[podcast] L’Oréal Acquires Pulp Riot


L’Oréal has acquired professional hair color brand Pulp Riot, the former announced.

Launched in 2016 by David and Alexis Thurston, Pulp Riot saw net sales of $11 million in 2017. It has developed a social media following that includes more than 675,000 Instagram followers. David Thurston will continue to serve as CEO and will lead the brand from its Los Angeles headquarters.

Exclusive: [podcast] Pulp Riot's David Thurston: Ready for Next Phase of Growth

“We are thrilled to welcome the Pulp Riot teams and to amplify the international development of this iconic brand,” said Nathalie Roos, president, professional products division of L’Oréal. “Its unique creative artistry and stylist powered education will inspire the entire division.”

Added David Thurston: “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 firepower 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.”

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