Pattern Beauty is the realization of Tracee Ellis Ross’s decades-long dream to center, empower, and celebrate textured hair. Launched in September 2019 in the United States, Pattern was built “for curly, coily, and tight hair textures, to empower others to gain a loving relationship with their hair and to celebrate it for what it is—magic”. For Ross, the journey was personal: like so many, she grew up searching for products that worked for her curls and found only empty shelves, years of frustration, and a world that didn’t recognize her beauty.
Twenty Years of Dreaming, Ten in the Making
The desire to found Pattern came as early as 2008, following the end of “Girlfriends,” when Ross wrote her first pitch. In her words, Pattern was “twenty years of dreaming, ten years in the making, two years with chemists, and seventy-four samples later.” She worked closely with scientists to develop formulas…
that offered hydration and nourishment for curls, coils, and tight textures, with a promise of accessible price points and product sizes made for people who use more conditioner than shampoo.
Filling an Industry Gap Pattern Beauty boldly entered a beauty world that had largely ignored an estimated 65% to 75% of the global community needing products for substantial texture.. Ross was adamant: the $31 billion textured haircare segment deserved efficacy, safety, and elevated design.
Every Pattern conditioner tube is larger than its shampoo, a nod to the realities of textured hair care. The company’s ethos runs through every detail: bright packaging, positive messaging, and ingredient transparency, all designed to spark joy and self-love.
Accolades, Expansion, and Impact Pattern’s vision was quickly validated. After its 2019 U.S. debut, Pattern expanded into Canada and the UK by 2022, partnering with top retailers like Ulta, Sephora, and Boots…
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