La Boutique L’Oréal Paris

LONDON – L’Oréal said Friday it has finalized the acquisition of Pulp Riot, a professional hair color brand launched by David and Alexis Thurston in the U.S.

The French beauty giant said that since its launch in 2016, 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.”

The terms of the deal were not disclosed.

Pulp Riot has more than 675,000 Instagram followers and net sales of $11 million in 2017. Its largest distributor in the U.S. is SalonCentric, and the brand has also begun to expand internationally.

Nathalie Roos, president of the Professional Products Division at L’Oréal, said the company wants to “amplify the international development of this iconic brand. Its unique creative artistry and stylist-powered education will inspire the entire division.”

David Thurston, chief executive officer of Pulp Riot, said: “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 firepower to accomplish our most ambitious goals 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.”

L’Oréal said Thurston would continue to serve as ceo and lead Pulp Riot from the company’s Los Angeles headquarters.

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