Moroccanoil Launches Lumière du Jour, Its Second Fine Fragrance
HEALTH & BEAUTY
Moroccanoil Lumière du Jour Eau de Parfum.
When Moroccanoil released L'Originale Eau de Parfum, its debut fine fragrance, the brand discovered something important: its community wanted more. The scent sold out on Sephora.com in less than 24 hours and became the retailer's #1 fragrance in both traffic and sales. That kind of reception doesn't happen by accident, it signals genuine demand. Now, Moroccanoil is answering with Lumière du Jour Eau de Parfum, the brand's second fragrance and a deliberate expansion of its lifestyle positioning.
Inspired by Mediterranean Mornings
Lumière du Jour translates to "light of day," and the fragrance is designed to capture the quiet beauty of a Mediterranean sunrise. It opens with invigorating notes of rock salt, fig leaf, and juniper, crisp and awakening. The heart unfolds into a radiant floral bouquet of orange flower, jasmine buds, and tuberose, before settling into a warm base of blonde woods, luminous musks, and white amber. The result is a scent that feels both magnetic and effortless, like walking through a coastal garden at dawn, when the air is still sweet and gently touched by morning breeze.
"After witnessing the extraordinary reception of L'Originale, including selling out on Sephora.com in less than 24 hours and becoming the #1 fragrance in both traffic and sales, we knew there was a clear desire for more from Moroccanoil in the fine fragrance space," said Jay Elarar, Moroccanoil CEO of the Americas. "Introducing our second Eau de Parfum is an intentional next step in expanding our fragrance portfolio and reinforcing Moroccanoil as a true lifestyle brand."
Adria Arjona Returns as the Fragrance Muse
Actress Adria Arjona continues her role as the face of Moroccanoil's fragrance line, embodying the warmth and Mediterranean sensibility at the heart of the brand. Through the campaign imagery, Arjona invites consumers into that liminal moment right before the day fully begins, a time of stillness, possibility, and gentle light.
"I'm thrilled to continue working with Moroccanoil to bring Lumière du Jour to life," said Arjona. "The first fragrance was deeply rooted in the brand's heritage and inspired by the iconic Moroccanoil scent, and it's been so exciting to see how it's evolving."
Design That Glows
Lumière du Jour is housed in the same sleek, sculptural glass bottle that defined L'Originale, but with a key difference: a pink cap and a translucent golden-pink hue that seems to glow from within. The design continues Moroccanoil's aesthetic language of understated elegance and Mediterranean warmth, making the fragrance feel like a natural extension of the brand's established identity.
From Haircare Pioneer to Lifestyle Brand
Moroccanoil made its name by pioneering oil-infused haircare with the original Moroccanoil Treatment, a product that sparked global interest in argan oil and became a salon staple. But the brand's ambitions have always extended beyond haircare. Its signature scent, a blend of spicy amber and sweet florals, became so iconic that customers began asking for it as a standalone fragrance.
L'Originale was Moroccanoil's answer to that demand, and its success validated the brand's move into fine fragrance. Lumière du Jour represents the next chapter: proof that Moroccanoil can build a fragrance portfolio with the same thoughtfulness and Mediterranean inspiration that defined its haircare line.
Where to Buy
Lumière du Jour Eau de Parfum will be available starting February 24 at Moroccanoil.com, Sephora.com, Ulta.com, and select travel retail locations. The fragrance comes in two sizes: a 2 FL.OZ. / 60 ml spray for $105 and a 0.34 FL.OZ. / 10 ml travel spray for $35.
For a brand that built its reputation on a single transformative haircare product, Moroccanoil's expansion into fine fragrance reflects both ambition and confidence. Lumière du Jour isn't just a follow-up, it's evidence that the brand's Mediterranean-inspired aesthetic can translate across categories, creating a lifestyle universe that feels cohesive, warm, and unmistakably Moroccanoil.