L’Oréal acquires Pulp Riot Hair Color
L’Oréal announced plans to expand its portfolio of brands by signing an agreement to acquire Pulp Riot Hair Color.
Founded by the minds behind Butterfly Circus and Butterfly Riot, David and Alexis Thurston, the line creates innovative products and education for stylists, the company said.
The overall mission of the brand is to “empower stylists to think of themselves as artists while providing them with superior paint to create their masterpieces,” David Thurston said.
Luxury Brand Partners acted as the lead investor of the brand, and terms of the deal were not disclosed either.
“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,” Tevya Finger, CEO of Luxury Brand Partners, said. “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.”
Other brands under the Luxury Brand Partners umbrella include R+Co, Smith and Cult, IGK and V76 by Vaughn.
“Even prior to launch — the buzz and demand was something we had never seen before,” Finger said. “Solely based on their influence and credibility, there was no marketing spend or salespeople, just an avid social media following, incredible content and top-notch education. Pulp Riot Hair Color will continue to be run by David and Alexis Thurston, thereby ensuring the ideals that the brand was founded on stay intact. L'Oréal is an outstanding company with an incredible track record, and the brand has found the perfect home.”
Founded by the minds behind Butterfly Circus and Butterfly Riot, David and Alexis Thurston, the line creates innovative products and education for stylists, the company said.
The overall mission of the brand is to “empower stylists to think of themselves as artists while providing them with superior paint to create their masterpieces,” David Thurston said.
Luxury Brand Partners acted as the lead investor of the brand, and terms of the deal were not disclosed either.
“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,” Tevya Finger, CEO of Luxury Brand Partners, said. “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.”
Other brands under the Luxury Brand Partners umbrella include R+Co, Smith and Cult, IGK and V76 by Vaughn.
“Even prior to launch — the buzz and demand was something we had never seen before,” Finger said. “Solely based on their influence and credibility, there was no marketing spend or salespeople, just an avid social media following, incredible content and top-notch education. Pulp Riot Hair Color will continue to be run by David and Alexis Thurston, thereby ensuring the ideals that the brand was founded on stay intact. L'Oréal is an outstanding company with an incredible track record, and the brand has found the perfect home.”