Carmen Tal made the best of a bad situation while on vacation in Israel. After getting her colour done at a random salon, she found her hair was fried. Locals suggested a popular remedy—argan oil from Morocco—and she was amazed by the results. Once she was home in Montreal, she created a golden elixir named Moroccanoil, which soon became one of the decade’s buzziest beauty words. Tal got it into the hands of celeb stylist Robert Vetica, who used it on Salma Hayek and Marion Cotillard, heightening the hype. It’s still growing: the brand launched a body-care line this year.