Pulp Riot
Pulp Riot is a Los Angeles-based professional hair color brand owned by L'Oréal USA that sells permanent and semi-permanent color, lighteners, toners, and developers exclusively to licensed stylists through professional beauty distributors such as SalonCentric.
- Company typePrivate
- Founded2016
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Pulp Riot does
Pulp Riot is a Los Angeles, U.S.-based professional hair color brand founded in 2016 and operating as part of the L'Oréal USA S/D, Inc. family of brands (ultimately owned by L'Oréal S.A.). The brand designs, manufactures, and distributes a portfolio of hair color formulations exclusively for licensed stylists and salons — never through direct consumer retail — including the FACTION8 permanent color line, 12+ themed semi-permanent collections (OG, NeonElectric, Raven, Fantasy, NeoPop, Elemental, Shadow, Wild Ride, 70's, Cosmic, Sin City, Impulse, Precious Metals), lighteners (#BlondeAF Powder, Clay Lightener, Cream Bleach), the Blank Canvas color remover, High Speed Toners, and developers in 6–40 volume.
The company's underlying technology centers on proprietary chemistry rather than software: the new semi-permanent base features Anti-Overworking Technology designed to prevent color from turning white during application, Kaolin mineral clay is used in the Clay Lightener to encapsulate the hair and retain moisture, blue-tinted powder lighteners cancel yellow undertones, and Quinoa (or Quinoa seed oil) is infused across the color and lightener lines for conditioning benefits. Performance claims include up to 100% grey coverage (FACTION8), up to 9 levels of lift (#BlondeAF, Cream Bleach), up to 50 washes of fade-on-tone longevity on semi-permanents, 86% more shine vs. unwashed hair, and 3x less breakage versus non-conditioning shampoo.
Pulp Riot's revenue model is straightforward: it sells one-time-purchase professional color products through professional beauty distributors, principally SalonCentric, which requires licensed-stylist accounts. The go-to-market is community-led, leveraging the LEVEL loyalty program, an Artist Locator directory, an educator network, named artistic-director collaborations (Cory Hoffman, Tronisha Robinson, SaraJane Maples, Dara Quick), and content marketing (lookbook tutorials, Pulp Riot TV on YouTube, Instagram, TikTok, Facebook). Revenue figures are not publicly disclosed because the brand sits within a publicly traded parent conglomerate.
Pulp Riot firmographics
Firmographics- Name
- Pulp Riot
- Legal name
- L'Oréal USA S/D, Inc.
- Website
- https://pulpriothair.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pulp Riot is a Los Angeles-based professional hair color brand owned by L'Oréal USA that sells permanent and semi-permanent color, lighteners, toners, and developers exclusively to licensed stylists through professional beauty distributors such as SalonCentric.
- Ownership category
- akta.pro rank
Pulp Riot industry classification
Industry- Product category
- Professional Hair Color
- NAICS
- Soap and Cleaning Compound Manufacturing (32561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Professional Hair Color (CRABALAA)
- akta.pro secondary industries
- Hair Color & Bleaching (CRABABAD), Haircare & Hair Color Distribution (CRAOAEAE)
Keywords
Where Pulp Riot is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Pulp Riot business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Professional Hair Color Products: Pulp Riot generates revenue through the sale of professional hair color products including permanent color (FACTION8), semi-permanent colors across multiple collections, lighteners, toners, developers, and color removers. Products are sold exclusively through professional beauty distributors and require salon professional accounts for purchase.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels8 records
Pulp Riot product offering
Product offeringCore offering
Pulp Riot manufactures and sells professional-only hair color products for licensed stylists and salons, including FACTION8 permanent color, 12+ themed semi-permanent color collections, powder and clay lighteners, toners, color removers, and developers. Products are sold exclusively through professional beauty distributors such as SalonCentric and require a professional account for purchase; the brand is not available for direct consumer retail.
Product overview
Pulp Riot is a professional hair color and care brand offering a comprehensive portfolio of hair coloring products for salon professionals. The portfolio consists of two primary product categories: Permanent Hair Color (FACTION8) and Semi-Permanent Hair Color (12+ collections including OG, Impulse, NeonElectric, Raven, Fantasy, NeoPop, Elemental, Shadow, Wild Ride, 70's, Cosmic, Sin City, and Precious Metals). Supporting product lines include Lighteners (#BlondeAF Powder, Clay Lightener, Cream Bleach), Semi-Permanent Color Remover (Blank Canvas), Toners (High Speed Toners line), and Developers (6, 10, 20, 30, 40 volume). The semi-permanent colors now feature a new anti-overworking base formula lasting up to 50 washes with enhanced conditioning, shine, and reduced breakage. The brand emphasizes vibrant color, professional artistry tools, and vegan formulations.
Differentiator
Problem solved
Functional benefit
Brands
- FACTION8: Vibrant permanent hair color with up to 100% grey coverage
- OG Collection
- NeonElectric Collection
- Raven Collection
- Fantasy Collection
- NeoPop Collection
- Elemental Collection
- Shadow Collection
- Wild Ride Collection
- 70's Collection
- Cosmic Collection
- Sin City Collection
- Impulse Collection
- Precious Metals Collection
- #BlondeAF
- Clay Lightener
- Cream Bleach
- Blank Canvas
- High Speed Toners
- Developers
Products and services
- FACTION8 Permanent Hair Color Permanent hair color line for licensed stylists providing up to 100% grey coverage with ultra-creamy consistency, high shine, and vibrancy. Vegan formula with Quinoa, free from PPD, parabens, and gluten.
- OG Collection Semi-Permanent Hair Color The original semi-permanent hair color collection of 14 vibrant and pastel shades plus Clear; the first semi-permanent line launched by Pulp Riot.
- Impulse Collection Semi-Permanent Hair Color Semi-permanent natural shades that won't overwork and last up to 50 washes, offering natural colors with Pulp Riot's signature vibrancy.
- NeonElectric Collection Semi-Permanent Hair Color UV reactive semi-permanent hair color with 3 illuminating shades that glow under black light while delivering vibrant, true-to-tone results.
- Raven Collection Semi-Permanent Hair Color Grungy and gothic-inspired semi-permanent shades with 3 mid-level tones in muted, dark colors including rose gold, cool-toned red, and soft violet.
- Fantasy Collection Semi-Permanent Hair Color Vibrant, enchanting semi-permanent shades with 3 colors inspired by wild fantasies, featuring mid-tone purple, cool-toned red, and indigo with purple/blue undertones.
- NeoPop Collection Semi-Permanent Hair Color Bold semi-permanent shades with 4 unique tones including purple magenta, saturated orange, bright blue, and bold yellow, featuring the new anti-overworking base formula lasting up to 50 washes.
- Elemental Collection Semi-Permanent Hair Color Nature-inspired semi-permanent shades with 2 colors including Fly Trap (bright green) and Ghostblood (violet/blue toning semi), the latter being a first-of-its-kind toning semi.
- Shadow Collection Semi-Permanent Hair Color Dark semi-permanent shades designed for shadow rooting and deepening, with 4 bone-chilling shades (Merlot, Midnight Blue, Deep Purple, Juniper) that can smoke out or mute colors.
- Wild Ride Collection Semi-Permanent Hair Color Bright, bold, and electrifying semi-permanent shades with 3 fierce colors including lemon-lime green, hot pink, and sapphire blue.
- 70's Collection Semi-Permanent Hair Color Mellow and retro-inspired semi-permanent shades with 2 colors including muted eggplant and rich warm copper with gold undertones.
- Cosmic Collection Semi-Permanent Hair Color Otherworldly semi-permanent shades with 3 colors created in collaboration with educator Dara Quick (@alien_hair_magic), featuring cerulean blue, pigmented violet, and magenta tones.
- Sin City Collection Semi-Permanent Hair Color Semi-permanent color collection with 5 new shades inspired by Las Vegas weddings, created in collaboration with NAHA winner SaraJane Maples. Features the new semi base with Anti-Overworking Technology and up to 50 washes longevity.
- Precious Metals Collection Semi-Permanent Hair Color Metallic semi-permanent hair color with 2 shades (Molten Metal and Silversmith) infused with lustrous pearl pigments, lasting up to 25 washes with fade-on-tone performance.
- #BlondeAF Powder Lightener Rapid lift powder lightener providing up to 9 levels of lift with blue-tinted formula that cancels yellow undertones. For on and off scalp applications including foils, hand painting, and color corrections. Vegan and contains Quinoa.
- Clay Lightener Clay-based lightener powered by Kaolin mineral clay for freestyle blonding and hair painting. Up to 7 levels of lift with a unique shell barrier that retains moisture. Contains Quinoa, Argan Oil, Safflower Oil, and Seaweed Extract.
- Cream Bleach Gentle cream-based lightener providing up to 9 levels of lift for on or off scalp applications. Most gentle on scalp while maintaining powerful lift, won't dry out or leave oily residue. Contains Quinoa and Arginine, vegan formula.
- Blank Canvas Color Remover Semi-permanent color remover that gently and effectively removes even stubborn dyes without compromising hair health. Dripless white formula makes process visible. Hair can be recolored immediately after use.
- High Speed Toners Express blonde toners providing beautiful, bold tones in as little as 5 minutes. Ultra versatile with adjustable mixing ratios to control intensity and speed. Includes Ash, Copper Blonde, Dirty Pink, Golden Shimmer, Icy, Lilac Chill, Moon Stone, Platinum Pearl, Rose Gold, and Silver.
- Pulp Riot Developers Developers (6, 10, 20, 30, and 40 volume) formulated for maximum performance and creamy consistency when used with Pulp Riot lighteners, toners, color remover, and permanent colors.
Quantifiable outcome
- Semi-permanent colors last up to 50 washes
- +6 more outcomes
Companies that use Pulp Riot
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles1 record
Pulp Riot technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Pulp Riot partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
Pulp Riot competitors and assessment
Company assessmentDirect peers
- Wella Professional: Wella is a global professional hair color and care brand (owned by Wella Company, formerly Coty's Professional division) selling Koleston, Illumina, and Blondor through the same professional salon channel as Pulp Riot. Direct competitor in permanent color, lighteners, and toners.
- Schwarzkopf Professional (Henkel): Schwarzkopf Professional (owned by Henkel) markets Igora Royal and BlondMe in the professional salon channel. Direct competitor in permanent color and lightener categories with similar global salon distribution.
- Olaplex: Olaplex is a professional bond-building hair brand sold through salons and stylists. Overlaps with Pulp Riot in the professional channel and increasingly in color-adjacent care, targeting the same licensed stylist customer.
- Pravana: Pravana is a professional-only vivid and creative hair color brand (ChromaSilk, Neon) historically competing head-to-head with Pulp Riot in bold semi-permanent shades for stylists. Closest like-for-like creative color competitor.
- Joico: Joico is a professional hair color and care brand (Vero K-Pak Color, Intensity) sold through salons. Overlaps with Pulp Riot in permanent color and competitive semi-permanent offerings in the professional channel.
- Kenra Professional: Kenra Professional sells color (Kenra Color, Simply Blonde) and styling through professional beauty distributors, including the same SalonCentric channel. Direct overlap in permanent color and lightener categories.
- Keune: Keune is a Dutch professional hair color manufacturer (Tinta Color, Semi Color) with global salon distribution. Comparable in business model and professional-only positioning, though smaller international scale than Pulp Riot.
Broad incumbents
- Redken: Redken is a L'Oréal stablemate professional hair brand (Shades EQ, Color Gels) sold through the same professional salon channel as Pulp Riot. Overlaps directly in permanent and demi-permanent color and competes for the same stylist customers.
- L'Oréal Professionnel: L'Oréal Professionnel is the flagship professional color brand of L'Oréal S.A. (Majirel, Inoa, Dia Light), and a sister brand to Pulp Riot within the same parent. Overlaps in permanent and demi-permanent color with much broader global distribution.
- Matrix: Matrix is a L'Oréal-owned professional hair brand (SoColor, Color Sync) sold through salons and beauty supply distributors. Direct overlap with Pulp Riot in permanent and demi-permanent color targeting the same stylist base.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Pulp Riot social profiles
Digital presencePulp Riot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pulp Riot leadership team
Management profileNumber of profiles
Pulp Riot funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pulp Riot M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pulp Riot
What does Pulp Riot do?
Pulp Riot manufactures and sells professional-only hair color products for licensed stylists and salons, including FACTION8 permanent color, 12+ themed semi-permanent color collections, powder and clay lighteners, toners, color removers, and developers. Products are sold exclusively through professional beauty distributors such as SalonCentric and require a professional account for purchase; the brand is not available for direct consumer retail.
Is Pulp Riot a public or private company?
Pulp Riot is a private company. It is classified as corporate owned and is currently operating.
When was Pulp Riot founded?
Pulp Riot was founded in 2016. It employs 1 to 10 people.
Where is Pulp Riot based?
Pulp Riot is headquartered in Los Angeles, United States, in the North America region.
How does Pulp Riot make money?
One revenue line is on record: professional Hair Color Products.
Who are Pulp Riot's main competitors?
Direct peers on record are Wella Professional, Schwarzkopf Professional (Henkel), Olaplex, Pravana, Joico, Kenra Professional and Keune. Broad incumbents are Redken, L'Oréal Professionnel and Matrix.
Does Pulp Riot have an API?
No public API is recorded for Pulp Riot.
What industry is Pulp Riot in?
Pulp Riot's product category is Professional Hair Color. Its primary akta.pro industry code is CRABALAA, Professional Hair Color, with a secondary code of CRABABAD, Hair Color & Bleaching. Its NAICS code is 32561 and its SIC code is 2844.