US – Actress and director Tracee Ellis Ross is behind the beauty brand, which is designed specifically for type 3b to 4c hair.
After 10 years in the making, Pattern has launched with a comprehensive range of products for curly, coily and tight-textured hair. The collection includes a hydration shampoo, three targeted conditioners – which come in larger bottles than the shampoo – and two hair serums to reduce scalp itchiness. The brand is also offering haircare accessories such as a rubber shower brush, microfibre towel and hair clips.
According to Ross, Pattern has been developed to embrace the diverse hair needs of those who have long been snubbed by the mainstream beauty industry. ‘Beauty can be an aesthetics conversation, but the truth is for people of colour… beauty and how we express it can be political as well,’ she tells WWD.
Young black women are turning away from chemical relaxers and embracing their natural textured hair, meaning the beauty industry must step up to offer dedicated products for unruly hair.