L’Oréal has announced the acquisition of US professional hair color brand Pulp Riot.
Launched in 2016, Pulp Riot has used social media to build its brand, having amassed 675,000 followers and reported net sales of $11 million in 2017. The brand’s largest US distributor is Saloncentric, with international expansion already underway for the hair color range.
Nathalie Roos, President Professional Products Division of L’Oréal, said: “We are thrilled to welcome the Pulp Riot teams and to amplify the international development of this iconic brand. Its unique creative artistry and stylist powered education will inspire the entire division.”
David Thurston, CEO and Founder of Pulp Riot, continued, “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.”
Thurston will continue to head up the company and will be based in Pulp Riot’s LA headquarters.