While celeb-backed beauty brands are nothing new, this latest announcement cuts through the noise. The new hair-care brand comes from none other than Tracee Ellis Ross, whose Instagram happens to be one of my favorite corners of the internet. The actress introduced Pattern Beauty this morning in the form of an Instagram post, featuring a nude Ross with a deliciously hydrated-looking 'fro.
The brand is the result of 20 years of dreaming, she says in the post, adding that she started working on it when Girlfriends finished. The line is designed to "empower and nourish curly, coily, and tight-textured hair," ranging from 3B to 4C hair types. In addition to featuring safe, nourishing ingredients, the brand will offer large conditioner sizes, an accessible price point, and packaging that honors the vibrant history of Black hair.
The announcement follows an Instagram post from Ross over the weekend, where she opened up about her hair and journey to self-acceptance (she chronicles her journey to natural hair through a series of throwback pictures). She stated that societal pressures had caused her to "beat my curls into submission" that eventually resulted in "hair [that] was broken, damaged, and tired of trying to be something that it wasn't." The post resonated with many who share a similar experience, her comments flooded with messages of appreciation, support, and additional stories.
Since the announcement, Ross' post has already received over 250K likes, and the brand's Instagram currently has 30K followers. The brand's page offers up a sneak peek at the brand's packaging—rich yellow hues and illustrations of curly-haired women—and the products to come. In addition to the conditioner, the brand will be offering a hydrating shampoo, a leave-in conditioner, an argan oil hair serum, and a jojoba oil hair serum too. The line will be available to shop starting September 9 on PatternBeauty.com, and, if fan excitement is any indication, it'll sell out quick.
See the announcement below.