L’Oréal has just announced its acquisition of Pulp Riot, the new professional hair colour brand based out of the U.S.
Pulp Riot was founded by David and Alexis Thurston in 2016.
“We are thrilled to welcome the Pulp Riot teams and to amplify the international development of this iconic brand,” says Nathalie Roos, president professional products division of L’Oréal. “Its unique creative artistry and stylist powered education will inspire the entire division.”
“We’re excited to join the L’Oréal family. We believe this move will give Pulp Riot the fire power to accomplish our most ambitious goal for the brand,” adds David Thurston, founder and CEO for Pulp Riot. “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.”
Thurston will continue in his role as CEO for the brand, leading from the company’s headquarters in Los Angeles.