Tracee Ellis Ross’ PATTERN Beauty Debuts On UK Soil


Hold up, we have some exciting news for you! We’re talking all things hair as Tracee Ellis Ross’ award-winning hair care brand, PATTERN Beauty, prepares for its debut on UK soil, launching in Boots on 29th June!

Designed to exceed the beauty needs of the curly, coily and tight-textured community, the founder and CEO’s core mission is to celebrate, uplift and love natural Black beauty. Creating a groundbreaking ecosystem that allows Black women to feel seen, heard and celebrated, Ross’ lifetime of extensive experiential and market research allowed her to recognise an entire demographic like her that needed products to support wearing their hair naturally. After 10 years of facing roadblocks, 2019 saw the launch of PATTERN Beauty in the U.S, before expanding to Canada and now the UK.

From the very beginning of PATTERN, I set out to build a different kind of beauty company – one that is not just about brand sales, but expands the narrative around Black consumers.

Tracee Ellis Ross, Founder and CEO of PATTERN Beauty

The brand’s formulas provide an abundance of nourishment to your curls, featuring power ingredients such as Aloe Vera, Jojoba Oil and Shea Butter, to name a few. With the textured hair community at the heart of every detail of the collection, from conditioner tubes that are bigger than shampoos, to instructions that celebrate every wave, curl and coil, the brand aims to empower those on their textured hair care journey.

Ensuring access to quality products nationally, the PATTERN collection will be featured in over 100 Boots locations across the country, expanding to over 600 by early August. Ahead of the launch, let us give you a rundown of the line!

The assortment welcomes five conditioners, from Lightweight to Intensive and Leave-In treatments, to richly hydrate your curls; a Cleansing Shampoo for when you need a fresh start and a Jojoba Oil Hair Blend to give your scalp and hair some heavenly moisture. Next up, we are treated to a Curl Gel for when your curls want to bounce, a Hydrating Mist for that extra boost of moisture, a Strong Hold Gel for a healthy slick look, and finally Styling Cream for when your styles crave luscious definition.

Let us not forget the styling tools and accessories that accompany the collection, including the essential Edge Tool for when your edges want that extra touch, a heavyweight yet gentle Shower Brush so you can detangle without the drama, and for when your hair needs a pick-me-up, the new Hair Pick launching this August lifts your crown to glorious heights.

“While not all of PATTERN’s customers are Black, we have always been centred around the celebration of Black beauty,” says Ross. “With PATTERN now being available in the UK, I am reminded of the importance of being a Black-owned business in one of the country’s largest retailers. Today, we are one step closer to creating an industry where the curly, coily and tight textured community is no longer overlooked or overshadowed. Instead, it is centred and celebrated.”

The collection launches this Wednesday so make sure to keep your eyes peeled when popping down to your nearest Boots store!

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