally ahead of Moroccanoil (8.8k posts) and OUAI (5.8k posts). Across all three brands, the average volume is 8k posts, indicating mature, scaled influencer programs.
Sponsored posts by platform
Moroccanoil leads on TikTok, while OLAPLEX has the most activity on Instagram and YouTube. The gap is most notable on Instagram, with OLAPLEX at 5.2k, Moroccanoil at 3.8k, OUAI at 1.8k posts. On YouTube, Moroccanoil and OLAPLEX have posted far more than OUAI, which has no posts.
Estimated sponsored posts in Moroccanoil's top markets
OLAPLEX has the highest estimated sponsored-post volume in United States (4.5k posts, 47.2%), United Kingdom (717 posts, 7.6%), while Moroccanoil leads in India with 795 posts (9%). Looking at United States specifically, the split is OLAPLEX at 4.5k posts (47.2%), Moroccanoil at 3.4k posts (38.1%), OUAI at 3.3k posts (56.4%).
Looking for more like this? Here are 5 similar influencer marketing strategy breakdowns for other brands:
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