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L’Oréal Acquire Pulp Riot Hair Colour

One of the largest cosmetic companies globally, L’Oréal, just added a little more colour to their mantle, acquiring Pulp Riot hair colour and investing into this bold, vibrant, 21st century brand.


The colour brand was founded by David and Alexis Thurston, the minds behind Butterfly Loft, in order to “empower stylists to think of themselves as artists while providing them with superior paint to create masterpieces.” The duo will continue to run the global brand from their LA headquarters. Luxury Brand Partners, who created Oribe Hair Care and R+Co were the lead investors in the brand up until this point. The brand is distributed in Australia by Rogue Beauty, who will continue to do so.


“Since its launch at Hair Expo in Sydney in 2017, Pulp Riot has become a cult favourite for creative colourists Australia-wide,” said Jared Fisher, managing director for Rogue Beauty. “Pulp Riot remains an important part of Rogue Beauty’s portfolio of innovative hair and beauty brands, and we look forward to the continued success of the Pulp Riot brand under our management.”


Pulp Riot are true industry transformers, utilising their influence on social media to inspire and educate hairdressers with their artistic colour products. The colours ensure creativity and bring a strong sense of loud LA colour to the global hairdressing community – we’re not surprised L’Oréal saw the enormous potential and we have no doubt of their ongoing success.

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