L’Oréal has finalized the acquisition of Pulp Riot, a professional haircolor brand launched by David and Alexis Thurston in the United States in June, 2016.

Since its launch, Pulp Riot has been transforming the professional haircolor market by creating industry leading content, and using social media to effectively inspire and educate stylists across the world. To date, Pulp Riot has amassed over 675,000 Instagram followers,” said L’Oréal in a release.

Pulp Riot had net sales of US $ 11 million in 2017. Its largest distributor in the US is SalonCentric. The brand also started its international expansion.

David Thurston, CEO and Founder of Pulp Riot, will continue to serve as CEO and lead Pulp Riot from the company’s Los Angeles headquarters.