Founded by actress, entrepreneur, and beauty advocate Tracee Ellis Ross, PATTERN Beauty has become one of the most recognized haircare brands created specifically for people with curly, coily, and tightly textured hair. The company was officially launched in 2019, but Ross says the idea had been developing for nearly two decades. PATTERN was born out of her personal struggle to find products that truly worked for her natural curls and the frustration she experienced growing up in a beauty industry that largely ignored textured hair. Through PATTERN, Ross wanted to create more than just another celebrity beauty line. She wanted to build a brand that celebrated natural hair instead of trying to “fix” it.
Ross often speaks openly about her relationship with her hair. As the daughter of legendary singer Diana Ross, she grew up surrounded by glamour and beauty, but even with that background, she still struggled to find products designed for her curls. In interviews, Ross explained that many beauty companies built formulas around straight hair rather than textured hair. She noticed there were very few products created specifically for curl patterns like 3B, 3C, 4A, 4B, and 4C hair textures.
The inspiration behind PATTERN came from Ross’s own experience doing her hair at home. She realized that people with textured hair had become “their own experts” because the beauty industry had not properly served them. Instead of waiting for major beauty corporations to address the issue, she decided to create the products herself. Ross reportedly spent years working with chemists and testing formulas before the company officially launched. According to PATTERN’s website, it took over 70 product samples and years of research to perfect the formulas she envisioned.
PATTERN Beauty was created with a mission that went beyond haircare. Ross wanted to change the narrative surrounding Black hair and textured hair. For decades, natural curls and coils were often treated as “unprofessional” or difficult in mainstream beauty culture. Ross believed hair should be celebrated, embraced, and seen as beautiful in its natural state. CNBC reported that Ross described PATTERN as part of her “life’s work” because she wanted consumers to feel joy and confidence about their natural texture.
One of the things that makes PATTERN different from many other haircare brands is its focus on moisture and texture-specific care. Curly and coily hair naturally loses moisture faster than straight hair because oils from the scalp do not travel down the hair shaft as easily. Ross and her team designed products specifically to hydrate, define, and strengthen textured hair rather than weigh it down or strip it of natural oils. The original line included different conditioners tailored for various curl types, including medium, heavy, and intensive conditioners.
Another difference is that PATTERN was built from lived experience instead of simply following beauty trends. Ross has repeatedly stated that the mission came directly from her own hair journey. Unlike many celebrity beauty brands that license a celebrity’s name, Ross was deeply involved in product development and company leadership. She invested her own money into finding chemists and manufacturers who could help create the formulas she wanted.
The company also stands out because it embraces a wide range of curl patterns instead of marketing to only one type of textured hair. PATTERN products are made for wavy, curly, coily, and tightly textured hair communities. The brand recognizes that no two curls are exactly alike and that people often have multiple curl types on the same head. This inclusive approach helped PATTERN build a loyal customer base quickly after launch.
Customers and reviewers often praise PATTERN products for their moisturizing qualities, curl definition, and softness. On Reddit and other beauty forums, many users say the products helped improve shine, bounce, and hydration. Some customers especially praise the leave-in conditioner, mousse, and intensive conditioner. One reviewer described the brand as the only line that worked for different curl types within the same household.
However, like any beauty brand, PATTERN is not universally loved by everyone. Some users report that the products feel too heavy for their hair type or that certain formulas did not work with their texture. Others mention that the scent can be strong. Still, many consumers appreciate that the brand was created with textured hair as the priority instead of an afterthought.
PATTERN Beauty also focuses heavily on education and empowerment. The company offers curl quizzes, tutorials, styling advice, and educational content designed to help people better understand their own hair. Ross wanted consumers to stop seeing their natural texture as something difficult or problematic. Instead, PATTERN encourages people to enjoy the uniqueness of their curls and coils.
Beyond products, PATTERN has become part of a larger cultural movement surrounding natural hair acceptance. Over the past decade, more people have embraced natural hairstyles, protective styles, and textured hair representation in media and fashion. Ross positioned PATTERN as a celebration of that movement. The company’s marketing campaigns often feature diverse curl patterns, natural beauty, and authentic representation rather than unrealistic beauty standards.
Today, PATTERN Beauty continues expanding with shampoos, conditioners, styling creams, tools, hair dryers, and treatments sold through major retailers like Ulta Beauty, Sephora, and Macy’s. What started as Ross’s personal dream has become a successful business and a powerful voice in the beauty industry.
At its core, PATTERN Beauty represents more than haircare. The company reflects Tracee Ellis Ross’s belief that textured hair deserves innovation, respect, and celebration. By creating products specifically for curls and coils, Ross filled a gap that had existed in the beauty industry for years. PATTERN’s success proves there was a large community waiting for products that truly understood their hair and embraced its natural beauty.
