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Hair Color Brand Pulp Riot Now Belongs to L’Oréal

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By: Jamie Matusow

Editor-in-Chief

Pulp Riot was a hit from the beginning and L’Oréal snapped it up within two years, announcing that it has finalized the acquisition of the professional hair color brand launched by David and Alexis Thurston in the U.S. in June 2016. The world’s largest beauty company says since its launch, Pulp Riot has been transforming the professional hair color market by creating industry leading content and using social media to effectively inspire and educate stylists across the world. To date, Pulp Riot has amassed over 675,000 Instagram followers.

Pulp Riot had net sales of $11 million in 2017. Its largest distributor in the U.S. is SalonCentric. The brand 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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