PATTERN Beauty is a textured-hair-care brand founded by actress and producer Tracee Ellis Ross after her lifelong journey of learning to understand and embrace her natural curls. Ross spent years searching for products that provided the hydration, styling support, and tools required by curly, coily, and tight-textured hair. She developed the idea for PATTERN in 2008 and spent more than a decade refining its formulas before launching the brand in 2019. PATTERN offers conditioners, cleansers, styling products, tools, accessories, and heat products specifically designed around textured hair rather than adapted to it later. The brand celebrates Black beauty and supports organizations serving women and communities of color. PATTERN transforms hair care into affirmation, encouraging customers to view their natural texture as powerful, expressive, and worthy of specialized care.