Luxury Brand Partners and Pulp Riot Announce Partnership

Luxury Brand Partners, parent company to R+Co, V76 by Vaughn and Smith & Cult, recently announced its partnership with Pulp Riot, a new haircolor company from founders David and Alexis Thurston of Butterfly Loft and Butterfly Circus. The strategic alliance will bring a unique and creative color category to LBP’s group of artist-driven brands and expands Pulp Riot’s reach in professional salons.

“We feel that by combining our shared values, vision and goals, this new alliance will lead to a substantial and dynamic partnership,” says Tev Finger, CEO of Luxury Brand Partners.

“Their passion for education, and supporting the artist behind the chair is infectious,” explains Albie Cortes, Advanced Strategy and Business Development for Luxury Brand Partners.

The team behind Pulp Riot was collaboratively built, forming an ownership group consisting of some of the most well-known and highly respected stylists and educators in the industry, including Rickey Zito, Ash Fortis, Jay Wesley Olson, Iris Smith and Jenny Strebe. These artists were instrumental in the formulation of the color line and will continue to be heavily involved in the company’s education, product development and marketing.

Pulp Riot CEO David Thurston adds, “When looking for partners, our ultimate goal was to find fun, cool people with entrepreneurial mindsets, who have the experience to help tackle challenges, the resources to fuel growth and the guts to be disruptive. We met with many potential partners, but Luxury Brand Partners was the only company to check off all of the boxes.”

Stylist, salon owner, educator and Pulp Riot co-owner Jay Wesley Olson added, “LBP has had their finger on the pulse of the recent significant changes in the beauty industry. When looking for a partner, it was of paramount importance that we aligned ourselves with a team that not only understood the changes, but had the ability to pivot and adapt quickly, and like ourselves, recognize the changes not just as a challenge, but also as an opportunity.”