There's no doubt that Moroccanoil had a moment in 2010. Starting out as a humble oil that transformed dull, frizzy hair into shiny, frizz-free locks that were split end-free and protected against the elements, we first came across it late 2009. But it was 2010 that saw a slew of celebs and fashion designers jump on board. Anna Kendrick and J.Lo had their hair styled using the ever-expanding line of styling products — this year alone, shampoo, conditioner, two curl creams, two masks, a hairspray, a shine spray and a styling spray rolled out — for the Oscars. Angelina Jolie used it to beat the frizz in Cancun. Naomi Watts' stylist used it on her strands, big name fashion designers — including Derek Lam, Nanette Lapore and Carolina Herrera — used it at Fashion Week and it had the beauty eds begging for more. LOVE.
Keep reading . . .Runners-up: Keratin straightening treatments really took off this year, but Moroccanoil was still where it was at. We can't wait to see what's next . . .