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 on Amazon: https://amzn.to/4kRKGTX
Watch our mini-doc - Starting Small: The Raw Truth Behind Entrepreneurship and the American Dream: https://youtu.be/eHuq93wIxs0?si=eDB-ycngvWNapRLO
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Thank you to this episode's mid-break sponsor, Morelux.
If you’re someone who practices at home — golf, baseball, or really any ball sport — you know how hard it is to find gear that’s actually built to take a beating. That’s what impressed me about Morelux.
They sent over one of their heavy-duty frame and net setups, and the first thing I noticed was the build quality. Their systems use thick steel frames and high-density mesh designed to absorb serious impact — not the flimsy nets that wobble or tear after a few sessions.
It’s been perfect for our space. Super quick to set up, incredibly sturdy, and honestly just makes practicing way more fun.
Make sure to check them our at https://www.morelux.store/
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