L’Oréal has finalised the acquisition of US professional haircolour brand Pulp Riot.

Pulp Riot, founded by David and Alexis Thurston, launched in 2016. Since then it has been transforming the professional haircolour market by using social media to inspire and educate stylists across the world. Pulp Riot has over 675,000 Instagram followers.

Since launching in 2016, Pulp Riot has been creating industry leading content

Pulp Riot recorded net sales of US$11 million in 2017. Its largest distributor in the US is SalonCentric. The brand recently started its international expansion.

L’Oréal Professional Products Division President Nathalie Roos 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.”

Pulp Riot CEO and Founder David Thurston commented: “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.”

David Thurston will continue to serve as CEO and lead Pulp Riot from the company’s Los Angeles headquarters.