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May 30, 2018
May 30, 2018

L’Oréal has acquired professional hair color disruptor Pulp Riot by David and Alexis Thurston. Luxury Brand Partners was the lead investor behind this two-year-old brand.

WHO: Pulp Riot Hair Color was founded in June 2016 by the minds behind Butterfly Circus and Butterfly Loft, David and Alexis Thurston. The professional hair color brand took the industry by storm, specializing in vibrant and trending color shades and techniques. In less than two years, Pulp Riot transformed the professional hair color category through the creation of content, use of professional influencers, and social media to inspire and educate stylists globally.

IN THEIR OWN WORDS: David Thurston, CEO and Founder of Pulp Riot, said: “We’re excited to join the L’Oréal family, the grandest beauty company in the world. We believe this move will give Pulp Riot the fire power to accomplish our most ambitious goal for the brand. We are especially happy that so many of the loyal stylists who contribute to the success of Pulp Riot will have even more opportunities moving forward.”

“We met David and Alexis many years ago when they were embarking on their Butterfly Circus education series—we shared a similar understanding of the importance of learning and the hairstylist as the ultimate hair influencer,” says Tevya Finger, CEO of Luxury Brand Partners. “Over the years our teams conducted joint education initiatives and even had many artists from the Pulp Riot education team on our web-based salon industry show, Late Night with Tev Finger. When it came time to launch Pulp Riot it was a natural fit between the cultures of our companies.”

Nathalie Roos, president of the Professional Products Division at L’Oréal, said the company wants to “amplify the international development of this iconic brand. Its unique creative artistry and stylist-powered education will inspire the entire division.”


  • L’Oréal acquired Pulp Riot. The terms of the deal were not disclosed.
  • Luxury Brand Partners acted as the lead investor of the brand.
  • Pulp Riot has more than 675,000 Instagram followers and net sales of $11 million in 2017.
  • The brand’s largest distributor in the US is SalonCentric.
  • The brand has also started international expansion.
  • David Thurston will continue to serve as CEO and lead Pulp Riot from the company’s Los Angeles headquarters.

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