Moroccanoil is building on the momentum of its award-winning fragrance debut with the launch of Lumière du Jour Eau de Parfum, a radiant new scent inspired by the serenity of a Mediterranean sunrise. The release follows the remarkable performance of L’Originale Eau de Parfum, which sold out on Sephora.com in under 24 hours and secured the #1 position in both traffic and sales on the platform.
With Lumière du Jour, the brand deepens its footprint in the fine fragrance category while reinforcing its evolution from a haircare pioneer to a fully realized lifestyle brand.
Lumière du Jour—French for “light of day” is crafted as an olfactory tribute to the first glow of dawn along the Mediterranean coast. The composition opens with crisp, invigorating notes of rock salt, fig leaf, and juniper, evoking the freshness of sea air at sunrise.
At its heart, a luminous floral bouquet of orange flower, jasmine buds, and tuberose unfolds, delivering softness and romance. The fragrance settles into a warm, lingering base of white amber, blonde woods, and luminous musks, creating a scent profile that feels both comforting and magnetically modern.
The result is a fragrance designed to capture that fleeting, tranquil moment before the day fully awakens sweet, airy, and sun-kissed.
“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, CEO of the Americas at Moroccanoil. “Introducing our second Eau de Parfum is an intentional next step in expanding our fragrance portfolio and reinforcing Moroccanoil as a true lifestyle brand.”
The launch signals a strategic expansion of Moroccanoil’s fine fragrance collection, tapping into growing consumer demand for Mediterranean-inspired luxury scents and prestige beauty experiences.
Adria Arjona reprises her role as the muse of the Moroccanoil fragrance line, bringing Lumière du Jour to life through campaign imagery that reflects warmth, romance, and quiet sophistication. The visuals channel a coastal garden at sunrise soft florals, golden light, and effortless elegance mirroring the fragrance’s character.
“I’m thrilled to continue working with Moroccanoil to bring Lumière du Jour to life,” Arjona shared. “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. Lumière du Jour is truly romantic. I love the soft floral notes and the flower-filled campaign we created. I love escaping through scent, and Lumière du Jour does exactly that.”
Housed in the same sculptural glass bottle introduced with L’Originale, Lumière du Jour features a translucent golden-pink hue and a distinctive pink cap. The design reflects the brand’s signature warmth and Mediterranean aesthetic while signaling a fresh chapter in its fragrance journey.
Fragrance Notes
- Top: Rock Salt, Fig Leaf, Juniper
- Heart: Orange Flower, Jasmine Buds, Tuberose
- Base: White Amber, Blonde Woods, Luminous Musks
Launch Date: February 24. Available at: Moroccanoil.com, Sephora.com, Ulta.com, and select travel retail locations
Retail Sizes: 2 FL.OZ. / 60 ml Spray — $105 | 0.34 FL.OZ. / 10 ml Travel Spray — $35
With Lumière du Jour, Moroccanoil continues to translate its signature Mediterranean identity into fine fragrance positioning the brand as a rising contender in the global luxury perfume market.