David and Alexis Thurston, Danger Jones Co-Founders

Our leadership journey has been driven by choice, not necessity. We didn’t have to be here. We’re here because we deeply love this industry and believe in building something meaningful within it. As co-founders of Danger Jones, our partnership is rooted in trust, mutual respect, and clearly defined strengths, combining deep technical expertise, creative vision, and disciplined business leadership.



From the start, we set out to disrupt– not from a place of malice or opposition, but from a willingness to question the status quo and do things differently. We rethink how professional color is formulated, taught, and experienced, always with the artist in mind. Our focus is long-term.



As we often say, we’re building a cathedral, not a rocket ship, prioritizing longevity, integrity, and craft over quick wins or trends.

Our impact is felt through thoughtful innovation, education that feels human and accessible, and a global community built on transparency and care. As leaders, we empower others to trust their instincts, take creative risks, and build careers with purpose. For us, disruption isn’t about being louder, it’s about being intentional, consistent, and committed together.