Curly girls rejoice! After ten years in the making, actress, and natural hair maven, Tracee Ellis Ross is launching PATTERN, her new hair care brand for curly, coily, and tight textured hair.

Ross shared the news in an Instagram post on Tuesday morning, and although the actress is pictured nude, the photo is “all about the hair.”

From Ross’ Instagram, we learned that the Black-ish star has been dreaming up the hair care brand whose mission is to meet the unmet beauty needs within the curly, coily, and dense textured hair community, for twenty years. That includes “those of us who need more than a quarter size of product,” says Ross.

 “@patternbeauty is the result of 20 years of dreaming, 10 years in the making (I wrote my first brand pitch in 2008, right when girlfriends finished) and 2 years of working with chemists. I’m so excited to share this with y’all,” Ross captioned the post.

 “@patternbeauty is here to empower and nourish curly, coily and tight-textured hair. 3b to 4c. The formulas are unique and packed with luscious & safe ingredients-trust me I know because my panel and I tried 74 different samples to get these 7 formulas for phase one.⁠⠀

 @patternbeauty is for those of us who need more than a quarter size of product. large conditioner sizes that actually fulfill the unmet needs of our community. accessible pricing because everyone should have access to their most beautiful hair in their own shower, and gorgeous packaging that conjures the legacy of our history and makes us all feel like the royalty that we are.” ⁠⠀

Ross started the countdown for the September 9 launch on the brand’s Instagram page.

The new line is set to include three conditioners, one leave-in conditioner, one shampoo, two hair oils, a travel-size set, and wash day accessories including a micro-fiber hair towel, in-shower hairbrush, and a hair clip. All products will be available for purchase at Ulta Beauty.


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