PATTERN Beauty

PATTERN Beauty is a Black-owned, Black-founded hair care line created by Tracee Ellis Ross for curly, coily and tight-textured hair — the textures the mass market spent decades treating as a niche.

The promise the brand makes is specific: superior hydration, safe ingredients, and products that actually perform. The range covers the full wash-day routine — shampoos, conditioners, leave-ins, stylers, treatments — plus tools and accessories, and it is organized by texture so you are shopping for your hair rather than guessing. Everything is formulated without parabens, phthalates or SLS/SLES.

What sets the brand apart is that it does not treat textured hair as a problem to be solved. The messaging, the product development and the content are all built around the celebration of Black beauty and Black joy. As the brand puts it: may we know our texture is resilient, may we know our patterns are magic.

PATTERN also gives back — 1% of every purchase goes to a nonprofit of the customer's choosing, supporting organizations that empower women and people of color.

Products are available directly from PATTERN and through major retailers nationwide.