L’Oréal to acquire hair colour brand Pulp Riot

L’Oréal has entered an agreement to acquire US-based Luxury Brand Partners’ (LBP) portfolio brand Pulp Riot Hair Color.

Pulp Riot was founded by David and Alexis Thurston, who created the Butterfly Circus and Butterfly Loft brands. It develops and offers various hair colour products and education material for stylists.

LBP CEO Tevya Finger said: “We met David and Alexis many years ago when they were embarking on their Butterfly Circus education series, we shared a similar understanding of the importance of learning and the hairstylist as the ultimate hair influencer.

“Over the years our teams conducted joint education initiatives and even had many artists from the Pulp Riot education team on our web-based salon industry show, Late Night with Tev Finger. When it came time to launch Pulp Riot it was a natural fit between the cultures of our companies.”

Following the acquisition, Pulp Riot will continue to be managed by David and Alexis Thurston.

Products available under Pulp Riot brand include Purple Toning Shampoo, Black Canvas dye and colour removal products, as well as high-speed toners, semi-permanent colours and blonding lighteners.

LBP develops and operates various beauty brands, including R+Co, Smith & Cult, IGK and V76 by Vaughn. The company currently has offices in Miami and New York City.