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. Four years later, Pattern had a 14–product assortment, including specialized conditioners, shampoos, and accessories—every new launch a celebration. In August 2025, Pattern Beauty made headlines for expanding beyond hair, launching a 5-piece body collection at Ulta and Sephora.
Ross’s innovation and advocacy have earned Pattern a reputation for authenticity and inclusivity. Speaking at NRF’s 2025 Retail Big Show, Ross reminded a global audience that “Pattern Beauty encourages self-expression by promoting confidence in all natural hair types”—and continues to represent one of the very few Black-owned beauty brands available in major, mainstream retailers.
A Movement, Not Just a Brand
What sets Pattern apart is its commitment to honoring the natural state of textured hair and celebrating Black beauty, without exclusion. But Ross is quick to note that Pattern is made for all: “Though PATTERN Beauty’s content and marketing is based in the celebration of Black beauty, its products are for anyone with curly, coily, and tight-textured hair”.
Legacy
Pattern Beauty shows the impact and urgency of representation—improving access and reshaping the haircare industry for millions. “I couldn’t be prouder of my hair journey and where it has taken me,” Ross writes.
