Tracee Ellis Ross' PATTERN Beauty Arrives In the UK

Since actress Tracee Ellis Ross launched her award-winning hair care brand PATTERN Beauty, she's held a mirror up to the beauty industry, demanding a change in the availability of products for people with 3B to 4C hair. Designed to 'exceed the beauty needs' of anyone who has been blessed with curly, coily or tight-textured hair, PATTERN Beauty by Tracee Ellis Ross celebrates black beauty by simply allowing black women to feel seen, heard and celebrated - in the same way all other people with less curly hair types are.

Although PATTERN beauty has been a hit success, finding a place which stocks the Tracee Ellis Ross-owned hair care products always proved to be a feat in itself, meaning the recent announcement of PATTERN coming to Boots retailer as of 29 June is a day to mark in the calendar. '85% of the UK population is within 10 minutes from a Boots store, so it enables PATTERN wider accessibility to the curly/coily/tight-textured community, Ross ensured.

Since telling Harper's Bazaar in an interview, 'we are our best experts. We know our hair better than anyone else,' Ellis set forth her vision that was going to 'build a different kind of beauty company... one that is not just about brand sales, but expands the narrative around Black consumers' assured Ross in a statement. 'The brand was born out of my own journey with my hair and the realisation that the world was not mirroring back to me my own authentic beauty. The way my hair  grows out of my head was not mirrored back as beautiful and I was not able to find products that were suited to me and that I could afford.'

After a lifetime of experiential and market research, Ross recognised that there was an entire demographic of customers who, like her, needed products to support wearing their hair naturally. Despite facing ten years of roadblocks after her first idea in 2009, Ross kept her promise of the brand and, in 2019, finally launched PATTERN in the US. Three years on, the brand expanded to Canada and now has finally reached the UK.

From the packaging to marketing, every step of the journey has been designed with the community it reaches in mind. Conditioner tubes are twice the size of shampoos, and the packaging is stamped with delightful illustrations that speak of 'every wave, curl, coil and zig zag' but make no mistake, PATTERN not only looks good, but it feels good too, thanks to ingredients like Aloe Vera, Jojoba Oil and Shea Butter providing curls with excess nourishment.

Not wanting this to be another celebrity hair venture for profit, Ross has made it loud and clear that PATTERN isn't just for her, it's for a community she represents. 'The brand is not about me, it’s about the curly, coily and tight textured masses that are across the globe, that have been here before time and will be here after time'.