How Tracee Ellis’s Pattern Beauty Tapped Into a $31 Billion Market in 6 Years

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…