L'Oreal acquires US haircolor brand Pulp Riot

Translated by
Erin Floyd
today May 25, 2018
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Just a few weeks after its acquisition of Korean makeup and fashion brand Stylenanda, L'Oréal has finalised its acquisition of Pulp Riot, an American professional haircolor brand launched in 2016 by David and Alexis Thurston, who will continue to manage the brand from Los Angeles.

Produits Pulp Riot - DR

Barely three years after its launch, Pulp Riot, whose products sport bold and arty packaging, has 675,000 followers on Instagram and an annual turnover of $11 million (€9.4m). Its domestic market accounts for most of its sales, through SalonCentric, the distributor of professional salon products created by L'Oreal USA in 2008.

"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," said Nathalie Roos, president of the professional products division at L'Oreal.

The French cosmetics group, which recorded a turnover of €26.02 billion euros in 2017, is deepening its reach into a promising market. According to research firm Mordor Intelligence, the worldwide haircare market had a turnover of $85 billion in 2017 and should see average annual growth of 3.69%, to $106 billion (€90.9 billion) in 2023.

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