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2 years ago, by Voir Editorial Team Finally! Tracee Ellis Ross’ Curly Hair Brand, PATTERN, Has Come To The UK

2 years ago, by Voir Editorial Team

Finally! Tracee Ellis Ross’ Curly Hair Brand, PATTERN, Has Come To The UK

Curly girls, watch out! Do you feel like no matter how many hair care products you try, they never work, whether they are drugstore or high end? The wait is over! Like Lizzo said: It’s about damn time: A new curly hair brand is finally coming to the UK, celebrating your hair and self-acceptance. Actress and beauty icon Tracee Ellis Ross, known for her role in Black-ish, created the award-winning beauty brand PATTERN “to exceed the beauty needs of the curly, coily and tight-textured community” and celebrate the black community. The “juicy and joyful” brand targets women of colour with 3B to 4C hair to create a safe space where they feel seen and heard.

Tracee’s own lived experience inspired her to create PATTERN. Tracee explains in her interview
with Glamour, “I tried to beat my hair into submission to do what I thought it should do. I straightened it, I dyed it, I fried it.” She then realised the beauty industry was leaving her out, shaming her for her natural hair. That was the starting point of her healing journey. She explains that the initial reason for creating these curly hair products was that she wanted them herself—a selfish reason with great success. Following a long journey of many disappointments and lack of support, Tracee finally achieved her dream in 2019. On Instagram, she said PATTERN was “the result of 20 years of dreaming, ten years in the making… and two years of working with chemists.”

Products formulated with Aloe Vera, Jojoba Oil, Shea Butter, and many more are exactly what curly hair needs. With curly girls’ struggle in mind, packaging, design, and conditioner tubes that are bigger than shampoo bottles, the brand supports everyone who chooses to wear their hair naturally.

The Pattern line-up that will come to the UK consists of four conditioners, varying from lightweight to intensive, a leave-in conditioner, a cleansing shampoo, and styling products like a Jojoba Oil Hair Blend, gels styling creams and a hydrating mist. But that’s not it. PATTERN also has styling tools in its pocket. The Edge Tool, Shower Brush and Hair Pick will make every curly girl’s hair game easier. Products range from £9 to £25.

PATTERN will be available in your local boots and online at boots.com from the 29th of June to ensure everyone has access to high-quality curly hair products. “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”, says Tracee. “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”

Words By Maxi Pfeifer

Photo Credit: Pattern Beauty


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