Actress and activist Tracee Ellis Ross wants to help meet the hair care needs for those with curly, coily and tight-textured tresses.
To do so, the star is launching Pattern, a hair care brand that was named for the term that describes the individual bends, curves and coils of natural and textured hair.
Aimed to celebrate and empower the texture, the collection caters to the curls of those in the diverse communities of 3b to 4c hair types, the company said.
“Pattern is my hair care brand which was created to empower curly, coily and tight textures to be juicy and joyful, and to celebrate our hair for what it is: beautiful. This is 20 years of dreaming. 10 years in the making (I wrote my first brand pitch in 2008). Two years of working with chemists. And 74 samples later. I can’t wait for you to experience Pattern,” Tracee Ellis Ross said. “Every curl has a story. And like many of us, the story of my hair is really an evolutionary tale of self-love. We build community out of our curls and coils. We are proud, we are beautiful, and we have a legacy and history to our hair. I’m excited for Pattern to join the natural hair celebration. This is a dream come true.”
Working with labs across the country to bring each formula to life, Ross tested more than 74 formulas and also helped educate chemists on the unique needs of textured hair, the company said.
Pattern’s launch collection is set to include:
The Basics, which consists of a shampoo, three targeted conditioners, a leave-in conditioner and two hair serums that are designed to nourish, hydrate and define curl patterns; and
Styling tools and accessories, which include a shower brush, hair clip and microfiber towel to help enhance curls.
In addition, Pattern will partner to lend financial support and awareness to a variety of organizations and causes that support similar missions of empowerment of people of color, the company said.
Shoppers can begin to shop Pattern products on the brand’s website on Sept. 9. It will hit Ulta Beauty’s physical and digital shelves on Sept. 22.