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Brief Published: 26 Sep 2019

From Revolution to Celebration: Pattern’s Textured Haircare


About 65% of the US population sports curly, coily or wavy hair (Naturally Curly, 2018), and there is still a gap in the market for products that deliver practical haircare benefits for this category. US actress and activist Tracee Ellis Ross’s new haircare brand Pattern is answering the call for women with natural textured tresses.

Launched in September 2019, the brand’s ethos is focused on hair health and encouraging natural texture, rather than taming curls and coils. The range includes shampoos, conditioners, hair serums and hair clips for a pre-styling ritual.

Each of the formulations provide hydration and definition for highly textured hair needs. For example, the brand’s leave-in conditioner provides added curl activation and seals in the hair cuticle for extra shine.

Customers are encouraged to use Pattern’s curl guide to figure out the type of products suited for their particular haircare needs. For example, coily hair that is tightly packed and scrunches up requires more moisture to stay soft. In this case, Pattern’s heavy conditioner, jojoba oil hair serum and shower styling brush are recommended to deliver hydration to the cuticle.

The brand is celebrating natural hair at a pivotal time, where laws in the US are changing to create a respectful and open space for natural hair. In an interview with beauty magazine Allure, Ellis Ross said: “If we are in a time right now, where we have gone from our hair being about a revolution to a celebration … then we need for everyone to have access to these products so that their hair can feel as beautiful and as hydrated as it should.”

In addition, all of the products are natural, which is extremely important to health-conscious consumers. A 2018 study by US non-profit Silent Spring Institute found black women in the US are exposed to more hazardous chemicals than any other consumer group due to the hair products they use.

To read more about black consumers’ haircare needs, see Haircare Projections 2019, Top Trends from Shades of Beauty Live 2018 and Women of Colour: Breaking Beauty Barriers.