Moroccanoil Names Aryna Sabalenka as First Athlete Ambassador

The hair care brand has appointed Aryna Sabalenka, the top-seeded women's tennis player, as its first athlete ambassador and the face of its upcoming global campaigns. The move marks Moroccanoil's first foray into athlete partnerships and a broader push into the sports arena.

The announcement comes as the 2026 U.S. Open gets underway in New York, where Sabalenka will defend her women's singles title and also compete in mixed doubles alongside Novak Djokovic.

Sabalenka, who said she constantly puts her hair through styling, travel and varying environments, emphasized that she takes hair health seriously. She noted that Moroccanoil's approach of combining beauty and performance has added health and shine to her hair, helping her feel confident and ready for whatever comes next.

The partnership builds on Moroccanoil's existing ties to tennis. The company recently served again as the official hair care partner of the Miami Open and introduced its latest product, the Overnight Leave-in Mask, priced at $44.

Marina Kirschner, senior vice president of global marketing at Moroccanoil, said tennis is having a major cultural moment and Sabalenka is at its center. She added that Sabalenka allows the brand to deepen its foothold in sports in a way that feels authentic and relevant to today's consumers.