Pulp Riot / Danger Jones: David Thurston
About this episode
David Thurston shares the story of building Pulp Riot and launching Danger Jones, emphasizing creativity and community in the beauty industry.
David Thurston didn’t set out to build the fastest-growing hair color brand in professional beauty history. But that’s exactly what happened. As the founder of Pulp Riot, David created a brand that shook up the salon industry — bold colors, artist-first culture, and a community that felt more like a movement than a product line. Just 23 months after launch, Pulp Riot was acquired by L’Oréal for $150M. The day the deal closed, David was sitting in a Jersey Mike’s when a bank notification popped up: $85M had just hit his account. Seven years later, he and his wife Alexis are back building — this time with Danger Jones, a brand that blends hair color, fashion, and film into something entirely different from traditional beauty companies. No corporate playbook. No venture capital. Just creativity, community, and a belief that artists deserve a brand that actually represents them. In this episode, David shares the full story behind Pulp Riot’s meteoric rise, what really happens after a life-changing exit, and why he decided to start over — building Danger Jones from scratch across 43 countries. Make sure to check them out at: https://www.dangerjonescreative.com/ Check out my new book…
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