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Locally-Owned Hair and Beauty Brand Revitalises Tech Stack to Drive Ecommerce Growth

Silk Oil of Morocco Integrates Searchspring to Gain Greater Site Control, Improve Frontend Digital Experience and Power Ecommerce Growth

SYDNEY, AUSTRALIA — July 1, 2021 — Searchspring, the global leader in site search, merchandising and personalisation, today announced a partnership with Silk Oil of Morocco to power its ecommerce growth strategy and strengthen the brand’s consumer experience. The Australian-owned and internationally recognised retailer will deploy Searchspring’s capabilities to create a fast and effortless online shopping experience through Site Search, Autocomplete, Collection Page Merchandising, and Personalised Recommendations. The company will work with Searchspring’s top-rated customer success team to maximise business goals and optimise its user experience. 

Two decades ago, founder Shirley Piscina and her husband, decided to chase the Australian Dream, selling everything they owned back in the U.K. to participate in the reality television series “No Going Back!”. The Aussie brand has now captured the heart of shoppers around the world for their top-of-line products, organic and consciously made ingredients, and strong family values.

Committed to providing one-stop hair and skincare solutions for women and men alike with over 800 products made in Australia, the retailer will deploy Searchspring’s capabilities to offer hyper-relevant shopping journeys, shortening the path to the cart for browsers looking through their extensive catalog of products. 

“Because we have such a wide selection of hair, skin, and beauty products nested under one website, it’s become increasingly important for us to help our shoppers effortlessly find exactly what they’re searching for in a matter of clicks,” said Shirley Piscina, Founder and CEO of Silk Oil of Morocco. “We are looking forward to working with the best in the business, including Searchspring, Swanky, Shopify Plus, and Okendo to power the next evolution of our growth.”

Their recent partnership with Swanky to re-platform on Shopify Plus, alongside Searchspring’s website conversion optimisation tools, enables Silk Oil of Morocco to scale at a rate proportional to their growing ecommerce demand while ensuring shoppers can easily navigate their products online. The business will leverage Searchspring’s proprietary search algorithm to power search relevancy, use insights to inform future product decisions, deploy merchandising to elevate the best products to the top of the results and personalised recommendations to improve product discovery. 

“We are proud to welcome this inspiring female-founded company to the Searchspring family,” said Kate Massey, Head of APAC at Searchspring. “They have built a brilliant company by establishing a loyal customer base around the world, and are committed to the digital journey to further grow the split of revenue from their ecommerce store. We are thrilled to work closely with them through their exciting next stage of growth”. 

In 2020, the health and beauty category ranked as the fourth largest share of online purchases in Australia yielding a 57% increase YoY. Recently recognised as Best Merchandising solution at the 2021 NORA Solution Partner Awards, Searchspring remains committed to helping grow brands worldwide in this rapidly transforming ecommerce market. The company’s latest product releases include Personalised Recommendations, and A/B Testing capabilities. 

About Searchspring

Searchspring is on a mission to give ecommerce teams superpowers. We are giving the worlds’ most creative online brands the user-friendly search, merchandising, personalization, and analytics they need to increase conversion and curate unique shopping experiences. Learn more at or visit the websites of some of our most heroic customers like Moen, Fabletics, Volcom, Wildfang, or Pottery Barn.

About Silk Oil Of Morocco

Silk Oil of Morocco is an Australian Owned, internationally recognised, hair and beauty brand that was founded in 2002 by partners Shirley and Peter Piscina. An empire built by chance with humble beginnings in a home garage. Shirley was in search of a cure for her own personal scalp and skin conditions she’d been suffering from her whole life when she stumbled across Argan Oil, a precious miracle oil derived from the Argan fruit found only on the Argan trees of Morocco. After seeing incredible results herself, Shirley found passion and was determined to share her findings and help as many people as she could. Years on, Silk Oil of Morocco products are used and praised by hair and beauty professionals and can be found in homes around the globe. Even after its success, Silk Oil of Morocco remains passionately run by family from warehouses in Brisbane with manufacturing facilities across Australia.

Media Contact
Jason Ferrara
Chief Marketing Officer