In the ever-evolving world of beauty, where consumers increasingly demand products that combine performance, convenience and hair health, Moroccanoil has unveiled its latest styling innovation — the new Texture & Volume Powder, a lightweight volumising formula designed to deliver instant lift, flexible hold and touchable texture without the stiffness traditionally associated with styling powders.
Known globally for pioneering oil-infused beauty products powered by argan oil, the luxury haircare brand continues expanding its styling portfolio with a product aimed squarely at one of the most common beauty frustrations: flat, lifeless hair that struggles to maintain volume throughout the day.
The new Texture & Volume Powder has been specifically developed for all hair types, although the formula is expected to resonate particularly strongly with consumers who have fine, thin or flat hair seeking fuller-looking styles without heavy product buildup.
Big Volume Without the Crunch
Unlike many traditional volumising powders that can leave hair feeling sticky, chalky or rigid, Moroccanoil’s newest launch focuses on softness and movement alongside long-lasting performance.
With only a few shakes applied directly at the roots, the powder instantly adds concentrated lift and grip while creating natural-looking body that remains flexible rather than stiff.
According to independent lab testing cited by the brand, the product delivers up to 48 hours of lift and volume.
Consumer testing also revealed overwhelmingly positive feedback:
- 98% agreed their hair had instant body and root lift
- 98% agreed hair did not feel sticky, crunchy or stiff
- 93% agreed the product helped revive limp and flat hair
The formula is also designed to be reactivated throughout the day without needing additional product application. By simply tousling hair at the roots with fingertips, users can revive volume hours after initial styling.
More Than Styling: A Refreshing Sensory Experience
Beyond its volumising performance, the product also functions as a quick-refresh solution for hair between washes.
The powder helps deodorise hair upon application while leaving behind Moroccanoil’s signature fragrance — a scent that has become closely associated with the brand’s Mediterranean-inspired identity and luxury salon experience.
The finish itself is intentionally soft and semi-matte, delivering texture and fullness without visible residue or heavy coating.
The result is a more natural, wearable approach to volume that aligns with current beauty trends favouring effortless movement and lived-in texture over overly sculpted styling.
Powered by Argan Oil and Advanced Mineral Technology
At the core of the formula are two key ingredients that reflect Moroccanoil’s signature fusion of nourishment and performance.
Argan oil, rich in Vitamin E and antioxidants, helps condition and nourish the hair while supporting softness and manageability.
The product also features a specialised 3D Mineral Compound — a free-flowing fine powder technology designed to create three-dimensional links within the hair structure, enhancing fullness and lifting strands from the root.
Together, the ingredients aim to create a balance between styling effectiveness and hair-friendly care.
A Brand Built Around Oil-Infused Beauty
Since launching its iconic Moroccanoil Treatment, Moroccanoil has become one of the most recognisable luxury haircare brands globally, helping popularise argan oil-infused beauty products across salons and retail spaces worldwide.
Inspired by Mediterranean aesthetics and recognised for its signature turquoise packaging, the brand now distributes hair and body products in more than 80 countries.
Beyond beauty innovation, Moroccanoil also continues emphasising sustainability and ethical initiatives through its cruelty-free certification from PETA’s Beauty Without Bunnies programme and its partnership with the Humane Society.
Ocean conservation also remains part of the company’s broader environmental focus through collaborations with Oceana.
Availability in South Africa
Moroccanoil Texture & Volume Powder will retail locally for R775 and will be available through Moroccanoil.com, luxury salons and spas nationwide.
As beauty consumers continue prioritising products that simplify routines while delivering salon-quality results, Moroccanoil’s latest launch enters the market at a moment when effortless texture, healthy movement and low-maintenance styling have become defining beauty trends worldwide.
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