Pattern Beauty

Pattern Beauty is a premium haircare brand founded by Tracee Ellis Ross in 2019, dedicated to celebrating and supporting natural hair textures. Created after nearly a decade of development, Pattern fills the long-ignored gap in beauty retail for people with curly, coily, and tight-textured hair. The brand launched exclusively at Ulta Beauty, where it quickly became one of the fastest-growing Black-owned beauty lines in the retailer’s history. Its collection includes shampoos, conditioners, styling tools, and accessories formulated for hydration and definition — designed to empower the curly hair community. Pattern operates on a mission-led business model that prioritizes representation, inclusivity, and community education, combining Tracee’s celebrity influence with authentic storytelling. The company has since expanded its footprint into Target, Amazon, and Sephora, as well as international markets.