Moroccanoil - every hairdresser's shiny secret

"Moroccanoil has all the marks of a cult brand," says Alexia Inge, founder of cultbeauty.co.uk. "It's efficacious, taming locks from the second one uses it, so no waiting weeks for results. Moroccanoil created its own category. Sure there were hair serums around but apart from Frizz Ease none of them were cult."

So why is this on every hairdresser's shelf? The company was co-founded three years ago in Montreal by Carmen Tal after she bought a product which contained the key ingredient argan oil, which comes from the kernel of the Moroccan argan tree. She said her hair had never looked shinier and decided to market the oil as a hair product with her husband. Now their Moroccanoil range is stocked in 5,000 UK hairdressers and includes shampoo (£15.85), conditioner (£16.55) and the original moisturising treatment (£30.45).

Moroccanoil contains antioxidants, unsaturated fatty acids and Omega 9 which, when rubbed into damp hair, smells sweet, gives instant shine, renewed strength and UV protection - and one bottle lasts a month.

"Moroccanoil softens even the driest of hair and there are so many benefits to using it," says Skyler McDonald of Seanhanna salons. "It reduces styling time and doesn't leave a greasy residue."

Cobella Selfridges' art director Jason Collier believes the hairspray is "every woman's essential item."

Meanwhile, Paola Pinto of the House of RUSH advises not overdoing it when you try using Moroccanoil at home: "Don't use too much. Ensure your hair is towel dried then run through the mid-length and ends of the hair. Comb through and style and dry as normal. Moroccanoil is a must have for my kit."

Buy it: Cultbeauty.co.uk stocks five products, Mahogany Hair sells the treatment in the St George Street salon. For other stockists: 0800 310 1133.