pattern beauty

Launched in 2019 by actress and entrepreneur Tracee Ellis Ross, Pattern Beauty is a haircare brand born from her own decade-long journey to find products that truly served her natural hair. The brand is centered on celebrating Black beauty and fulfilling the unmet needs of the curly, coily, and tight-textured hair community. Its core philosophy rejects the idea of 'fixing' hair, instead promoting a message of empowerment and providing products that support and nourish natural patterns. The line includes hydrating shampoos, a range of conditioners for different curl types, styling creams, gels, and specialized tools designed with textured hair in mind. Pattern's messaging and product development are rooted in joyful hydration, using ingredients like jojoba oil, aloe vera, and shea butter to create effective, moisture-rich formulas. The brand gained immediate traction, launching with and becoming a key partner for Ulta Beauty, and has since expanded to retailers like Target, Sephora, and Macy's. Beyond products, Ross has positioned Pattern as a platform for advocacy, working to dismantle the idea that Black haircare is a 'niche' market and championing diversity and inclusion within the wider beauty industry. This mission is further supported by the brand's commitment to donating to organizations that empower women and people of color.